To Collaborate or Serve? Effects of Anthropomorphized Brand Roles and Implicit Theories on Consumer Responses
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DOI: 10.1177/1938965519874879
Abstract: This article extends on the literature regarding brand anthropomorphism and contributes to hospitality and tourism literature by demonstrating that positioning of different anthropomorphic brand roles (partner vs. servant) attracts diverse consumers. Drawing from the results… read more here.
Keywords: implicit theories; consumer responses; brand; hospitality tourism ... See more keywords