Anthropomorphizing brands: The role of attributed brand traits in interactive CSR communication and consumer online endorsements
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DOI: 10.1002/cb.1786
Abstract: textabstractConsumers tend to relate to brands in similar ways as they relate to individuals and groups. However, relatively little is known about the attribution of human traits to brands in online contexts. The current research… read more here.
Keywords: brand traits; role attributed; attributed brand; traits interactive ... See more keywords