Anthropomorphism and its implications for advertising hotel brands
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DOI: 10.1016/j.jbusres.2019.09.053
Abstract: Abstract Given increased branding competition in the hotel industry, it is imperative to explore the importance of marketing communications in generating desirable customer responses. Building on previous anthropomorphism research, two experiments in this research explore… read more here.
Keywords: hotel brands; anthropomorphism; implications advertising; advertising hotel ... See more keywords