Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me

386 citations recorded by the source corpus.

How researchers see this paper

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I love you, but you let me down! How hate and retaliation damage customer-brand relationship (2022, neutral): “Endorsing this view, Einwiller et al. (2019) and MacInnis and Folkes (2017) revealed that betrayal leads to a negative behavioural response in customers.”
The Influence of Social Crowding on Brand Attachment (2018, background): “To this extent, they can serve as a substitute for human sources of connectedness (Fournier 1998; MacInnis and Folkes 2017).”
Making and breaking relationships on social media: the impacts of brand and influencer betrayals (2021, background): “Our argument here is that, when consumers feel betrayed by a brand they have trusted, they are less likely to purchase or revisit the brand without a recovery effort (MacInnis and Folkes, 2017; Tan et al., 2021).”
Celebrity influences on consumer decision making: new insights and research directions (2019, background): “Celebrity endorsements as brand alliances Celebrities are valuable human brands and, therefore, they are more than mere endorsing agents (Luo, Chen, Han, & Park, 2010; MacInnis & Folkes, 2017; Thomson, 2006).”