Brand anthropomorphism: Conceptualization, measurement, and impact on brand personality and loyalty

By Gianluigi Guido, Alessandro M. Peluso. Journal of Brand Management, 2015

168 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/88c17342f518b0035c15435c5e8db786ca3b66ad