J. Pelaez-Muñoz
University of Valle
AdvertisingEmpirical researchPsychologyElement (criminal law)Order (business)Self-brandIdentification (psychology)Antecedent (grammar)Big Five personality traitsBrand managementSocial psychology
Publications 1
#1Elena Delgado-Ballester (University of Murcia)H-Index: 17
#2Mariola Palazon (University of Murcia)H-Index: 10
Last. J. Pelaez-Muñoz (University of Valle)H-Index: 1
view all 3 authors...
Brand love has become an important topic of research in academic literature and applied marketing alike. Most of these studies have resulted in a better understanding of the complex and multifaceted nature of the concept, as well as in the identification of some of its antecedents (consumer aspects and personality traits). However, in order to explain how brand love is created, this study focuses on anthropomorphism as a potential antecedent of brand love. Based on the interpersonal theory of lo...
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