Jenny Peláez
AdvertisingFeelingPsychologyMarket researchControl (management)Value (ethics)OriginalityMetaphorPractical implicationsClothing
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The purpose of this paper is to deal with the role of the human metaphor (anthropomorphism) and consumers’ liking for the humanized version of the brand as antecedents of three key components of brand love: self-brand integration, positive emotional connection and feelings of anticipated separation distress.,A sample of 399 consumers provided information about a brand from a stated list of 16 brands of clothing.,Both anthropomorphism and consumers’ liking for the humanized brand have positive ef...
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