This anthropomorphised brand is so loveable: The role of self-brand integration

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...