Original paper
Consumers’ identification with corporate brands: Brand prestige, anthropomorphism and engagement in social media
Abstract
Purpose This paper aims to examine relationships between consumer-brand identification (CBI), brand prestige (BP), brand anthropomorphism (BA) and consumers’ active engagement in brand activities on social media in corporate brand settings. Design/methodology/approach Data collected with an online survey on a sample randomly drawn from an online panel of consumers were used to test the proposed theoretical model. Findings Anthropomorphism and...
Paper Details
Title
Consumers’ identification with corporate brands: Brand prestige, anthropomorphism and engagement in social media
Published Date
Feb 12, 2018
Volume
27
Issue
1
Pages
3 - 17
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Notes
History