doi.org/10.1016/j.ijresmar.2020.02.007

Seeing brands as humans: Development and validation of a brand anthropomorphism scale

Artyom Golossenko

,

Kishore Gopalakrishna Pillai

,

International Journal of Research in Marketing7.50

Volume: 37, Issue: 4, Pages: 737 - 755

Published: Feb 29, 2020

Paper Fields

Paper Details

Title

Seeing brands as humans: Development and validation of a brand anthropomorphism scale

DOI

doi.org/10.1016/j.ijresmar.2020.02.007

Published Date

Feb 29, 2020

Journal

International Journal of Research in Marketing

Volume

37

Issue

4

Pages

737 - 755

Notes

History