Original paper
The impact of interpersonal traits (extraversion and agreeableness) on consumers’ self-brand connection and communal-brand connection with anthropomorphized brands
Abstract
The purpose of this study is to explore the impact of consumers’ personality traits on self-brand connection and communal-brand connection with anthropomorphized versus objectified brands for high- versus low-involvement product categories. This study contributes to the understanding of human interactive personality traits on self-concept and their behavioral outcomes. Additionally, this study expands the elaboration likelihood model by...
Paper Details
Title
The impact of interpersonal traits (extraversion and agreeableness) on consumers’ self-brand connection and communal-brand connection with anthropomorphized brands
Published Date
Sep 18, 2021
Journal
Volume
29
Issue
1
Pages
13 - 34
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Notes
History