How brand self‐disclosure helps brands create intimacy with customers: The role of information valence and anthropomorphism

Although the notion of self‐disclosure has received wide attention since the new millennium, most studies on this topic focus on consumer disclosure, leaving unexamined if brands could benefit from self‐disclosure. Therefore, the question remains unanswered if the positive effects of brand self‐disclosure on important relational and transactional variables observed in other contexts than consumer–brand relationships would be observed if...