Browsing by Keyword "Consumer brand identification"

Now showing items 1-1 of 1

Brand anthropomorphism and its impact on consumer brand identification, brand advocacy and consumer brand engagement on social media

Ferreira, Juliana Correa
2020-03-12

Anthropomorphism has been for long known as a phenomenon that is enrooted in mankind’s history. Its presence and importance are undeniable as it has been noticed in several fields, ranging from religion to marketing. In ...