Browsing FGV EAESP - MPGI: Dissertações, Mestrado Profissional em Gestão Internacional by Author "Ferreira, Juliana Correa"

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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 ...