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How Self-Construals Affect Responses to Anthropomorphic Brands, With a Focus on the Three-Factor Relationship Between the Brand, the Gift-Giver and the Recipient
The universal mantra, “The customer is our king,” has led to considerable focus on the servant-anthropomorphized brand. However, does your “king” want to be served as a “king”? This research aims to examine how anthropomorphic brand role, self-construals and consumer responses to brands interact. In...
| Autores principales: | , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Frontiers Media S.A.
2018
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6230587/ https://www.ncbi.nlm.nih.gov/pubmed/30455652 http://dx.doi.org/10.3389/fpsyg.2018.02070 |