Would You Be My Friend? An Examination of Global Marketers' Brand Personification Strategies in Social Media
Author:
Publisher
Informa UK Limited
Subject
Marketing,Communication
Link
http://www.tandfonline.com/doi/pdf/10.1080/15252019.2015.1079508
Reference61 articles.
1. Dimensions of Brand Personality
2. When Good Brands Do Bad
3. The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior
4. Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products
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