Anthropomorphism in advertising: the effect of media on audience attitude
Author:
Affiliation:
1. Institute of Business Management, GLA University, Mathura, India
2. ABV- Indian Institute of Information Technology and Management, Gwalior, India
Publisher
Informa UK Limited
Subject
Marketing,Business and International Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/13527266.2020.1771403
Reference36 articles.
1. When Good Brands Do Bad
2. Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products
3. Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products
4. When Brands Seem Human, Do Humans Act Like Brands? Automatic Behavioral Priming Effects of Brand Anthropomorphism
5. Literal versus extended symbolic messages and advertising effectiveness: The moderating role of need for cognition
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