Does brand anthropomorphism and brand intimacy matter to assess consumers’ engagement successfully?-Reference-Cited by-同舟云学术

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Does brand anthropomorphism and brand intimacy matter to assess consumers’ engagement successfully?

Published:2023-08-22 Issue:2 Volume:10 Page:
ISSN:2331-1975
Container-title:Cogent Business & Management
language:en
Short-container-title:Cogent Business & Management

Author:

Ngoc Dan Thanh Nguyen¹^ORCID,Ngo Trong Phuc¹^ORCID

Affiliation:

1. Business Administration Faculty, Ho Chi Minh City Open University, Ho Chi Minh City, Vietnam

Publisher

Informa UK Limited

Subject

Marketing,Management Science and Operations Research,Organizational Behavior and Human Resource Management,Strategy and Management,Business, Management and Accounting (miscellaneous),Accounting,Business and International Management

Link

https://www.tandfonline.com/doi/pdf/10.1080/23311975.2023.2249897

Reference48 articles.

1. When Brands Seem Human, Do Humans Act Like Brands? Automatic Behavioral Priming Effects of Brand Anthropomorphism

2. Recapitulation of brand anthropomorphism: An innovating marketing strategy

3. The theory of planned behavior

4. A conceptual analysis of brand intimacy on social media platforms

5. Intimacy: A Special Issue

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