Two’s Company, Three’s a Crowd: The Interplay between Collective versus Solo Anthropomorphic Brand Appeals and Gender
Author:
Affiliation:
1. Lehigh University, Bethlehem, Pennsylvania, USA
2. Indian Institute of Management Ahmedabad, Ahmedabad, Gujarat, India
Publisher
Informa UK Limited
Subject
Marketing,Communication,Business and International Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/00913367.2021.1988774
Reference57 articles.
1. When Good Brands Do Bad
2. When Brands Seem Human, Do Humans Act Like Brands? Automatic Behavioral Priming Effects of Brand Anthropomorphism
3. Helping Fellow Beings
4. Being Committed: Affective, Cognitive, and Conative Components of Relationship Commitment
5. What do men want? Gender differences and two spheres of belongingness: Comment on Cross and Madson (1997).
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