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Keywords: Anthropomorphized brand roles
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2021) 33 (4): 974–993.
Published: 07 September 2020
...Yuanqiong He; Qi Zhou; Shuojia Guo; Jie Xiong Purpose This study aims to investigate the construal congruence of anthropomorphized brand roles and product messaging and its underlying mechanism on consumers' product attitude. Design/methodology/approach Four experimental studies were conducted...
