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Keywords: Brand heroism
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Journal Articles
Journal:
British Food Journal
British Food Journal 1–26.
Published: 05 June 2026
...Ahmed Mohamed Hasanein; Ahmed Dheyauldeen Salahaldin; Hazem Ahmed Khairy; Ahmed Hassan Abdou Purpose This study examines how brand anthropomorphism drives customer engagement through the mediating roles of brand respect and emotional attachment, culminating in perceptions of brand heroism...
