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Keywords: Self-brand integration
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Journal Articles
European Journal of Management and Business Economics (2020) 29 (2): 150–165.
Published: 14 November 2019
...Elena Delgado-Ballester; Mariola Palazón; Jenny Peláez Purpose The purpose of this paper is to deal with the role of the human metaphor (anthropomorphism) and consumers’ liking for the humanized version of the brand as antecedents of three key components of brand love: self-brand integration...
