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Keywords: Brand archetype
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2024) 41 (7): 774–788.
Published: 24 October 2024
... anthropomorphize the brand archetype. Design/methodology/approach Two studies based on survey and experimentally designed stimuli were conducted to validate the conceptual framework. The data were analyzed using confirmatory factor analysis and process macro on SPSS. Findings The results support that when...
