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Keywords: Personality congruence
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2024) 41 (7): 774–788.
Published: 24 October 2024
... Anthropomorphization of the brand archetype Brand love Internal endorsement Psychological sense of brand community Personality congruence Brand anthropomorphization Brand archetype Consumers can form love relationships with brands akin to human relationships when brands are personified (Nobre, 2011...
