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1-4 of 4
Keywords: Brand personification
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Journal Articles
Journal of Product & Brand Management 1–15.
Published: 10 July 2026
... by brands’ communication strategies. Findings AI disclosures significantly reduced consumers’ behavioral intentions on social media. This effect was driven by declines in perceived brand authenticity and humanness. Brand personification mitigated the reduction in perceived brand humanness but did...
Includes: Supplementary data
Journal Articles
Journal of Product & Brand Management (2026) 35 (3): 415–428.
Published: 14 May 2025
... and can be contacted at: kl38@aru.ac.uk 30 06 2024 29 10 2024 03 04 2025 05 04 2025 © 2025 Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Advertising Anthropomorphism Brand narrative Brand personification Endorsement...
Journal Articles
Journal of Product & Brand Management (2025) 34 (3): 417–431.
Published: 19 November 2024
... 29 10 2024 © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Anthropomorphism Brand personification Brand role Consumer psychology Mortality threat Accidents, terrorist attacks, natural disasters, and media reports of disease...
Journal Articles
Journal of Product & Brand Management (2023) 32 (8): 1319–1337.
Published: 05 September 2023
...Ebenezer Nana Banyin Harrison; Wi-Suk Kwon Purpose This study aims to explore how brands use brand personification techniques in real-time marketing on social media, particularly Twitter, and examine how these techniques impact consumer engagement, moderated by brand-event congruence levels...
