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Keywords: Human brand theory
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Journal Articles
Journal of Product & Brand Management (2023) 32 (2): 173–190.
Published: 19 August 2022
... (Aron et al., 1989), this study suggests that an individual will generate attachment toward an SMI whose human brand persona will have relevant attributes to improve different facets of their lives. Human brand theory (Thomson, 2006) provides the theoretical lens to explain...
