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Keywords: Mortality threat
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Journal Articles
Journal of Product & Brand Management (2025) 34 (3): 417–431.
Published: 19 November 2024
...Liang Xiang; Hyun Jung Park Purpose This study aims to provide a new perspective on the impact of mortality threats on consumer behavior through the lens of brand anthropomorphism. It examines the mediating effects of control and connectedness motives and the moderating effects of brand roles...
