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Keywords: Brand entification
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Journal Articles
Brand entification as a post-anthropomorphic attribution among Twitter-using Millennials
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Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2019) 37 (7): 741–753.
Published: 09 May 2019
...Hemant Sashittal; Avan Jassawalla Purpose The purpose of this paper is to report a three-study effort that aimed to explicate the brand entification construct, a post-anthropomorphic attribution that results from user-brand interaction on Twitter. Entified brands are not merely humanlike...
