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Keywords: Brand anthropomorphism
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Journal Articles
Journal:
Rajagiri Management Journal
Rajagiri Management Journal (2025) 19 (3): 156–170.
Published: 16 October 2025
...Rohit Tiwari; Tanuj Negi; Supriya Chouthoy Purpose This study aims to examine the influence of Brand Anthropomorphism on Conversational Value and Attitude Towards Communication (relevance) of Gen Y and Gen Z consumers in the context of the COVID-19 pandemic. The study considered interactive...
