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Keywords: Cultural proximity
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2016) 17 (3): 256–273.
Published: 15 August 2016
... to the polygamous brand loyalty problem. Brand proximity Conscious cognitive proximity Cultural proximity Psychological brand proximity Social proximity Sub-conscious cognitive proximity There is an exhaustive literature on personifying brands, termed as brand anthropomorphism (Aggarwal and McGill...
