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The matching effect of anthropomorphized brand roles and pr..:
He, Yuanqiong
;
Zhou, Qi
;
Guo, Shuojia
.
Asia Pacific Journal of Marketing and Logistics. 33 (2020) 4 - p. 974-993 , 2020
Link:
https://doi.org/10.1108/apjml-12-2019-0725
RT Journal T1 <Title>The matching effect of anthropomorphized brand roles and product messaging on product attitude</Title> UL https://suche.suub.uni-bremen.de/peid=cr-10.1108_apjml-12-2019-0725&Exemplar=1&LAN=DE A1 He, Yuanqiong A1 Zhou, Qi A1 Guo, Shuojia A1 Xiong, Jie PB Emerald YR 2020 SN 1355-5855 JF Asia Pacific Journal of Marketing and Logistics VO 33 IS 4 SP 974 OP 993 LK http://dx.doi.org/https://doi.org/10.1108/apjml-12-2019-0725 DO https://doi.org/10.1108/apjml-12-2019-0725 SF ELIB - SuUB Bremen
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