Browsing Journal Articles by Author "Rocereto, Joseph F."
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When the unknown destination comes alive: the detrimental effects of destination anthropomorphism in tourism
Kwak, Hyokjin; Puzakova, Marina; Rocereto, Joseph F.; Moriguchi, Takeshi (Journal of Advertising, 2020-10-02)This research theorizes and empirically investigates the concept of brand anthropomorphism in the context of tourist destinations, namely, destination anthropomorphism. First, we demonstrate that anthropomorphizing a ...