Browsing Journal Articles by Subject "Branding"
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A lovable personality: the effect of brand personality on brand love
(Palgrave Macmillan Ltd., 2016)This study proposes and empirically tests the impact of two dimensions of brand personality (excitement and sincerity) on brand love and, subsequently, on store brand loyalty and +WOM in the context of online retailers. ... -
Two’s company, three’s a crowd: the interplay between collective versus solo anthropomorphic brand appeals and gender
(Routledge Publishing, 2021-10-26)Anthropomorphism in advertising has been shown to create positive advertising and branding outcomes. In this research, we introduce an important internal variation in this ad strategy—advertising a brand as collective- ...