Results 271 to 280 of about 14,960 (305)
Some of the next articles are maybe not open access.
2017
This chapter explains the process of assigning human personality traits, such as gender, to brands via anthropomorphism and animism. Throughout time, humankind has tried to explain inanimate phenomena through human characteristics, using such phrasings as the majestic mountain, the spirited engine, or the sensitive fragrance. However, such practices go
openaire +1 more source
This chapter explains the process of assigning human personality traits, such as gender, to brands via anthropomorphism and animism. Throughout time, humankind has tried to explain inanimate phenomena through human characteristics, using such phrasings as the majestic mountain, the spirited engine, or the sensitive fragrance. However, such practices go
openaire +1 more source
A new measure of brand personality
International Journal of Research in Marketing, 2009Maggie Geuens +2 more
exaly
An empirical comparison of two brand personality scales: Evidence from India
Journal of Retailing and Consumer Services, 2017Anees Ahmad
exaly
Implementing an intended brand personality: a dyadic perspective
Journal of the Academy of Marketing Science, 2011Lucia Malar +2 more
exaly
The U.S. brand personality: A Sino perspective
Journal of Business Research, 2013JOSÉ I Rojas-Méndez +2 more
exaly