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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
Social dynamics and stakeholder relationships in personal branding
Journal of Business Research, 2020Guillaume Dumont, Mart Ots
exaly
Personal branding on Instagram: an examination of Iranian professional athletes
Sport, Business and Management, 2021Zahra Sharifzadeh +2 more
exaly
Strategic personal branding—And how it pays off
Business Horizons, 2017Deva Rangarajan, Betsy D Gelb
exaly