000 | 00913npc a2200169Ia 4500 | ||
---|---|---|---|
008 | 140613s2013 xx 000 0 und d | ||
060 | _a658.827 | ||
100 | _aPUZAKOVA, MARINA | ||
245 |
_aWhen humanizing brands goes wrong _bThe detrimental effect of brand anthropomorphization amid product wrongdoings |
||
260 | _c2013 | ||
300 | _a81-100 | ||
520 | _aThe brand relationship literature shows that the humanizing of brands and products generates more favorable consumer attitudes and thus enhances brand performance. however the authors propose negative downstream consequences of brand humanization;that is , the anthropomorphization of a brand can negatively affect consumers' brand evaluations when the brand faces negative publicity caused by product wrongdoings. | ||
653 | _aBRANDING | ||
700 | _aKWAK, HYOKJIN | ||
773 |
_oP14948 _nM _927732 _011181 _tJOURNAL OF MARKETING |
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942 |
_2ddc _cARTCL |
||
999 |
_c11993 _d11993 |