Brand entification as a post-anthropomorphic attribution among Twitter-using Millennials
Volume: 37, Issue: 7, Pages: 741 - 753
Published: Oct 7, 2019
Abstract
Purpose The purpose of this paper is to report a three-study effort that aimed to explicate the brand entification construct, a post-anthropomorphic attribution that results from user-brand interaction on Twitter. Entified brands are not merely humanlike, they are viewed as human celebrities with an elevated social status. Design/methodology/approach A testable conceptual framework, hypotheses and measurement scales for explicating the brand...
Paper Details
Title
Brand entification as a post-anthropomorphic attribution among Twitter-using Millennials
Published Date
Oct 7, 2019
Volume
37
Issue
7
Pages
741 - 753
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