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Brands as Intentional Agents Framework: How Perceived Intentions and Ability Can Map Brand Perception
Building on the Stereotype Content Model, this paper introduces and tests the Brands as Intentional Agents Framework. A growing body of research suggests that consumers have relationships with brands that resemble relations between people. We propose that consumers perceive brands in the same way th...
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| Autors principals: | , , |
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| Format: | Artigo |
| Idioma: | Inglês |
| Publicat: |
2012
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| Matèries: | |
| Accés en línia: | https://ncbi.nlm.nih.gov/pmc/articles/PMC3882007/ https://ncbi.nlm.nih.gov/pubmed/24403815 https://ncbi.nlm.nih.govhttp://dx.doi.org/10.1016/j.jcps.2011.09.006 |
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