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What is Brands as Relationship Partners Explained about?
The research paper explores the concept of brands as intentional agents within consumer-brand relationships, emphasizing the importance of warmth and competence in brand perception. It advocates for a deeper understanding of anthropomorphism and the dynamics of consumer-brand interactions, suggesting that brands can be perceived similarly to human relationships. The authors propose expanding the framework to include additional dimensions and the role of consumers as active participants in these relationship
- Author
- Quang Minh
- Language
- EN