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Can Brand Engagement Be Built through the Brand Communication Style? The Role of Anthropomorphism.
Gretry, Anaïs; Horváth, Csilla; Van Riel, Allard
20142014 Academy of Marketing Science® Annual Conference
 

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Disciplines :
Marketing
Author, co-author :
Gretry, Anaïs ;  Université de Liège - ULiège > HEC-Ecole de gestion : UER > UER Management
Horváth, Csilla
Van Riel, Allard
Language :
English
Title :
Can Brand Engagement Be Built through the Brand Communication Style? The Role of Anthropomorphism.
Publication date :
21 May 2014
Event name :
2014 Academy of Marketing Science® Annual Conference
Event place :
Indianapolis, United States
Event date :
21 - 23 May 2014
Audience :
International
Available on ORBi :
since 26 May 2014

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