Can Brand Engagement Be Built through the Brand Communication Style? The Role of Anthropomorphism.

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Gretry, Anaïs; Horváth, Csilla; Van Riel, Allard

2014 • 2014 Academy of Marketing Science® Annual Conference

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https://hdl.handle.net/2268/168386

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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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