Human-like versus me-like brands in corporate social responsibility: the effectiveness of brand anthropomorphism on social perceptions and buying pleasure of brands
Crossref DOI link: https://doi.org/10.1057/s41262-020-00212-8
Published Online: 2020-10-15
Published Print: 2021-01
Update policy: https://doi.org/10.1007/springer_crossmark_policy
Jeong, Hyun Ju http://orcid.org/0000-0003-0424-2894
Kim, Jihye
Text and Data Mining valid from 2020-10-15
Version of Record valid from 2020-10-15
Article History
Revised: 25 April 2020
Accepted: 2 October 2020
First Online: 15 October 2020