Brand anthropomorphism and consumer brand evangelism on social networking sites: Prevention focus as...
Brand anthropomorphism and consumer brand evangelism on social networking sites: Prevention focus as a moderator
About this item
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Publisher
Scientific Journal Publishers, Ltd
Journal title
Language
English
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Publisher
Scientific Journal Publishers, Ltd
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Scope and Contents
Contents
We investigated how the use of brand anthropomorphism influences brand evangelism in social media marketing. To this end we employed two theories: regulatory focus theory and cognitive-affective personality system theory. A chain mediation model was developed to examine how brand anthropomorphism influences consumers' brand evangelism through socia...
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Full title
Brand anthropomorphism and consumer brand evangelism on social networking sites: Prevention focus as a moderator
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Author / Creator
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TN_cdi_gale_infotracmisc_A799843425
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_gale_infotracmisc_A799843425
Other Identifiers
ISSN
0301-2212
DOI
10.2224/sbp.12726
