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https://ah.nccu.edu.tw/handle/140.119/135843
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| Title: | Revisiting the effects of anthropomorphism on brand relationship outcomes: the moderating role of psychological disposition |
| Authors: | 陳冠儒 Chen, Kuan-Ju Lin, Jhih-Syuan |
| Contributors: | 企管系 |
| Date: | 2021-04 |
| Issue Date: | 2021-06-17 14:16:31 (UTC+8) |
| Abstract: | Given the thriving attention paid to brand personification in marketing, this paper aims to delve into consumers’ psychological traits that may moderate the positive anthropomorphic effects on brand outcomes specific to relationship marketing. |
| Relation: | European Journal of Marketing |
| Data Type: | article |
| Appears in Collections: | [企業管理學系] 期刊論文 |
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