Immersed in our narratives: a study of the effectiveness of cobrand anthropomorphism
Anthropomorphism strategies have been widely applied in brand marketing activities such as advertising, service communication, and word-of-mouth, and have become an important marketing strategy for many brands. However, prior research has focused on single-brand contexts, leaving the effects and mec...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2025-05-01
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| Series: | Frontiers in Communication |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fcomm.2025.1602833/full |
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