Consumer Anthropomorphism and Happiness: Analysis of the Brand Authenticity Effect
Objective The human mind, with the help of anthropomorphism, makes every unknown thing that it knows less like the most familiar thing that it knows the most, i.e. a human being (himself). The process of anthropomorphism refers to the special desire of humans to attribute human characteristics to no...
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| Main Authors: | , |
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| Format: | Article |
| Language: | fas |
| Published: |
University of Tehran
2023-12-01
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| Series: | مدیریت بازرگانی |
| Subjects: | |
| Online Access: | https://jibm.ut.ac.ir/article_95669_242f96304da1f47444d010c3be2f4184.pdf |
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