Delving into brand anthropomorphisation strategies in the experiential context of name‐brand voice assistants

Autor:	Alberto Pastore, Michela Patrizi, Maria Vernuccio
Rok vydání:	2021
Předmět:	brand voice Social Psychology business.industry Context (language use) Public relations brand anthropomorphisation strategy name-brand voice assistant brand voice cognitive map technique business Psychology name-brand voice assistant Experiential learning brand anthropomorphisation strategy Applied Psychology cognitive map technique
Zdroj:	Journal of Consumer Behaviour.
ISSN:	1479-1838 1472-0817
DOI:	10.1002/cb.1984
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_dedup___::e8a174a8625a76d2861b02d6ea1f50a1 https://doi.org/10.1002/cb.1984 Zobrazit plný text záznamu