ANTHROPOMORPHISM IN ACTION: HOW CONSUMERS FORM RELATIONSHIPS WITH HUMANIZED BRANDS

Authors: Kai L. Weber

Published: June 2024

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Abstract

<p>Brand personification is a vital concept in marketing communication, wherein brands are endowed with human attributes to create a relatable, living persona. This practice, spanning various aspects of human characteristics, enables brands to establish a deeper connection with consumers. This paper delves into the intricate world of brand personification, shedding light on its diverse manifestations and its significance in marketing strategy.</p>

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