R13. Brand Humanization: Applying Two Dimensions of Humanness to Brand
We create a measure of brand humanness that, unlike past measures of anthropomorphism, is easily applied to a variety of study paradigms. We situate brand humanness along two independent dimensions: characteristics descriptive of basic human nature and characteristics that identify ways in which humans are unique from other species.
Mycah L Harrold and Andrew Perkins (2018) ,"R13. Brand Humanization: Applying Two Dimensions of Humanness to Brand", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 908-908.
Mycah L Harrold, Washington State University, USA
Andrew Perkins, Washington State University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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