2H Seeing Brands As Humans: Development and Validation of Brand Anthropomorphism Scale
The research develops a scale to measure the construct of brand anthropomorphism. Across five studies the 12-item BA scale demonstrates competent psychometric properties for convergent, invariance and discriminant validity and shows its unique position in nomological network of antecedent causes and consequential effects.
Citation:
Artyom Golossenko, Kishore Gopalakrishna Pillai, and Lukman Aroean (2019) ,"2H Seeing Brands As Humans: Development and Validation of Brand Anthropomorphism Scale", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 963-963.
Authors
Artyom Golossenko, University of East Anglia, UK
Kishore Gopalakrishna Pillai, University of East Anglia, UK
Lukman Aroean, University of East Anglia, UK
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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