Open AccessHave A Good Chat with the Brand: The Impact of Personified Brand Communication on Consumer Brand Attitude
Author(s) -
Tao Wang,
Zhipeng Xie,
Nan Cui
Publication year - 2014
Publication title -
acta psychologica sinica
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.153
H-Index - 2
ISSN - 0439-755X
DOI - 10.3724/sp.j.1041.2014.00987
Subject(s) - brand management , advertising , brand awareness , brand extension , brand equity , business