Blar i Thesis på forfatter "Langfeldt, Björn"
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Anthropomorphisation and brand complexities
Grönevik, Ruben; Langfeldt, Björn (Master thesis, 2017)This paper examines the effects of anthropomorphisation on three consumer response outcomes: Liking, Purchase Intention, and Perceived Value. Results from a quantitative survey show evidence of a direct effect of ...