Does brand anthropomorphism and brand intimacy matter to assess consumers’ engagement successfully?

Does brand anthropomorphism and brand intimacy matter to assess consumers’ engagement successfully?

AbstractThis study aims to analyze the impact of Brand Anthropomorphism and Intimacy on the attachment between consumers and the Samsung electronic technology brand. Data were collected by convenience sampling from 357 respondents through an internet survey, using SPSS 25 and AMOS 25 software along...

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Bibliographic Details
Main Authors: Thanh Nguyen Ngoc Dan, Phuc Ngo Trong
Format: Article
Language:English
Published: Taylor & Francis Group 2023-12-01
Series:Cogent Business & Management
Subjects:
brand anthropomorphism
intimacy
brand engagement
electronic technology brand
Online Access:https://www.tandfonline.com/doi/10.1080/23311975.2023.2249897

Internet

https://www.tandfonline.com/doi/10.1080/23311975.2023.2249897

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