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- W3007893090 endingPage "755" @default.
- W3007893090 startingPage "737" @default.
- W3007893090 abstract "Brand anthropomorphism is recognised as an important construct in marketing, yet it lacks clarity in operationalisation and valid measurement. The objective of this research, therefore, is to develop and validate the brand anthropomorphism scale (BASC). Brand anthropomorphism is defined as the perception of brand as an entity that has analogical human-like features, mental and emotional states that people believe to be distinctively human. It is conceptualised as a multidimensional superordinate construct. Across six studies (N = 1666), this research develops a valid and reliable measure of brand anthropomorphism that has psychometric properties for convergent, discriminant and predictive validity. The results indicate that brand anthropomorphism is a valid predictor of outcomes such as brand trust and brand commitment. Finally, in support of incremental validity, it is identified that the BASC explains variance in brand trust and brand commitment above and beyond the measure of brand anthropomorphism commonly employed in the literature. Theoretical implications for research and implications for practice are also discussed." @default.
- W3007893090 created "2020-03-06" @default.
- W3007893090 creator A5065754079 @default.
- W3007893090 creator A5068602630 @default.
- W3007893090 creator A5082014135 @default.
- W3007893090 date "2020-12-01" @default.
- W3007893090 modified "2023-10-16" @default.
- W3007893090 title "Seeing brands as humans: Development and validation of a brand anthropomorphism scale" @default.
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- W3007893090 doi "https://doi.org/10.1016/j.ijresmar.2020.02.007" @default.