When humanizing brands goes wrong (Record no. 11993)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 00913npc a2200169Ia 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 140613s2013 xx 000 0 und d |
| 060 ## - NATIONAL LIBRARY OF MEDICINE CALL NUMBER | |
| Classification number | 658.827 |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | PUZAKOVA, MARINA |
| 245 ## - TITLE STATEMENT | |
| Title | When humanizing brands goes wrong |
| Remainder of title | The detrimental effect of brand anthropomorphization amid product wrongdoings |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Date of publication, distribution, etc. | 2013 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 81-100 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | The brand relationship literature shows that the humanizing of brands and products generates more favorable consumer attitudes and thus enhances brand performance. however the authors propose negative downstream consequences of brand humanization;that is , the anthropomorphization of a brand can negatively affect consumers' brand evaluations when the brand faces negative publicity caused by product wrongdoings. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | BRANDING |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | KWAK, HYOKJIN |
| 773 ## - HOST ITEM ENTRY | |
| Other item identifier | P14948 |
| Note | M |
| Host Itemnumber | 27732 |
| Host Biblionumber | 11181 |
| Title | JOURNAL OF MARKETING |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Articles |
No items available.