000			00913npc a2200169Ia 4500
008			140613s2013 xx 000 0 und d
060			_a658.827
100			_aPUZAKOVA, MARINA
245			_aWhen humanizing brands goes wrong _bThe detrimental effect of brand anthropomorphization amid product wrongdoings
260			_c2013
300			_a81-100
520			_aThe 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			_aBRANDING
700			_aKWAK, HYOKJIN
773			_oP14948 _nM _927732 _011181 _tJOURNAL OF MARKETING
942			_2ddc _cARTCL
999			_c11993 _d11993