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Brand Personification: Introduction and Overview
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What this work says
Outgoing claims: the papers this work cites, builds on, or argues with.
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Brand Logo Recognition by Children Aged 3 to 6 Years
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The Role of Imagination and Brand Personification in Brand Relationships
inferredcites →https://doi.org/10.1002/mar.20674openalex-snapshot
A Name You Can Trust? Personification Effects Are Influenced by Beliefs About Company Values
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Nothing Can Tear Us Apart: The Effect of Brand Identity Fusion in Consumer–Brand Relationships
inferredcites →https://doi.org/10.1002/mar.20676openalex-snapshot
Cultural Factors That Impact Brand Personification Strategy Effectiveness
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Brand Personification through the Use of Spokespeople: An Exploratory Study of Ordinary Employees, CEOs, and Celebrities Featured in Advertising
inferredcites →https://doi.org/10.1002/mar.20678openalex-snapshot
She Was Fine When She Left Here: Polysemy, Patriarchy, and Personification in Brand Titanic's Birthplace
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Exploring the Valuation of Corporate Social Responsibility—A Comparison of Research Methods
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Deconstructing Subtle Racist Imagery in Television Ads
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Multimodal Behavior Therapy
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The role of meat consumption in the denial of moral status and mind to meat animals
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Use does not wear ragged the fabric of friendship: Thinking of objects as alive makes people less willing to replace them
inferredcites →https://doi.org/10.1037/0033-295x.114.4.864openalex-snapshot
On seeing human: A three-factor theory of anthropomorphism.
inferredcites →https://doi.org/10.1037/a0020240openalex-snapshot
Making sense by making sentient: Effectance motivation increases anthropomorphism.
inferredcites →https://doi.org/10.1080/00913367.1943.10673455openalex-snapshot
A Content Analysis of Animation and Animated Spokes-Characters in Television Commercials
inferredcites →https://doi.org/10.1097/00005053-197306000-00005openalex-snapshot
MULTIMODAL BEHAVIOR THERAPY
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Retail personality and the Hispanic consumer
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Projective techniques for brand image research
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A Recipe for Business Intelligence Success
inferredcites →https://doi.org/10.1111/j.1470-6431.2010.00880.xopenalex-snapshot
Using projective techniques to tap into consumers' feelings, perceptions and attitudes . . . getting an honest opinion
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Attitudes toward Animals: Species Ratings
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The Historical Significance of Joe Camel
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Companion Animals in Obituaries: An Exploratory Study
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1900-2000 in Review: The Shifting Role and Face of Animals in Print Advertisements in the Twentieth Century
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Cause-Related Marketing (CRM): The Influence of Donation Proximity and Message-Framing Cues on the Less-Involved Consumer
inferredcites →https://doi.org/10.2753/joa0091-3367400108openalex-snapshot
Personification in Advertising
What points at this work
Incoming claims: where this work appears in other papers’ reference lists and arguments.
inferred← citeshttps://doi.org/10.2139/ssrn.4856543openalex-extracted
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Social Media Conversations: When Consumers Do Not React Positively to Brands’ Kindness to Others
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Mascot Endorsement Provoke the Audiences’ Engagement
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Enhancing Creative Performance in Co-creation from Crowdsourcing Participants Through Physical Verbal Personification
inferred← citeshttps://doi.org/10.1007/978-3-658-04653-8_27openalex-snapshot
Mit Personifizierungen wirkungsvoll in der Kommunikation emotionalisieren
inferred← citeshttps://doi.org/10.1007/978-3-658-05262-1_27-1openalex-snapshot
Mit Personifizierungen wirkungsvoll in der Marketingkommunikation emotionalisieren
inferred← citeshttps://doi.org/10.1007/978-3-658-28672-9_11openalex-snapshot
Mulmige Gefühle und unheimliche Produkte und Dienstleistungen
inferred← citeshttps://doi.org/10.1007/s10796-023-10395-5openalex-snapshot
Finetuning Analytics Information Systems for a Better Understanding of Users: Evidence of Personification Bias on Multiple Digital Channels
inferred← citeshttps://doi.org/10.1016/j.cognition.2015.09.009openalex-snapshot
Perceiving the agency of harmful agents: A test of dehumanization versus moral typecasting accounts
inferred← citeshttps://doi.org/10.1016/j.emj.2014.04.005openalex-snapshot
Meaning threats heighten consumer attachment: implications for global brand management
inferred← citeshttps://doi.org/10.1016/j.jbusres.2017.11.004openalex-snapshot
The effect of verbal brand personification on consumer evaluation in advertising: Internal and external personification
inferred← citeshttps://doi.org/10.1016/j.jcps.2016.05.002openalex-snapshot
Textual paralanguage and its implications for marketing communications
inferred← citeshttps://doi.org/10.1016/j.jretconser.2025.104320openalex-snapshot
Interplay of Imagery: Unveiling the impact of Co-branding anthropomorphized couple imagery on consumer engagement
inferred← citeshttps://doi.org/10.1016/j.jretconser.2025.104717openalex-snapshot
Brands cannot own a human celebrity but can own an AI endorser: AI endorsers’ role in shaping consumer self-brand connection
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inferred← citeshttps://doi.org/10.1080/02650487.2020.1837485openalex-snapshot
CEOs’ self-disclosure on Instagram and consumer-brand relationships: the moderating effect of relationship norms
inferred← citeshttps://doi.org/10.1080/0267257x.2015.1096818openalex-snapshot
Persona-fied brands: managing branded persons through persona
inferred← citeshttps://doi.org/10.1080/10447318.2017.1328006openalex-snapshot
How a Retailer’s Website Quality Fosters Relationship Quality: The Mediating Effects of Parasocial Interaction and Psychological Distance
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The Matching Effects of Advertising Strategies on Enhancing Consumer Trials of Insect-Based Foods
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The Role of Brand Spokes-Characters’ Gender in an Emerging Context – A Worthy Consideration for Brand Anthropomorphism?
inferred← citeshttps://doi.org/10.1080/15252019.2015.1079508openalex-snapshot
Would You Be My Friend? An Examination of Global Marketers' Brand Personification Strategies in Social Media
inferred← citeshttps://doi.org/10.1080/15295036.2015.1103377openalex-snapshot
Fetishizing Flo: Constructing Retail Space and Flexible Gendered Labor in Digital-Era Insurance Advertising
inferred← citeshttps://doi.org/10.1080/15551393.2022.2129656openalex-snapshot
Being Present as ‘Real’ Humans on Social Media: How Do Personified Brand Visuals Lead to Consumer Engagement?
inferred← citeshttps://doi.org/10.1080/19388160.2018.1516586openalex-snapshot
Does Brand Personification Matter in Consuming Tourism Real Estate Products? A Perspective on Brand Personality, Self-congruity and Brand Loyalty
inferred← citeshttps://doi.org/10.1080/20511817.2018.1741169openalex-snapshot
History as Luxury Brand Enhancement
inferred← citeshttps://doi.org/10.1108/bfj-01-2023-0017openalex-snapshot
Assessing the effect of baby schema cuteness on emotions, perceptions and attitudes towards insect-based packaged foods
inferred← citeshttps://doi.org/10.1108/ejm-05-2014-0291openalex-snapshot
Individual difference factors related to anthropomorphic tendency
inferred← citeshttps://doi.org/10.1108/ejm-07-2018-0471openalex-snapshot
Revisiting the effects of anthropomorphism on brand relationship outcomes: the moderating role of psychological disposition
inferred← citeshttps://doi.org/10.1108/ejm-12-2019-0940openalex-snapshot
The impact of collective brand personification on happiness and brand loyalty
inferred← citeshttps://doi.org/10.1108/jcm-01-2024-6526openalex-snapshot
Analyzing the impact of faces on consumer engagement in social media videos: a machine learning approach
inferred← citeshttps://doi.org/10.1108/jfmm-04-2020-0059openalex-snapshot
I trust what she's #endorsing on Instagram: moderating effects of parasocial interaction and social presence in fashion influencer marketing
inferred← citeshttps://doi.org/10.1108/jpbm-02-2015-0806openalex-snapshot
Brand constellations: reflections of the emotional self
inferred← citeshttps://doi.org/10.1108/jpbm-06-2017-1499openalex-snapshot
Brand personality: theory and dimensionality
inferred← citeshttps://doi.org/10.1108/jpbm-06-2024-5290openalex-snapshot
Examining a hyper-human virtual brand ambassador as a brand personification strategy
inferred← citeshttps://doi.org/10.1108/jpbm-09-2025-6302openalex-snapshot
How consumers respond when brands disclose using AI in creating social media content: examining brand personification and communication strategies
inferred← citeshttps://doi.org/10.1108/jpbm-10-2022-4180openalex-snapshot
Brands talking on events? Brand personification in real-time marketing tweets to drive consumer engagement
inferred← citeshttps://doi.org/10.1108/jpbm-11-2016-1351openalex-snapshot
Asymmetric cognitive, emotional and behavioural effects of values-related and performance-related negative brand publicity
inferred← citeshttps://doi.org/10.1108/jpbm-12-2021-3787openalex-snapshot
Brand anthropomorphism on Twitter: communication strategies and consumer engagement
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The Effect of Brand Anthropomorphism on Customers’ Behaviour Towards the Indian Hypermarket Brands
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Brand Personification as Bonding
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SERBIAN ADAPTATION OF THE BRAND PERSONALITY SCALE (BPS): AN APPLICATION TO TOURISM DESTINATIONS
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Can Your Advertisement Go Abstract Without Affecting Willingness to Pay?
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User Interface Design Analysis of Tokopedia Marketplace Website
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Kinetic - an Exploration of Storytelling Media and Content Experiences and the Impact on Fan Engagement
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Optimizing Positive e-Word of Mouth: Unveiling the Influence of Brand Personification, Social Presence, and Message Characteristics
inferred← citeshttps://doi.org/10.3389/fcomm.2025.1602833openalex-snapshot
Immersed in our narratives: a study of the effectiveness of cobrand anthropomorphism
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Marketing Practices of Some Selected Soft Drinks Industries in Bangladesh
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Influenciadores digitais virtuais: Magazine Luiza no carnaval
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Des cultures à l’interculturation. Penser le changement culturel médiatisé à l’ère de la mondialisation
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Dialoguer avec la marque au-delà des frontières : une étude interculturelle du rôle de la relation à la marque dans les expériences utilisateur des chatbots
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