The anthropomorphic brand logo and its effect on perceived functional performance
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DOI: 10.1057/s41262-022-00271-z
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- Patrizi, Michela & Šerić, Maja & Vernuccio, Maria, 2024. "Hey Google, I trust you! The consequences of brand anthropomorphism in voice-based artificial intelligence contexts," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
- Maria Vernuccio & Michela Patrizi & Maja Šerić & Alberto Pastore, 2023. "The perceptual antecedents of brand anthropomorphism in the name-brand voice assistant context," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 302-317, July.
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Keywords
Brand logo; Logo anthropomorphism; Perceived functional performance; Logo association; Logo-self connection;All these keywords.
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