Should Anthropomorphized Brands Engage Customers? The Impact of Social Crowding on Brand Preferences

  • Marina Puzakova, Hyokjin Kwak
  • Journal of Marketing, November 2017, American Marketing Association (AMA)
  • DOI: 10.1509/jm.16.0211

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http://dx.doi.org/10.1509/jm.16.0211