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Helenius, Rosa
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Helenius, Rosa
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Nike says, “Just do it”, so I do. : perceived brand anthropomorphism and its effects on consumers’ well-being
by
Helenius, Rosa
Published 2023
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Master's thesis
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Related Subjects
anthropomorphism
antropomorfismi
brand anthropomorphism
brand partnership
branding
brands
brändit
brändäys
consumer behaviour
consumer-brand relationship
consumers
hyvinvointi
kuluttajakäyttäytyminen
kuluttajat
marketing
markkinointi
perceived brand anthropomorphism
self-brand congruence
well-being