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    Nike says, “Just do it”, so I do. : perceived brand anthropomorphism and its effects on consumers’ well-being

    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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20423 Marketing Markkinointi 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

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