In a digital world, it is becoming increasingly important for marketing researchers and
practitioners to understand how consumers attribute humanlike characteristics and …

Anthropomorphism has been identified as an effective marketing and communication tool in
the hospitality and tourism industry. However, the application of anthropomorphism is …

Intelligent AI devices have become a common presence in the business landscape, offering
a wide range of services, from the medical sector to the hospitality industry. From an …

Purpose As celebrity endorsements have extended from traditional media to social media,
the role of celebrities has been amplified and celebrities have been able to establish …

Companies are increasingly allocating more of their marketing spending to social media
programs. Yet there is little research about how social media use is associated with …

As brands increasingly integrate artificial intelligence (AI)-enabled automation as part of
their communication efforts, marketers have employed social media brand chatbots to …

Purpose Brand love is perceived as one of the main objectives in brand management.
Nevertheless, research into the factors influencing brand love are scarce. This paper aims to …

As consumers become more conscious of the deteriorating state of the environment,
organizations too are beginning to demonstrate their sustainable commitments in …

Brand experience and brand personality have become two important theoretical constructs
in the branding literature. However, research on the antecedents of these two constructs has …

Purpose This paper aims to examine relationships between consumer-brand identification
(CBI), brand prestige (BP), brand anthropomorphism (BA) and consumers' active …