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How consumers respond when brands disclose using AI in creating social media content: examining brand personification and communication strategies
作者Linwan Wu
作者单位1. University of South Carolina School of Journalism and Mass Communications, College of Information and Communications, , Columbia, ,
The double-edged power of brand purpose: how strong purpose helps and hurts brands facing criticism
作者Clemens Luis Ammann; Jonathan Matzinger; Harley Krohmer
作者单位1. Institute of Marketing and Management, University of Bern , Bern, , and Institute of Marketing and Global Management, Bern University of Applied Sciences, Bern,; 2. University of Bern Institute of Marketing and Management, , Bern,
Buffering transgressions: role of anthropomorphism, attachment orientations and brand role in shaping advocacy intentions
作者Gurbir Singh; Archit Vinod Tapar; M S Balaji
作者单位1. Indian Institute of Management Amritsar Department of Marketing, , Amritsar,; 2. Indian Institute of Management Rohtak Department of Marketing and Strategy, , Rohtak,; 3. RMIT University Department of Marketing, , Melbourne,
Stories that sell: the role of story diagnosticity, AI and olfactory imagery in online fragrance purchase intention
作者Meg Michelsen; Jamie L. Grigsby; Cesar Zamudio
作者单位1. Longwood University Department of Marketing, College of Business and Economics, , Farmville, ,; 2. Missouri State University Department of Marketing, College of Business, , Springfield, ,; 3. Virginia Commonwealth University Department of Marketing, School of Business Administration, , Richmond, ,
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