Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
Results
Showing 1 to 4 of 4 for “"human brands"”.
-
Fashion Bloggers as Human Brands: Exploring Brand Personality within the Blogosphere
… on Aaker’s five brand personality framework (human-like attributes of a brand) to analyze fashion bloggers as human brands. While the concept of brand personality has been applied to diverse domains such as news media, professional athleticism, and book publishing, little research has focused …
-
Exploring how Generation Y consumers engage with human brands: does it differ from how they engage with traditional brands?
Traditionally, brands have been known as cues that identify or distinguish products, businesses, services, or organisations. More recently, researchers have established that brands can also be human, yet to date very little literature has explored the concept of human brands. For the purpose of …
-
Essays on How Consumers Respond to Positive Brand-to-brand Interactions
… are privy to a wide variety of content from brands and media figures (e.g., celebrities, content creators, athletes, influencers). I focus on investigating the effects of observing positive interactions between brands or human brands on consumer perceptions. In the first essay, across six …
-
Share, like, tweet and cheer: an examination of social media usage and the NFL
… (i.e., parasocial attachments) between fans and human brands (i.e., NFL players).