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Brands as relationship partners: Warmth,competence, and in-between |
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| Authors: | Susan Fournier Claudio Alvarez |
| Affiliation: | Boston University School of Management, 595 Commonwealth Ave. Boston, MA 02215, USA |
| Abstract: | |
| Keywords: | Brand relationships Brands as intentional agents framework Brands and Branding Anthropomorphism Brand personality |
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