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Kim et al., 2018 - Google Patents

Personality structure of brands on social networking sites and its effects on brand affect and trust: evidence of brand anthropomorphization

Kim et al., 2018

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Document ID
16968319420817810230
Author
Kim J
Kwon E
Kim B
Publication year
Publication venue
Asian Journal of Communication

External Links

Snippet

The current study explored the personality dimensions of brands on Social Networking Sites (SNSs) using a South Korean sample. Through a series of exploratory and confirmatory factor analyses, six dimensions (ie Openness, Conscientiousness, Agreeableness …
Continue reading at www.researchgate.net (PDF) (other versions)

Classifications

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    • G06F17/30864—Retrieval from the Internet, e.g. browsers by querying, e.g. search engines or meta-search engines, crawling techniques, push systems
    • G06F17/30867—Retrieval from the Internet, e.g. browsers by querying, e.g. search engines or meta-search engines, crawling techniques, push systems with filtering and personalisation
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