%0 Journal Article
%T When Humanizing Brands Goes Wrong: The Detrimental Effect of Brand Anthropomorphization amid Product Wrongdoings
%A Puzakova, Marina
%A Kwak, Hyokjin
%A Rocereto, Joseph F.
%J Journal of Marketing
%V 77
%N 3
%P 81-100
%@ 0022-2429
%D 2013-05-01
%I SAGE Publications
%~ DeepDyve