Brand as a leader or a servant? The effect of anthropomorphized brand roles and goal types on consumer responses-Reference-Cited by-同舟云学术

Brand as a leader or a servant? The effect of anthropomorphized brand roles and goal types on consumer responses

Published:2022-12-01 Issue:4 Volume:17 Page:471-484
ISSN:2069-8887
Container-title:Management & Marketing
language:en
Short-container-title:

Author:

Rai Dipankar¹,Lin Chien-Wei Wilson²,Jiraporn Napatsorn³,Juntongjin Panitharn⁴

Affiliation:

1. Le Moyne College , New York , USA

2. The State University of New York at Oneonta , New York , USA

3. The State University of New York at Oswego , New York , USA

4. Chulalongkorn University , Bangkok , Thailand

Abstract

Abstract Using research from brand roles and goal pursuit as our theoretical framework, we find that the type of goal pursuit influences how consumers respond to the brand role of leader (i.e., leader brand) vs. servant (i.e., servant brand). Two experiments show that consumers in the goal attainment condition prefer a leader brand rather than a servant brand. In contrast, consumers in the goal progress condition show no difference in their preference for a leader brand or a servant brand. Mediation analyses show that the level of motivation mediates the effect of goal pursuit on consumers’ preference for leader brands. Theoretical and managerial implications are discussed.

Publisher

Walter de Gruyter GmbH

Subject

General Business, Management and Accounting

Link

https://www.sciendo.com/pdf/10.2478/mmcks-2022-0026

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