Self-construal drives preference for partner and servant brands
Abstract
This research examines how consumers evaluate brands represented in one of two social roles—partner or servant. We theorize that partner brands are perceived to offer greater social connection than servant brands. Across four studies, we show that interdependents express greater likelihood to purchase partner brands than servant brands, as the greater social connection afforded by partner brands enables interdependents to self-enhance....
Paper Details
Title
Self-construal drives preference for partner and servant brands
Published Date
May 1, 2021
Journal
Volume
129
Pages
183 - 192
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Notes
History