Self-construal drives preference for partner and servant brands
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DOI: 10.1016/j.jbusres.2021.02.054
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- Lili Wang & Maferima Touré-Tillery & Ann L. McGill, 2023. "The effect of disease anthropomorphism on compliance with health recommendations," Journal of the Academy of Marketing Science, Springer, vol. 51(2), pages 266-285, March.
- Li, Mengyi & Ma, Qin-hai, 2022. "“Do not impose on others what you desire.†Research on the influence of service Personnel's interactive orientation on customer comfort," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
- van Esch, Patrick & Cui, Yuanyuan (Gina) & Sledge, April & Das, Gopal & Pala, Erol, 2023. "Preference for partner or servant brand roles depends on consumers’ power distance belief," Journal of Business Research, Elsevier, vol. 162(C).
- Teng, Lefa & Sun, Chuluo & Chen, Yifei & Lever, Michael W. & Foti, Lianne, 2024. "Partner or servant? The influence of robot role positioning on consumers’ brand evaluations," Journal of Business Research, Elsevier, vol. 180(C).
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Keywords
Self-construal; Brand relationship; Partner brands; Servant brands; Anthropomorphism;All these keywords.
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