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Journals
Management & Marketing
Volume 17 (2022): Issue 4 (December 2022)
Open Access
Brand as a leader or a servant? The effect of anthropomorphized brand roles and goal types on consumer responses
Dipankar Rai
Dipankar Rai
,
Chien-Wei Wilson Lin
Chien-Wei Wilson Lin
,
Napatsorn Jiraporn
Napatsorn Jiraporn
and
Panitharn Juntongjin
Panitharn Juntongjin
| Feb 07, 2023
Management & Marketing
Volume 17 (2022): Issue 4 (December 2022)
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Published Online:
Feb 07, 2023
Page range:
471 - 484
DOI:
https://doi.org/10.2478/mmcks-2022-0026
Keywords
brand role
,
goal pursuit
,
goal progress
,
goal attainment
© 2022 Dipankar Rai et al., published by Sciendo
This work is licensed under the Creative Commons Attribution 4.0 International License.
Dipankar Rai
Le Moyne College
New York, USA
Chien-Wei Wilson Lin
The State University of New York at Oneonta,
New York, USA
Napatsorn Jiraporn
The State University of New York at Oswego,
New York, USA
Panitharn Juntongjin
Chulalongkorn University,
Bangkok, Thailand