<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>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.</p>
</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.

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

The State University of New York at Oneonta

The State University of New York at Oswego

Management & Marketing

This work is licensed under the Creative Commons Attribution 4.0 International License.

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

Publié en ligne: 07 févr. 2023

Pages: 471 - 484

DOI: https://doi.org/10.2478/mmcks-2022-0026

Mots clés
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.

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

Publié en ligne: 07 févr. 2023

Pages: 471 - 484

DOI: https://doi.org/10.2478/mmcks-2022-0026

Mots clésbrand 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.

Mots clés
brand role, goal pursuit, goal progress, goal attainment