Customer empowerment in the face of perceived Incompetence: Effect on preference for anthropomorphized brands

Jamel Khenfer, Steven Shepherd and Olivier Trendel ()
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Jamel Khenfer: Zayed University
Steven Shepherd: OSU - Oklahoma State University [Stillwater]
Olivier Trendel: EESC-GEM Grenoble Ecole de Management

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Keywords: brand preference; power; customer empowerment; perceived competence; self-efficacy (search for similar items in EconPapers)
Date: 2020-09-01
New Economics Papers: this item is included in nep-ipr
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Citations: View citations in EconPapers (7)

Published in Journal of Business Research, Elsevier, 2020

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