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

Rai Dipankar (), Lin Chien-Wei Wilson (), Jiraporn Napatsorn () and Juntongjin Panitharn ()
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Rai Dipankar: Le Moyne College, New York, USA
Lin Chien-Wei Wilson: The State University of New York at Oneonta, New York, USA
Jiraporn Napatsorn: The State University of New York at Oswego, New York, USA
Juntongjin Panitharn: Chulalongkorn University, Bangkok, Thailand

Management & Marketing, 2022, vol. 17, issue 4, 471-484

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.

Keywords: brand role; goal pursuit; goal progress; goal attainment (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:manmar:v:17:y:2022:i:4:p:471-484:n:6

DOI: 10.2478/mmcks-2022-0026

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