Work with me or work for me: The effect of brand roles depends on implicit theories of self‐change

Consumer‐brand relationships are important predictors of consumption, but the psychology surrounding the different roles brands occupy within these relationships is not fully understood. Three experiments and one field study investigate how preferences for two of these brand roles, partner and serva...

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Bibliographic Details
Published in:Journal of consumer psychology 2024-10, Vol.34 (4), p.551-569
Main Authors: Rai, Dipankar, Lin, Chien‐Wei (Wilson), Yang, Chun‐Ming, Saint Clair, Julian K.
Format: Article
Language:English
Subjects:
advertising
branding
preference and choice
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