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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Rai Dipankar & Lin Chien-Wei Wilson & Jiraporn Napatsorn & Juntongjin Panitharn, 2022. "Brand as a leader or a servant? The effect of anthropomorphized brand roles and goal types on consumer responses," Management & Marketing, Sciendo, vol. 17(4), pages 471-484, December.
    • Handle: RePEc:vrs:manmar:v:17:y:2022:i:4:p:471-484:n:6
    DOI: 10.2478/mmcks-2022-0026
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