Self-construal drives preference for partner and servant brands

Meng-Hua Hsieh,Xingbo Li,Shailendra Pratap Jain,Vanitha Swaminathan

Journal of Business Research（2021）

引用 9|浏览4

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摘要

•Interdependents express greater purchase intention for partner than servant brands.•Self-enhancement drives interdependents’ preferences for partner brands.•Self-affirmation eliminates interdependents’ preferences for partner brands.

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关键词

Self-construal,Brand relationship,Partner brands,Servant brands,Anthropomorphism

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