Partner vs. Servant

Partner vs. Servant

Abstract: The current research examines the effect of perceived brand role (partner vs. servant) on consumer’s social distance and mental construal toward the brand. Results show that a partner brand leads individuals to have proximal social distance and a low level of construal compared to a servant brand. Moreover, the effect of brand role on social distance is maintained when individuals have a low level of product involvement. However, individuals perceive no difference in social distance between a partner brand and a servant brand when they have high level of product involvement. Theoretical and managerial implications are discussed.

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