Partner vs. Servant

Choi, D., Lee, S. Y., Sung, Y. H., & Kim, D. H. (2016, March). Partner vs. Servant: The Impact of Brand Role on Consumer’s Psychological Distance and Construal Level. Presentation at the 2016 American Academy of Advertising Conference, Seattle, WA.

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.

DongWon Choi