Partner Or Servant? When Relationship Type Affects Trait Expectations and Evaluations of the Brand

Ping Dong , University of Toronto, Canada
Pankaj Aggarwal, University of Toronto, Canada
We show that consumers expect partner brands to be high on warmth and servant brands to be high on competence. Furthermore, we show that consumers polarize their evaluations for partner (servant) brands in warmth (competence) domain whereby brands are evaluated more or less positively for upholding or violating consumers’ expectations.
[ to cite ]:
Ping Dong and Pankaj Aggarwal (2016) ,"Partner Or Servant? When Relationship Type Affects Trait Expectations and Evaluations of the Brand", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 118-122.