By the Grace of Brands: the Role of Brand Leadership in the Process of Restoring Control

Gods and governments provide people with an external sense of control. Can brands serve a similar role? The authors explore how the motive to restore control causes consumers to see and value high market position (brand leaders) as a source of external agency.


Joshua Beck, Alexander Bleier, and Ryan Rahinel (2016) ,"By the Grace of Brands: the Role of Brand Leadership in the Process of Restoring Control", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 389-389.


Joshua Beck, University of Oregon, USA
Alexander Bleier, Boston College, USA
Ryan Rahinel, University of Cincinnati, USA


NA - Advances in Consumer Research Volume 44 | 2016

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