Do the Powerful Prefer the “Brand-As-Leader”? Gender Difference in the Power Effect on Brand Role Preference

In the current research, we investigated the gender difference in the power effect on brand role preference. Specifically, we proposed that men with lower sense of power and women with higher sense of power would prefer “brand as leader”to “brand as partner”.



Citation:

Jiang Wu (2016) ,"Do the Powerful Prefer the “Brand-As-Leader”? Gender Difference in the Power Effect on Brand Role Preference", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 765-765.

Authors

Jiang Wu, Nanjing University, China



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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