The Influence of Power on Preference For Anthropomorphized Brands Depends on Perceived Competence

This research shows that the causal relationship between power and preference for anthropomorphized brands depends on consumers’ perceived competence. When perceived competence was high (vs. low), power drove preference for servant brands. However, when perceived competence was low (vs. high), power holders avoided partner brands.



Citation:

Jamel Khenfer, Steven Shepherd, and Olivier Trendel (2018) ,"The Influence of Power on Preference For Anthropomorphized Brands Depends on Perceived Competence", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 75-76.

Authors

Jamel Khenfer, Zayed University, United Arab Emirates
Steven Shepherd, Oklahoma State University, USA
Olivier Trendel, Grenoble Ecole de Management, France



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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