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
Share Proceeding
Featured papers
See MoreFeatured
Market Structure and Firm Engagement in Divisive Political Issues
Chris Hydock, Georgetown University, USA
Neeru Paharia, Georgetown University, USA
Sean Blair, Georgetown University, USA
Featured
Thanks for Nothing: Expressing Gratitude Invites Exploitation by Competitors
Kelly Kiyeon Lee, Georgetown University, USA
Jeremy A. Yip, Georgetown University, USA
Cindy Chan, University of Toronto, Canada
Alison Wood Brooks, Harvard Business School, USA
Featured
The Effect of Identity Conflict on Price Sensitivity
Huachao Gao, University of Victoria
Yinlong Zhang, University of Texas at San Antonio, USA
Vikas Mittal, Rice University, USA