19F Humanlike Underdogs: the Moderating Role of Service Type (Sst Vs. Face-To-Face) and Brand Status (Underdog Vs. Top-Dog) on Brand Attitude

We instigated the effects of service type on brand status on brand attitude. We find that people show more favorable attitude toward face-to-face service than self-service technology for underdog brands. However, this effect was reversed in private consumption context. We also demonstrate mediation processes to account for the proposed effects.



Citation:

Yaeri Kim, Kiwan Park, and Seojin Stacey Lee (2019) ,"19F Humanlike Underdogs: the Moderating Role of Service Type (Sst Vs. Face-To-Face) and Brand Status (Underdog Vs. Top-Dog) on Brand Attitude", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 978-978.

Authors

Yaeri Kim, Seoul National University, South Korea
Kiwan Park, Seoul National University, South Korea
Seojin Stacey Lee, Seoul National University, South Korea



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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