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
Share Proceeding
Featured papers
See MoreFeatured
Q3. Academic Branding on Social Media: Examining the Influence of Personal Brands on the Professor-Student Relationships
Edita Petrylaite, Northumbria University, UK
Darija Aleksic, University of Ljubljana
Featured
The Dark Side of Luxury: The Social Costs of Conspicuous Consumption
Christopher Cannon, Northwestern University, USA
Derek Rucker, Northwestern University, USA
Featured
Seeing Brands Through Rose-Colored Lenses: When Fear of Being Taken Advantage Of Leads to Increased Trust
Steven Shepherd, Oklahoma State University, USA
Gavan Fitzsimons, Duke University, USA