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.
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.
Yaeri Kim, Seoul National University, South Korea
Kiwan Park, Seoul National University, South Korea
Seojin Stacey Lee, Seoul National University, South Korea
NA - Advances in Consumer Research Volume 47 | 2019
Q3. Academic Branding on Social Media: Examining the Influence of Personal Brands on the Professor-Student Relationships
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Darija Aleksic, University of Ljubljana
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Derek Rucker, Northwestern University, USA
Seeing Brands Through Rose-Colored Lenses: When Fear of Being Taken Advantage Of Leads to Increased Trust
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Gavan Fitzsimons, Duke University, USA