Preference for partner or servant brand roles depends on consumers' power distance belief
Patrick van Esch, Yuanyuan (Gina) Cui, April Sledge, Gopal Das, Erol Pala
| Year of publication: |
2023
|
|---|---|
| Authors: | Van Esch, Patrick ; Cui, Yuanyuan ; Sledge, April ; Das, Gopal ; Pala, Erol |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 162.2023, p. 1-15
|
| Subject: | Anthropomorphism | Advertising | Servant-partner | Power distance belief | Righteous anger | Willingness to pay | Purchase intention | Konsumentenverhalten | Consumer behaviour | Zahlungsbereitschaftsanalyse | Kulturelle Identität | Cultural identity | Emotion | Experiment | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2023.113896 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014302557