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Self-construal drives preference for partner and servant brands

Meng-Hua Hsieh,Xingbo Li,Shailendra Pratap Jain,Vanitha Swaminathan

Journal of Business Research（2021）

Cited 9|Views8
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Abstract
•Interdependents express greater purchase intention for partner than servant brands.•Self-enhancement drives interdependents’ preferences for partner brands.•Self-affirmation eliminates interdependents’ preferences for partner brands.
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Key words
Self-construal,Brand relationship,Partner brands,Servant brands,Anthropomorphism
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