Brand as a leader or a servant? The effect of anthropomorphized brand roles and goal types on consumer responses

Using research from brand roles and goal pursuit as our theoretical framework, we find that the type of goal pursuit influences how consumers respond to the brand role of leader (i.e., leader brand) vs. servant (i.e., servant brand). Two experiments show that consumers in the goal attainment condition prefer a leader brand rather than a servant brand. In contrast, consumers in the goal progress condition show no difference in their preference for a leader brand or a servant brand. Mediation analyses show that the level of motivation mediates the effect of goal pursuit on consumers' preference for leader brands. Theoretical and managerial implications are discussed.