Skip to main content
Have a personal or library account? Click to login
Brand as a leader or a servant? The effect of anthropomorphized brand roles and goal types on consumer responses Cover

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

Management & Marketing
Volume 17 (2022): Issue 4 (December 2022)
By: ,  ,   and    
Open Access
|Feb 2023
Articles in this issue
DOI: https://doi.org/10.2478/mmcks-2022-0026 | Journal eISSN: 2069-8887 (formerly 1842-0206) | Journal ISSN: 1842-0206
Journal RSS Feed
Language: English
Page range: 471 - 484
Published on: Feb 7, 2023
Published by: Society for Business Excellence
In partnership with: Paradigm Publishing Services
Keywords:
brand role,
goal pursuit,
goal progress,
goal attainment
Related subjects:
Business and economics,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business development, change management, cooperation,
Entrepreneurship

© 2023 Dipankar Rai, Chien-Wei Wilson Lin, Napatsorn Jiraporn, Panitharn Juntongjin, published by Society for Business Excellence
This work is licensed under the Creative Commons Attribution 4.0 License.

Volume 17 (2022): Issue 4 (December 2022)
Next article