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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: Dipankar Rai,  Chien-Wei Wilson Lin,  Napatsorn Jiraporn and  Panitharn Juntongjin  
Open Access
|Feb 2023

Authors

Dipankar Rai

raid@lemoyne.edu

Le Moyne College, New York, USA

Chien-Wei Wilson Lin

wilson.lin@oneonta.edu

The State University of New York at Oneonta, New York, USA

Napatsorn Jiraporn

napatsorn.jiraporn@oswego.edu

The State University of New York at Oswego, New York, USA

Panitharn Juntongjin

panitharn@cbs.chula.ac.th

Chulalongkorn University, Bangkok, Thailand
DOI: https://doi.org/10.2478/mmcks-2022-0026 | Journal eISSN: 2069-8887 | Journal ISSN: 1842-0206
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Language: English
Page range: 471 - 484
Published on: Feb 7, 2023
Published by: Society for Business Excellence
In partnership with: Paradigm Publishing Services
Publication frequency: 4 issues per year
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.

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