Do materialists prefer the “brand-as-servant”? The interactive effect of anthropomorphized brand roles and materialism on consumer responses

Journal of Consumer Research

Volumn 42, Issue 2, 2015, Pages 284-299

  Kim, Hyeongmin Christian ^a   Kramer, Thomas ^b  

^a JOHNS HOPKINS UNIVERSITY   (United States)

^b UNIVERSITY OF SOUTH CAROLINA   (United States)

Author keywords

Anthropomorphism; Consumer brand relationship; Materialism; Partner; Servant

Indexed keywords

EID: 84938098489     PISSN: 00935301     EISSN: None     Source Type: Journal    
DOI: 10.1093/jcr/ucv015     Document Type: Article

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