Self-construal drives preference for partner and servant brands

Abstract

This research examines how consumers evaluate brands represented in one of two social roles—partner or servant. We theorize that partner brands are perceived to offer greater social connection than servant brands. Across four studies,we show that interdependents express greater likelihood topurchase partner brands than servant brands, as the greater social connection afforded by partner brands enables interdependents to self-enhance. Independents, however,areequally likely to purchase the two as they are not motivated to self-enhance on collectivistic dimensions. In addition, self-affirmation eliminates interdependents’ preference for partner brands over servant brands, indicating that the effect is indeed driven by their need for social connection. This research provides implications for managers in terms of enhancing the effectiveness of brand strategies by leveraging self-construal.