To Collaborate or Serve? Effects of Anthropomorphized Brand Roles and Implicit Theories on Consumer Responses

This article extends on the literature regarding brand anthropomorphism and contributes to hospitality and tourism literature by demonstrating that positioning of different anthropomorphic brand roles (partner vs. servant) attracts diverse consumers. Drawing from the results of three experiments in various contexts, we theorize that brand role and consumer implicit theories can interactively influence consumer responses. Specifically, consumers...