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Past research on transformative service experiences suggests that participating individuals may experience positive, as well as (unintended) negative well‐being consequences. Most of this work has examined aspects of the service provider and the service experience as a causal factor, underemphasizing aspects of the participants in such experiences as a determinant. Implementing a longitudinal design...
Companies increasingly share the stories behind their brand's founding to engage consumers. The current studies explore how the motives that underlie business formation in founder's stories influence consumer brand perceptions. Specifically, stories that highlight self‐transcendence (vs. self‐enhancement) founder values enhance the perceived authenticity of the focal brand. We examine narrative co...
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