Consumers’ servitization experience: Implications for perceived social value and preference for local brands

The article analyses how servitization experiences, namely service-based consumption models such as leasing, subscriptions, or shared use, are related to perceived social value and preference for local brands. Based on a survey of 396 consumers in the Spanish automotive sector, the study identifies two contrasting relationships: servitization experience is associated with a higher social value of local brands as a means of expressing identity and values to others, but it also shows a direct negative association with preference for these brands. The findings suggest that companies should combine the benefits of service-based consumption with strategies that preserve the symbolic ties between consumers and brands.