María Pilar López Belbeze, member of CRiEDO, is co-author of the new article Consumers’ servitization experience: Implications for perceived social value and preference for local brands, published in the Journal of Retailing and Consumer Services (Volume 94, Article 105022, January 2027) and available online since August 4, 2026.
The study, conducted jointly by Josep Rialp Criado, Diana Marcela Escandón Barbosa, Maryam Vaziri, and María Pilar López Belbeze, explores how servitization experiences influence the way consumers perceive and value local brands. The authors are affiliated with the Department of Business at the Universitat Autònoma de Barcelona, except for Maryam Vaziri, whose research activity is based at La Salle – Universitat Ramon Llull.
Servitization refers to consumption models based on access to and use of services rather than traditional product ownership, such as leasing, subscriptions, or sharing platforms. As these models become increasingly widespread, the study examines how they influence consumers’ relationships with local brands.
The article is based on a survey of 396 consumers in the Spanish automotive sector and reveals a complex reality. On the one hand, servitization experiences contribute to strengthening the perceived social value of local brands, as these brands continue to serve as relevant tools for expressing identity, belonging, and values to others. On the other hand, the study shows that these same experiences are directly and negatively associated with consumers’ preference for local brands.
The findings suggest that companies should develop strategies that combine the benefits of service-based consumption models with mechanisms that preserve the symbolic and emotional bonds between consumers and brands. This contribution advances knowledge on consumer behavior in increasingly access-oriented and sharing-based consumption environments, while offering valuable insights for researchers and marketing and business management professionals.
Read the article here.
