"Bought, Not Loved": Consumer Entitlement and Reciprocity Demand in Founder Led Brand Parasocial Relationships

With founder led marketing on the rise, I wanted to propose a project exploring the two.

Authors

Publication Details

Journal
Psychology Archives
Published
2026-07-24
DOI
https://doi.org/10.23668/psycharchives.22339
Primary Topic
Consumer Behavior in Brand Consumption and Identification
Type
preprint
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preprint

"Bought, Not Loved": Consumer Entitlement and Reciprocity Demand in Founder Led Brand Parasocial Relationships

Aarna Guha Thakurta
Psychology Archives
Consumer Behavior in Brand Consumption and Identification
preprint

"Bought, Not Loved": Consumer Entitlement and Reciprocity Demand in Founder Led Brand Parasocial Relationships

Aarna Guha Thakurta
preprint en

Abstract

With founder led marketing on the rise, I wanted to propose a project exploring the two.

Psychology Archives
Zero hunger
Consumer Behavior in Brand Consumption and Identification
DOIOpen Access PDFOpenAlex
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"Bought, Not Loved": Consumer Entitlement and Reciprocity Demand in Founder Led Brand Parasocial Relationships — Aarna Guha Thakurta · Psychology Archives (2026) | TGRS Research Map | TGRS