Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
882211 | Journal of Consumer Psychology | 2012 | 9 Pages |
Abstract
The dialogue between social perception and consumer–brand relationship theories opens new opportunities for studying brands. To advance branding research in the spirit of interdisciplinary inquiry, we propose to (1) investigate the process of anthropomorphism through which brands are imbued with intentional agency; (2) integrate the role of consumers not only as perceivers but also as relationship agents; (3) consider important defining dimensions of consumer–brand relationships beyond warmth and competence, including power and excitement; and (4) articulate the dynamics governing warmth (intentions) and competency (ability) judgments to yield prescriptive guidance for developing popular and admired brands.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Susan Fournier, Claudio Alvarez,