Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
882213 | Journal of Consumer Psychology | 2012 | 4 Pages |
Abstract
Although a substantial amount of research has examined the constructs of warmth and competence, far less has examined how these constructs develop and what benefits may accrue when warmth and competence are cultivated. Yet there are positive consequences, both emotional and behavioral, that are likely to occur when brands hold perceptions of both. In this paper, we shed light on when and how warmth and competence are jointly promoted in brands, and why these reputations matter.
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Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Jennifer L. Aaker, Emily N. Garbinsky, Kathleen D. Vohs,