Article ID Journal Published Year Pages File Type
882213 Journal of Consumer Psychology 2012 4 Pages PDF
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.

Related Topics
Social Sciences and Humanities Business, Management and Accounting Marketing
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