Cultivating Admiration in Brands: Warmth, Competence, and Landing in the "Golden Quadrant"
AbstractAlthough 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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Bibliographic InfoPaper provided by Stanford University, Graduate School of Business in its series Research Papers with number 2087.
Date of creation: Nov 2011
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Postal: Stanford University, Stanford, CA 94305-5015
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This paper has been announced in the following NEP Reports:
- NEP-ALL-2012-01-03 (All new papers)
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