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Cultivating Admiration in Brands: Warmth, Competence, and Landing in the "Golden Quadrant"

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Listed:
  • Aaker, Jennifer L.

    (Stanford University)

  • Garbinsky, Emily N.

    (Stanford University)

  • Vohs, Kathleen D.

    (University of MN)

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.

Suggested Citation

  • Aaker, Jennifer L. & Garbinsky, Emily N. & Vohs, Kathleen D., 2011. "Cultivating Admiration in Brands: Warmth, Competence, and Landing in the "Golden Quadrant"," Research Papers 2087, Stanford University, Graduate School of Business.
  • Handle: RePEc:ecl:stabus:2087
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    File URL: http://gsbapps.stanford.edu/researchpapers/library/RP2087.pdf
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    References listed on IDEAS

    as
    1. Aaker, David A & Stayman, Douglas M & Hagerty, Michael R, 1986. " Warmth in Advertising: Measurement, Impact, and Sequence Effects," Journal of Consumer Research, Oxford University Press, vol. 12(4), pages 365-381, March.
    2. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 24(4), pages 343-373, March.
    3. Liu, Wendy & Aaker, Jennifer L., 2008. "The Happiness of Giving: The Time-Ask Effect," Research Papers 1998, Stanford University, Graduate School of Business.
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