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

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  • 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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    References listed on IDEAS

    as
    1. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    2. repec:pri:cepsud:125krueger is not listed on IDEAS
    3. Daniel Kahneman & Alan B. Krueger & David Schkade & Norbert Schwarz & Arthur A. Stone, 2006. "Would You Be Happier If You Were Richer? A Focusing Illusion," Working Papers 77, Princeton University, Department of Economics, Center for Economic Policy Studies..
    4. Aaker, David A & Stayman, Douglas M & Hagerty, Michael R, 1986. "Warmth in Advertising: Measurement, Impact, and Sequence Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(4), pages 365-381, March.
    5. Aaker, Jennifer & Vohs, Kathleen D. & Mogilner, Cassie, 2010. "Non-profits Are Seen as Warm and For-Profits as Competent: Firm Stereotypes Matter," Research Papers 2047, Stanford University, Graduate School of Business.
    6. Daniel Kahneman & Alan B. Krueger & David Schkade & Norbert Schwarz & Arthur A. Stone, 2006. "Would You Be Happier If You Were Richer? A Focusing Illusion," Working Papers 77, Princeton University, Department of Economics, Center for Economic Policy Studies..
    7. Wendy Liu & Jennifer Aaker, 2008. "The Happiness of Giving: The Time-Ask Effect," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(3), pages 543-557, May.
    8. 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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