Cultivating admiration in brands: Warmth, competence, and landing in the "golden quadrant"

被引：258

作者：

Aaker, Jennifer L. ^{[1
]}

Garbinsky, Emily N.

Vohs, Kathleen D. ^{[2
]}

机构：

[1] Stanford Univ, Grad Sch Business, Stanford, CA 94305 USA

[2] Univ Minnesota, Carlson Sch Management, Minneapolis, MN 55455 USA

来源：

JOURNAL OF CONSUMER PSYCHOLOGY | 2012年 / 22卷 / 02期

关键词：

Competent; Warm; Admiration; Brands; STEREOTYPE CONTENT; UNIVERSAL DIMENSIONS; MODEL; MAP;

D O I：

10.1016/j.jcps.2011.11.012

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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. (C) 2012 Society for Consumer Psychology. Published by Elsevier Inc. All rights reserved.

引用

页码：191 / 194

页数：4

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