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

16 Pages Posted: 20 Nov 2011

See all articles by Jennifer Aaker

Jennifer Aaker

Stanford University - Graduate School of Business

Emily N. Garbinsky

Independent

Kathleen Vohs

University of Minnesota, Twin Cities - Carlson School of Management

Multiple version iconThere are 2 versions of this paper

Date Written: November 1, 2011

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.

Keywords: advertising, brand management, market research, marketing implementation, marketing strategy, communication strategy, expectation theory, motivation, organizational change, power and influence

JEL Classification: M3

Suggested Citation

Aaker, Jennifer Lynn and Garbinsky, Emily N. and Vohs, Kathleen, Cultivating Admiration in Brands: Warmth, Competence, and Landing in the 'Golden Quadrant' (November 1, 2011). Available at SSRN: https://ssrn.com/abstract=1961808 or http://dx.doi.org/10.2139/ssrn.1961808

Jennifer Lynn Aaker

Stanford University - Graduate School of Business ( email )

655 Knight Way
Stanford, CA 94305-5015
United States

Emily N. Garbinsky

Independent

No Address Available

Kathleen Vohs (Contact Author)

University of Minnesota, Twin Cities - Carlson School of Management ( email )

19th Avenue South
Suite 3-150
Minneapolis, MN 55455
United States

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