Abstract
The dialogue between social perception and consumer-brand relationship theories opens new opportunities for studying brands as intentional agents. To advance branding research in the spirit of interdisciplinary inquiry, we propose to investigate the process of anthropomorphism through which brands are imbued with intentional agency; integrate the role of consumers not only as perceivers but also as relationship agents; consider important defining dimensions of consumer-brand relationships beyond warmth and competence, including power and excitement; and articulate the dynamics governing warmth (intentions) and competency (ability) judgments to yield prescriptive guidance for developing popular and admired brands.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.