title: ‘Cultivating admiration in brands: Warmth, competence, and landing in the “golden quadrant”’ year: ‘2014’ type: cpaper author: “Jennifer Doe, Erhan Bilal, Takahiko Koyama, Fang Wang, Filippo Utro, Kahn Rhrissorrakrai, Raquel Norel, Laxmi Parida, and Ajay Royyuru” label: Conference Papers cite: Journal of Consumer Psychology, Volume 22, Issue 2, April 2012, Pages 191-194 download: http://faculty-gsb.stanford.edu/aaker/pages/documents/CultivatingAdmirationinBrands_JCP2012.pdf link: http://www.sciencedirect.com/science/article/pii/S1057740812000290 subtitle: “<h4>Abstract</h4> <p>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.</p>” —