Brands as Relationship Partners: Warmth, Competence, and In-Between

Journal of Consumer Psychology, Forthcoming

Boston U. School of Management Research Paper No. 2011-19

32 Pages Posted: 21 Nov 2011 Last revised: 27 Mar 2012

Date Written: October 1, 2011

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.

Keywords: marketing, consumer, branding, consumer brand relationship

Suggested Citation

Fournier, Susan and Alvarez, Claudio, Brands as Relationship Partners: Warmth, Competence, and In-Between (October 1, 2011). Journal of Consumer Psychology, Forthcoming, Boston U. School of Management Research Paper No. 2011-19, Available at SSRN: https://ssrn.com/abstract=1962508 or http://dx.doi.org/10.2139/ssrn.1962508

Susan Fournier (Contact Author)

Boston University ( email )

595 Commonwealth Avenue
Boston, MA 02215
United States
617 353 2773 (Phone)

Claudio Alvarez

Boston University ( email )

595 Commonwealth Avenue
Boston, MA 02215
United States

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