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

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Do brand warmth and brand competence add value to consumers? A stereotyping perspective (2020, background): “For example, the insurance brand Cigna is perceived as high on warmth (Aaker et al., 2012) and communicates cooperative and prosocial cues that increase perceptions of emotional and social value, but not necessarily functional value since the ability and usefulness of the brand are not communicated.”
Why Nonprofits Are Easier to Endorse on Social Media: The Roles of Warmth and Brand Symbolism (2016, background): “The BIAF is a framework for describing and examining brand perception that has been supported and discussed in a variety of studies in marketing and consumer behavior (Aaker, Garbinsky, and Vohs 2012; Bennett and Hill 2012; Kervyn et al. 2014; Rauschnabel and Ahuvia 2014).”
The influence of perceived credibility on purchase intention via competence and authenticity (2020, result): “This finding is consistent with the research that has identified a significant impact of competence (Aaker et al., 2012; Kervyn et al. 2012) and perceived authenticity (Kim and Baker, 2017; Wang and Mattila, 2015; Youn and Kim, 2017) on behavioral intentions.”