Nonprofits are seen as warm and for-profits as competent: Firm stereotypes matter

By Jennifer L. Aaker, Kathleen D. Vohs, Cassie Mogilner. 2010

914 citations recorded by the source corpus.

Subfields: Marketing, Social Psychology, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/a2853b9e9acedb68c372ff4d288b640e0a4fafcc

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Citations in the corpus

Brand personality: theory and dimensionality (2018, methodology): “Brand personality Gary Davies et al. Journal of Product & Brand Management Volume 27 · Number 2 · 2018 · 115–127 warmth/sincerity, competence and status as fundamental to humans and which has been extended to corporate and brand imagery (Aaker et al., 2010; Cuddy et al., 2009; Kervyn et al., 2012).”
Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me (2017, background): “Consistent with these ideas, Aaker, Vohs, and Mogilner (2010) find that non-profit brands are perceived to be warmer but less competent than for-profit brands.”
Brands as Intentional Agents Framework: How Perceived Intentions and Ability Can Map Brand Perception (2012, methodology): “In an experiment with a conceptual background close to ours, Aaker, Vohs, and Mogilner (2010) have shown that non-profit brands are perceived as warmer but also less competent than forprofit brands.”
Experience Marketing: Concepts, Frameworks and Consumer Insights (2011, background): “For example, consider the process of associating a brand with traits and human characteristics (such as “warm or “competent”), or evaluating it along brand personality dimensions of sincerity, excitement, competence, sophistication or ruggedness (Aaker, 1997; Aaker et al., 2010).”
Disentangling the Differential Roles of Warmth and Competence Judgments in Customer-Service Provider Relationships (2020, background): “Similarly, one study on brand stereotypes finds that warmth is more important (Kolbl et al. 2019), whereas other studies on brand (Aaker, Vohs, and Mogilner 2010) and country stereotypes find that competence is more important (Chen, Mathur, and Maheswaran 2014; Halkias, Davvetas, and Diamantopoulos…”
The interplay between country stereotypes and perceived brand globalness/localness as drivers of brand preference (2016, background): “Although these two dimensions are usually conceptualized as orthogonal, research on group- or cultural-level judgments points toward a mixed stereotype content (Aaker et al., 2010; Fiske et al., 2002): a social group is usually perceived either as predominantly warm or predominantly competent but”
Cultivating admiration in brands: Warmth, competence, and landing in the “golden quadrant” (2012, background): “These results suggest that competence is indeed a direct driver of purchase intent, supportive of past work (Aaker et al. 2010), and that admiration partially mediates the impact of competence on purchase intent.”