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

Jennifer L. Aaker, Emily N. Garbinsky, Kathleen D. Vohs

Research output: Contribution to journalArticlepeer-review

225 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)191-194
Number of pages4
JournalJournal of Consumer Psychology
Issue number2
StatePublished - Apr 2012

Bibliographical note

Copyright 2012 Elsevier B.V., All rights reserved.


  • Admiration
  • Brands
  • Competent
  • Warm


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