能力(人力资源)
心理学
感知
社会心理学
社会力量
代理(哲学)
社会学
政治学
社会科学
政治
神经科学
法学
作者
Susan Fournier,Claudio Alvarez
标识
DOI:10.1016/j.jcps.2011.10.003
摘要
Abstract The dialogue between social perception and consumer–brand relationship theories opens new opportunities for studying brands. To advance branding research in the spirit of interdisciplinary inquiry, we propose to (1) investigate the process of anthropomorphism through which brands are imbued with intentional agency; (2) integrate the role of consumers not only as perceivers but also as relationship agents; (3) consider important defining dimensions of consumer–brand relationships beyond warmth and competence, including power and excitement; and (4) articulate the dynamics governing warmth (intentions) and competency (ability) judgments to yield prescriptive guidance for developing popular and admired brands.
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