Brands Are People Too! Harnessing the Power of Brand Warmth and Competence

By: Chris Malone, Jill Avery and S. T. Fiske

Format:Print
| Language:English

Abstract

Research in customer behavior has revealed that the way humans respond to brands is simply an extension of the way they instinctively perceive, judge, and behave towards one another. Understanding how consumers judge brands using social processes akin to those used in human interaction allows us to unlock the social psychological power of our brands, making them more compelling and attractive as relationship partners for consumers.

Keywords

Brands; Brand Management; Customer Relationship Management; CRM; Brand Positioning; Brand Equity; Customers; Customer Focus and Relationships; Customer Satisfaction; Brands and Branding; Marketing; Marketing Communications; Marketing Strategy; Consumer Products Industry

Citation

Malone, Chris, Jill Avery, and S. T. Fiske. "Brands Are People Too! Harnessing the Power of Brand Warmth and Competence." White Paper Series, Relational Capital Group, Newtowne Square, PA, 2011.