Stereotyping global brands: Is warmth more important than competence?

Kolbl, Živa; Arslanagić-Kalajdžić, Maja; Diamantopoulos, Adamantios

doi:10.1016/j.jbusres.2018.12.060

Cited by 84 publications

(99 citation statements)

References 53 publications

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“…This outcome perspective puts prior findings in a new light. For example, Table 1 suggests that the findings of Kolbl et al (2019) and Aaker, Garbinsky, and Vohs (2012) might diverge because these studies rely on outcomes that reflect opposing ends of the relational-transactional continuum. This perspective also offers a rationale for unexplained findings of earlier studies (Andrei et al 2017).…”

Section: Disentangling the Roles Of Warmth And Competence By Classifymentioning

confidence: 99%

“…Across three studies, we find consistent evidence for our key notion of an asymmetric dominance, which suggests that warmth is dominant in driving outcomes that capture relational aspects (customer-company identification, attachment), whereas competence is dominant in driving outcomes that capture transactional aspects of the customer-service provider relationship (share of wallet, willingness to purchase). This theorizing provides a missing conceptual link that enables us to synthesize and reconcile inconclusive findings regarding the dominance of warmth versus competence in prior research (Aaker, Garbinsky, and Vohs 2012; Kolbl et al 2019). Our studies’ results have strategic implications for service management, as they clarify that while a focus on competence is effective in driving customer attraction and current operating performance, a focus on warmth is far more effective in establishing strong emotional bonds and enduring customer relationships.…”

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confidence: 94%

“…et al 2017) or a dominant role of warmth (Infanger and Sczesny 2015;Kolbl, Arslanagic-Kalajdzic, and Diamantopoulos 2019). These inconclusive results hinder the development of a general theoretical understanding of the roles of warmth and competence in customer-service provider relationships and point to the omission of important contingency factors.…”

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confidence: 99%

“…However, a key but unresolved question is which dimension is more important for customer-service provider relationships. Although most studies assign a dominant role to the competence dimension (e.g., Aaker, Garbinsky, and Vohs 2012; Grandey et al 2005; Kirmani et al 2017; Marinova, Singh, and Singh 2018), some studies find mixed evidence (Andrei et al 2017) or a dominant role of warmth (Infanger and Sczesny 2015; Kolbl, Arslanagic-Kalajdzic, and Diamantopoulos 2019). These inconclusive results hinder the development of a general theoretical understanding of the roles of warmth and competence in customer-service provider relationships and point to the omission of important contingency factors.…”

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confidence: 99%

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Disentangling the Differential Roles of Warmth and Competence Judgments in Customer-Service Provider Relationships

Güntürkün

Haumann

Mikolon

2020

Journal of Service Research

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Despite increasing interest in warmth and competence as fundamental dimensions in consumers’ evaluation of service providers, prior research remains ambiguous about which dimension is more important. The current study develops a nomological framework that clarifies this ambiguity and explains whether, when, and why warmth or competence takes precedence for different outcomes in customer-service provider relationships. Combined evidence from field and laboratory studies support the notion of an asymmetric dominance, which suggests that warmth is dominant in driving outcomes that capture relational aspects (e.g., customer-company identification), whereas competence is dominant in driving outcomes that capture transactional aspects of the customer-service provider relationship (e.g., share of wallet). The findings provide first insights into the underlying mechanisms that drive this asymmetric dominance by demonstrating that relational and capability concerns mediate this process. Moreover, the current investigation identifies novel moderators that offer managers help in identifying service contexts (people vs. object care) and customer segments (differing in process and outcome service goals) for which investing in warmth or competence is more promising. Overall, displaying competence is particular effective in driving customer attraction and current operating performance, whereas displaying warmth is better suited to establish strong emotional bonds and drive customer retention.

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Section: Disentangling the Roles Of Warmth And Competence By Classifymentioning

confidence: 99%

mentioning

confidence: 94%

mentioning

confidence: 99%

mentioning

confidence: 99%

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Disentangling the Differential Roles of Warmth and Competence Judgments in Customer-Service Provider Relationships

Güntürkün

Haumann

Mikolon

2020

Journal of Service Research

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“…However, in case of product failure, perceived warmth has greater predictive power for purchase intention than does perceived competence (Zawisza and Cinnirella, 2010;Xu et al, 2013). Recent research shows that perceived warmth and perceived competence are both important drivers of purchase intention (Kolbl et al, 2019;Crisafulli et al, 2020). Technology anxiety, people-focused advertising versus self-focused advertising appeal types, and product involvement moderate the influence of warmth and competence on the purchase intention of consumers (Zawisza and Pittard, 2015).…”

Section: Introductionmentioning

confidence: 99%

Do Brand Competence and Warmth Always Influence Purchase Intention? The Moderating Role of Gender

et al. 2020

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Consumers' perceptions of a brand (e.g., competence or warmth) may directly affect their brand trust, purchase intention, and ability to achieving corporate goals of sustainability. However, gender acts as a moderator in the influence of brand perception on purchase intention. This study examined the main effects of brand perception on purchase intention, the moderating effect of gender, and the mediating effect of brand trust by conducting two experiments and a path analysis. Findings from experiment 1 show that perceived warmth and perceived competence exert significant positive effects on purchase intention with brand trust as a mediator. Findings from experiment 2 indicate that perceived warmth is influential only for female customers, not for male customers, that is, gender moderates the relationship between perceived warmth and purchase intention. However, gender does not moderate the influence of perceived competence on purchase intention. The results of the path analysis are consistent with the experimental results, indicating that the conclusions of the study are robust and reliable. Finally, theoretical contributions and managerial implications are discussed.

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Social perception of brands: Warmth and competence define images of both brands and social groups

Kervyn¹,

Malone²

2021

Consumer Psychology Review

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People form impressions about brands as they do about social groups. The Brands as Intentional Agents Framework (BIAF) a decade ago derived from the Stereotype Content Model (SCM) two dimensions of consumers' brand perception: warmth (worthy intentions) and competence (ability). The BIAF dimensions and their predictive validity have replicated the general primacy of warmth (intentions) and developed the congruence principle of fit to context. BIAF domains include various brands, product design, and countries as origins of products and as travel destinations. Brand anthropomorphism plays a role in perceiving brands' morality, personality, and humanity. Consumer–brand relations follow from anthropomorphism: perceived brand‐self congruence, brand trust, and brand love. Corporate social (ir)responsibility and human relations, especially warm, worthy intent, interplay with BIAF dimensions, as do service marketing, service recovery, and digital marketing. Case studies describe customer loyalty, especially to warm brands, corresponds to profits, charitable donations, and healthcare usage. As the SCM and BIAF evolve, research potential regards the dimensions and beyond. BIAF has stood the tests of time, targets (brands, products, and services), and alternative theory (brand personality, brand relationships), all being compatible. Understanding how people view corporations as analogous to social groups advances theory and practice in consumer psychology.

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Stereotyping global brands: Is warmth more important than competence?

Cited by 84 publications

References 53 publications

Disentangling the Differential Roles of Warmth and Competence Judgments in Customer-Service Provider Relationships

Disentangling the Differential Roles of Warmth and Competence Judgments in Customer-Service Provider Relationships

Do Brand Competence and Warmth Always Influence Purchase Intention? The Moderating Role of Gender

Social perception of brands: Warmth and competence define images of both brands and social groups

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