What Makes a Luxury Brand: the Effect of Competence and Warmth Cues on Luxury Perception

Miao Hu, Northwestern University, USA
Derek D. Rucker, Northwestern University, USA
The current research advances novel theorizing on how two core dimensions of social judgment—competence and warmth— affect how luxurious a brand is viewed by consumers. While competence cues enhance luxury perception for non-luxury brands, warmth cues enhance luxury perception for brands that have already established themselves as luxuries.
[ to cite ]:
Miao Hu and Derek D. Rucker (2013) ,"What Makes a Luxury Brand: the Effect of Competence and Warmth Cues on Luxury Perception ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.