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

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.



Citation:

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, Pages: .

Authors

Miao Hu, Northwestern University, USA
Derek D. Rucker, Northwestern University, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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