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dc.contributor.authorHari, Jürg J.-
dc.contributor.authorGlaunsinger, Senem-
dc.contributor.authorSeiler, Roger-
dc.date.accessioned2019-02-22T11:55:18Z-
dc.date.available2019-02-22T11:55:18Z-
dc.date.issued2016-
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/15585-
dc.description.abstractThe Stereotype Content Model postulates that individuals appraise other individuals primarily in terms of their warmth and competence (Fiske, Cuddy & Glick, 2007; Fiske et al., 2002). Two groups of authors suggest that this idea translates into corporate practice with very interesting findings for a company’s people and brands. First, Casciaro and Sousa-Lobo (2005) propose, that people within organizations prefer to work with ‘lovable stars’ (warm and competent) and they avoid ‘competent jerks’ (competent but not warm/likeable). Second, Aaker, Garbinsky, and Vohs (2012) demonstrated that consumers admire brands that are in the ‘golden quadrant’ (highly competent and very warm). ‘Forprofit’-companies and brands are often in the quadrant ‘high competence, low warmth’ and, in consequence, enjoy much less admiration and consumer’s intention to purchase is lower (Aaker, Vohs & Mogilner, 2010).de_CH
dc.language.isoende_CH
dc.rightsLicence according to publishing contractde_CH
dc.subjectCrowdfundingde_CH
dc.subjectAcademy of Marketingde_CH
dc.subjectWarmthde_CH
dc.subjectCompetencede_CH
dc.subject.ddc658.1: Organisation und Finanzende_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.titleThe warmth and competence dimensions : experimental validation in the context of crowdfundingde_CH
dc.typeKonferenz: Paperde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.organisationalunitInstitut für Marketing Management (IMM)de_CH
zhaw.conference.detailsAcademy of Marketing Conference 2016, Newcastle, United Kingdom, 4-7 July 2016de_CH
zhaw.funding.euNode_CH
zhaw.originated.zhawYesde_CH
zhaw.publication.statuspublishedVersionde_CH
zhaw.publication.reviewNot specifiedde_CH
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Hari, J. J., Glaunsinger, S., & Seiler, R. (2016). The warmth and competence dimensions : experimental validation in the context of crowdfunding. Academy of Marketing Conference 2016, Newcastle, United Kingdom, 4-7 July 2016.
Hari, J.J., Glaunsinger, S. and Seiler, R. (2016) ‘The warmth and competence dimensions : experimental validation in the context of crowdfunding’, in Academy of Marketing Conference 2016, Newcastle, United Kingdom, 4-7 July 2016.
J. J. Hari, S. Glaunsinger, and R. Seiler, “The warmth and competence dimensions : experimental validation in the context of crowdfunding,” in Academy of Marketing Conference 2016, Newcastle, United Kingdom, 4-7 July 2016, 2016.
HARI, Jürg J., Senem GLAUNSINGER und Roger SEILER, 2016. The warmth and competence dimensions : experimental validation in the context of crowdfunding. In: Academy of Marketing Conference 2016, Newcastle, United Kingdom, 4-7 July 2016. Conference paper. 2016
Hari, Jürg J., Senem Glaunsinger, and Roger Seiler. 2016. “The Warmth and Competence Dimensions : Experimental Validation in the Context of Crowdfunding.” Conference paper. In Academy of Marketing Conference 2016, Newcastle, United Kingdom, 4-7 July 2016.
Hari, Jürg J., et al. “The Warmth and Competence Dimensions : Experimental Validation in the Context of Crowdfunding.” Academy of Marketing Conference 2016, Newcastle, United Kingdom, 4-7 July 2016, 2016.


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