Brands as relationship partners: Warmth, competence, and in‐between
融合社会感知与消费者-品牌关系理论，提出研究品牌拟人化过程、消费者作为关系主体、超越温暖与能力的品牌关系维度（如权力和兴奋），以及温暖与能力判断的动态机制，为打造受欢迎和受尊敬的品牌提供指导。
Abstract The dialogue between social perception and consumer–brand relationship theories opens new opportunities for studying brands. To advance branding research in the spirit of interdisciplinary inquiry, we propose to (1) investigate the process of anthropomorphism through which brands are imbued with intentional agency; (2) integrate the role of consumers not only as perceivers but also as relationship agents; (3) consider important defining dimensions of consumer–brand relationships beyond warmth and competence, including power and excitement; and (4) articulate the dynamics governing warmth (intentions) and competency (ability) judgments to yield prescriptive guidance for developing popular and admired brands.