Andrei, Andreia Gabriela; Zait, Adriana; … - In: Industrial Management & Data Systems 117 (2017) 3, pp. 478-495
Purpose Emerged from a theoretical contradiction, the purpose of this paper is to investigate whether perceptions and behaviors toward new brands depend on the priority assigned to promote the company’s intentions (warmth) vs its abilities (competence). Design/methodology/approach The research...