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Keywords: Brand warmth
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Journal Articles
Global Knowledge, Memory and Communication 1–17.
Published: 25 September 2026
... ) affects the stereotyping of the brands in question and consumers’ psychological inclination to own them. The authors study a model of the relationships among ORE, brand stereotypes (i.e. brand warmth and brand competence) and psychological brand ownership ( PBO ). Design/methodology/approach...
