Brands as notable targets of social perception

Mansur Khamitov and Nicolas Kervyn

Chapter 16 in Research Handbook on Social Judgment, 2026, pp 272-283 from Edward Elgar Publishing

Abstract: In recent years, a growing number of consumer psychology and marketing scholars have turned their attention to investigating how, when, why, and what kind of individuals engage in genuine social perception judgments of brands. As inherently social entities, brands are increasingly evaluated and held to social standards, norms, and schemas and are treated as targets of social perception. Ample modern evidence suggests that consumers develop impressions regarding various brands akin to how they do about social groups. Spanning relevant constructs such as brand warmth, competence, and moral character, consumer–brand relationships, communal and exchange brand relationship norms, brand anthropomorphism, brand personality, and brand transgression, the current chapter aims to present the most up-to-date and state-of-the-art research on brands as notable targets of social perception.

Keywords: Brand Perception; Branding; Brand Anthropomorphism; Brand Relationship; Brand Warmth and Competence; Brand Transgression (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035332533
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.elgaronline.com/doi/10.4337/9781035332540.00027 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:elg:eechap:23316_16

Ordering information: This item can be ordered from
http://www.e-elgar.com

Access Statistics for this chapter

More chapters in Chapters from Edward Elgar Publishing
Bibliographic data for series maintained by Jack Sweeney ().