Brands as intentional agents framework: How perceived intentions and ability can map brand perception

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• Consumers' natural sensitivity to the intentions of others would therefore seem to be playing a much larger role in brand behavior than previously understood.

• increasing skepticism and distrust many consumers now hold toward large brands and companies, our findings suggest that efforts to maximize shareholder value may now be perceived by consumers as negative intentions and that large brands are often not acting in the public's best interests.

• brand's perceived relational intentions are also strong predictors of purchase intent

• This is especially significant in that it suggests that consumers do perceive, feel, and behave toward brands in ways that closely mirror those toward other people and social groups.

• Stereotype Content Model

• each group of brands was perceived by consumers to have a distinct intentions-and-ability profile that tended to elicit predictable patterns of emotions and behavior.