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Research finds that warmth-competence communication strategy has a higher positive influence on brand perception than the reversed strategy. Revealing people\u2019s proneness to promote the new companies perceived as warm and competent, results indicate that perception of warmth mediates word-of-mouth propensity.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title>\n<jats:p>The present study brings novel insights for corporate communication, showing that people\u2019s propensity to advocate on behalf of new brands is driven by the perception of company\u2019s warmth. Explaining connections between communication strategy, brand perception, and WOM propensity (supportive or denigrating), the current study adds contributions to the previous findings on warmth and competence stereotypes applied to consumer-brand interactions.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title>\n<jats:p>From a managerial perspective, findings offer practical hints about how to use launch communication to improve brand perception and consumer supportive behaviors.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>The present study brings novel insights for corporate communication, showing that people\u2019s propensity to advocate on behalf of new brands is driven by the perception of company\u2019s warmth. Explaining connections between communication strategy, brand perception, and word-of-mouth propensity, the current study adds contributions to the previous findings on warmth and competence stereotypes applied to consumer-brand interactions.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/imds-11-2015-0487","type":"journal-article","created":{"date-parts":[[2017,3,29]],"date-time":"2017-03-29T09:03:54Z","timestamp":1490778234000},"page":"478-495","source":"Crossref","is-referenced-by-count":40,"title":["Word-of-mouth generation and brand communication strategy"],"prefix":"10.1108","volume":"117","author":[{"given":"Andreia Gabriela","family":"Andrei","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Adriana","family":"Zait","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Elena-M\u0103d\u0103lina","family":"V\u0103t\u0103m\u0103nescu","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Florina","family":"P\u00eenzaru","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","reference":[{"key":"key2020120801344139600_ref001","volume-title":"Brand Relevance: Making Competitors Irrelevant","year":"2011"},{"issue":"2","key":"key2020120801344139600_ref002","doi-asserted-by":"crossref","first-page":"191","DOI":"10.1016\/j.jcps.2011.11.012","article-title":"Cultivating admiration in brands: warmth, competence and landing in the golden quadrant","volume":"22","year":"2012","journal-title":"Journal of Consumer Psychology"},{"issue":"2","key":"key2020120801344139600_ref003","first-page":"277","article-title":"Non-profits are seen as warm and for-profits as competent: firm stereotypes matter","volume":"37","year":"2010","journal-title":"Journal of Consumer Research"},{"issue":"5","key":"key2020120801344139600_ref004","doi-asserted-by":"crossref","first-page":"751","DOI":"10.1037\/0022-3514.93.5.751","article-title":"Agency and communion from the perspective of self versus others","volume":"93","year":"2007","journal-title":"Journal of Personality and Social Psychology"},{"key":"key2020120801344139600_ref005","unstructured":"Abele, A.E. and Wojciszke, B. 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