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Kervyn, Fiske, & Malone's 2012 framework proposes that individuals view brands as intentional agents that possess personality traits and motives. The framework includes four dimensions: competence, warmth, morality, and status. Competence refers to a brand's ability to deliver high-quality products or services. Warmth describes the brand's friendliness, kindness, and empathy. Morality refers to the brand's ethical and trustworthy behavior. Finally, status relates to the brand's perceived social and economic position. The framework suggests that individuals evaluate and form relationships with brands based on their perceived characteristics in these four dimensions. By understanding how consumers perceive their brand in each dimension, companies can tailor their branding and marketing efforts to better meet consumer needs and preferences.

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