chris title slide - fidelum partners...the effects of self-brand connections on responses to brand...
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Sympathy & Neglect Admiration & Loyalty
Contempt & Rejection Envy & Distrust
Competence
Wa
rmth
Sympathy & Neglect Admiration & Loyalty
Contempt & Rejection Envy & Distrust
Competence
Wa
rmth
Dog
CatHorse
Monkey
Elephant
Whale
Bear
Leopard Lion
Tiger
Mouse
FishLizard
Snake
Hippo
Rat
Chicken
RabbitHamster
Cow
Duck
GiraffeBird
Zebra
Pig
Sympathy & Neglect Admiration & Loyalty
Contempt & Rejection Envy & Distrust
Competence
Wa
rmth
• VA Hospitals
• Public Transport• USPS
• Amtrak
Shell •• Toyota
Travelers Insurance •
• Sears
• JPMorganChaseBank of America •
• Citibank• ExxonWalmart •
• Morgan Stanley
• AIG• BP
• Goldman Sachs
• Marlboro
• Porsche
• Rolls Royce• Rolex
• MercedesGucci••Cartier
• Best Buy
• Macy’s
• Burger King
• Tylenol•Advil
Honda •Ford•
•Zappos.com
•McDonalds
• Coca Cola• Amazon.com
• Johnson &Johnson
• Hershey• Campbell’s• TropicanaDAV •
Boys & Girls Club •Habitat for Humanity •
Minute Maid•
• Salvation Army• Humane Society
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