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The HUMAN Brand™ Insights Model

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People form impressions about brands, companies and experiences as they do about individual people and social groups. The HUMAN Brand™ Insights Model, also known as the Brands as Intentional Agents Framework (BIAF) in academia, was developed a decade ago leveraging the widely recognized and extensively validated Warmth & Competence model of human social perception. During the past decade, warmth and competence perceptions have also been shown to predict a wide range of consumer behaviors, as documented in over 400 peer-reviewed academic papers. This paper highlights and summarizes the most notable academic research findings derived from the BIAF insights model from around the world over the past ten years.

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