On the role of brand stereotypes in shaping consumer response toward brands: an empirical examination of direct and mediating effects of warmth and competence

Abstract : The purpose of this article is to contribute to the branding literature by examining the critical role of brand stereotypes in shaping consumers’ brand-related responses. Drawing on the Stereotype Content Model, this article examines how warmth and competence stereotypes impact consumers’ emotional reaction toward brands and in turn consumers’ brand attitudes and behavioral intention. In addition, this article examines how brand stereotypes mediate the relationships between brand personality and consumers’ brand emotions. The results from this study support the dual role of brand stereotypes as relevant predictors of brand emotions, and intervening variables mediating the effects from brand personality perceptions on brand emotions. The findings support the view that mechanisms of social perception apply to brand perception and provide new insights about the relationship between consumers’ brand perceptions and their responses toward brands.
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Article dans une revue
Psychology and Marketing, 2015, 32 (8), pp.808-820. 〈10.1002/mar.20820〉
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https://hal-univ-tln.archives-ouvertes.fr/hal-01427971
Contributeur : Brigitte Muller <>
Soumis le : vendredi 6 janvier 2017 - 11:08:26
Dernière modification le : samedi 7 janvier 2017 - 01:04:30

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Björn Ivens, Alexander Leischnig, Brigitte Muller, Katharina Valta. On the role of brand stereotypes in shaping consumer response toward brands: an empirical examination of direct and mediating effects of warmth and competence. Psychology and Marketing, 2015, 32 (8), pp.808-820. 〈10.1002/mar.20820〉. 〈hal-01427971〉

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