 Aesthetic or self-expressiveness? Linking brand logo benefits, brand stereotypes and relationship qualityArnold Japutra, Sebastian Molinillo and Shasha Wang Journal of Retailing and Consumer Services, 2018, vol. 44, issue C, 191-200 Abstract: Previous research has started to show the importance of consumers’ stereotypes for companies and their brands. However, there has been little research into what predicts these consumers’ stereotypes. This study contributes to the literature by testing aesthetic and self-expressiveness benefits as potential antecedents of consumers’ stereotypes towards brands. We also investigate the role of brand stereotypes on relationship quality. Two studies (n = 714) were conducted in two different categories, product (athletic shoes) and service (university). The results support the proposed relationships between brand logo benefits and brand stereotypes. Interestingly, the importance of brand logo benefits on relationship quality differs between the two categories. Implications for marketers are discussed. Keywords: Aesthetic benefit; Self-expressiveness benefit; Warmth stereotype; Competence stereotype; Relationship quality (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:44:y:2018:i:c:p:191-200 DOI: 10.1016/j.jretconser.2018.06.015 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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