On the Role of Brand Stereotypes in Shaping Consumer Response toward Brands: An Empirical Examination of Direct and Mediating Effects of Warmth and Competence

Björn Ivens, Brigitte Muller (), Alexander Leischnig and Katharina Valta
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Björn Ivens: University of Bamberg
Brigitte Muller: CERGAM de Toulon - Centre d'Études et de Recherche en Gestion d'Aix-Marseille/Equipe de recherche de Toulon - CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon - IAE Toulon - Institut d'Administration des Entreprises (IAE) - Toulon - UTLN - Université de Toulon
Alexander Leischnig: University of Bamberg

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Abstract: The purpose of this article is to contribute to the 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.

Date: 2015
Note: View the original document on HAL open archive server: https://amu.hal.science/hal-01796284v1
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Published in Psychology and Marketing, 2015

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