Marketing Communications of Brand-Related Stereotypes and Consumer Responses: A Mixed-Methods Approach

Autor(en)

Živa Kolbl, Maja Arslanagic-Kalajdzic, Maria Emmanouela Plakoyiannaki, Adamantios Diamantopoulos

Abstrakt

Brand-related stereotypes are widely encountered in consumers’ every day marketplace
interactions but little is known regarding how companies use them in their marketing
communications. This study explores the types and content of different brand-related
stereotypes depicted in marketing communications and their impact on consumers’ brand
attitudes. Specifically, drawing on the Stereotype Content Model (SCM) and using a
mixed-methods approach, we offer empirically-based insights into (a) the types of brand
related stereotypes portrayed in print advertisements of brands, (b) the deployment of
warmth and competence in the communicated stereotypes, and (c) consumers’ responses
in terms of brand attitudes. We find that firms heavily rely on brand stereotypes and that
brand competence and brand buyer warmth are particularly influential in shaping
consumers’ brand attitudes.

Organisation(en)

Institut für Marketing und International Business

Externe Organisation(en)

University of Ljubljana, University of Sarajevo

Journal

Journal of Product & Brand Management

Band

34

Seiten

1056-1073

Anzahl der Seiten

18

ISSN

1061-0421

DOI

https://doi.org/10.1108/JPBM-10-2024-5562

Publikationsdatum

08-2025

Peer-reviewed

Ja

ÖFOS 2012

502019 Marketing, 502045 Verhaltensökonomie

Schlagwörter

ASJC Scopus Sachgebiete

Strategy and Management, Management of Technology and Innovation

Link zum Portal

https://ucrisportal.univie.ac.at/de/publications/769e810d-9502-4c0f-bc55-c11e61a22882