20.500.12556/RUL-117844 Do brand warmth and brand competence add value to consumers? a stereotyping perspective Contributing to the literature on brand stereotyping, we draw on the Stereotype Content Model to investigate whether the content of the brand stereotype (in terms of warmth and competence) impacts consumers' perceptions of functional, emotional and social value. In doing so, we explicitly account for the brand's level of perceived globalness (PBG) and localness (PBL) as known influences on both stereotype content and value perceptions. Across two studies, we find that brand warmth consistently and positively impacts functional and emotional value, whereas brand competence enhances functional value. The impact of the stereotyping dimensions on value is subsequently reflected in increased purchase intentions and higher brand ownership. Surprisingly, none of the latter outcomes is affected by social value. Our findings corroborate previous research showing that PBG and PBL are important drivers of brand stereotype content, but also reveal that brand warmth has a stronger impact on behavioral outcomes than brand competence. consumer brands consumer behaviour marketing potrošnik blagovne znamke vedenje potrošnikov trženje true false false Angleški jezik Slovenski jezik Članek v reviji 2020-07-30 08:42:15 2020-07-30 08:47:53 2022-08-30 04:00:35 0000-00-00 00:00:00 2020 0 0 Str. 346-362 Vol. 118 Sep. 2020 0000-00-00 Zaloznikova NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 0148-2963 10.1016/j.jbusres.2020.06.048 22533635 25694208 RAZ_Kolbl_Ziva_2020.pdf RAZ_Kolbl_Ziva_2020.pdf 1 3A4C9C8D2AE69D07BCB8B497A1EF5535 26c347c603a50ed270675b78cdf8bd9791a5a1114bcca5d901621c5dc1304a70 4748bead-a1b9-11eb-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=131767 Ekonomska fakulteta 0 0 0