20.500.12556/RUL-177788 Marketing communications of brand-related stereotypes and consumer responses a mixed-method approach Purpose – Drawing on the stereotype content model (SCM), this study aims to explore the types and content of different brand-related stereotypes depicted in marketing communications and their influence on consumers’ brand attitudes. It offers 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) the responses of consumers in terms of brand attitudes. Design/methodology/approach – A two-phase, mixed-method research approach is used, involving (a) content analysis of published print ads, (b) multilevel modeling and (c) qualitative interviews with consumers. Findings – Firms rely heavily on brand stereotypes and, to a lesser extent, on brand buyer/user stereotypes; brand origin stereotypes are used rather sparingly by firms. The findings further show that while both brand competence and warmth positively impact consumer attitudes, both dimensions of the brand buyer stereotype have a negative effect on consumer attitudes. Practical implications – Firms can benefit from the positive influence of brand competence, brand warmth and brand origin competence on consumer attitudes. Emphasizing stereotypical dimensions of brand buyers/users is likely to be counterproductive. Originality/value – This is the first study using the SCM that simultaneously investigates brand-related stereotypes from a company (i.e. supply- side) and a consumer (i.e. demand-side) perspective. The findings offer insights into how communicated stereotypes (in terms of warmth and competence) of the brand origin, the brand itself and the buyer/user of the brand differentially influence consumer attitudes toward the focal brand. brands stereotypes consumer behaviour brand stereotype brand origin stereotype brand buyer/user stereotype content analysis multilevel modeling mixed-methods blagovne znamke stereoptipi vedenje potrošnikov true false true Angleški jezik Slovenski jezik Članek v reviji 2026-01-07 13:30:02 2026-01-07 13:33:35 2026-01-08 04:27:48 0000-00-00 00:00:00 2025 0 0 Str. 1056-1073 iss. 7 Vol. 34 2025 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 1061-0421 10.1108/jpbm-10-2024-5562 240911107 jpbm-10-2024-5562en.pdf jpbm-10-2024-5562en.pdf 1 A83B4AB6CDC56B87D2AF2DED9121ED9F 85ace928a9b104d486bc03d7b832673725c415dbd11c06ad5769f82bf4170503 fef69649-ebc4-11f0-bf92-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=225107 https://www.emerald.com/jpbm/article/34/7/1056/1268949/Marketing-communications-of-brand-related?utm_source=researchgate.net&utm_medium=article 0 f235a7cb-ebc4-11f0-bf92-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=225106 Ekonomska fakulteta 0 0 0