Do brand warmth and brand competence add value to consumers? : a stereotyping perspective

Kolbl, Živa (author), Diamantopoulos, Adamantios (author), Arslanagić-Kalajdžić, Maja (author), Žabkar, Vesna (author)

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.

• Language: English
• Keywords: consumer, brands, consumer behaviour, marketing
• Work type: Article
• Typology: 1.01 - Original Scientific Article
• Organization: EF - School of Economics and Business
• Publication version: Version of Record
• Year: 2020
• Number of pages: Str. 346-362
• Numbering: Vol. 118
• PID: 20.500.12556/RUL-117844
• UDC: 339.138
• ISSN on article: 0148-2963
• DOI: 10.1016/j.jbusres.2020.06.048
• COBISS.SI-ID: 22533635
• Publication date in RUL: 30.07.2020

Record is a part of a journal

• Title: Journal of business research
• Shortened title: J. bus. res.
• Publisher: Elsevier
• ISSN: 0148-2963
• COBISS.SI-ID: 25694208

Licences

• License: CC BY 4.0, Creative Commons Attribution 4.0 International
• Link: http://creativecommons.org/licenses/by/4.0/
• Description: This is the standard Creative Commons license that gives others maximum freedom to do what they want with the work as long as they credit the author.
• Licensing start date: 30.07.2020

Secondary language

• Language: Slovenian
• Keywords: potrošnik, blagovne znamke, vedenje potrošnikov, trženje

Projects

• Funder: ARRS - Slovenian Research Agency
• Project number: N5-0084
• Name: Spremljanje preferenc potrošnikov skozi potrošniške stereotipe

• Funder: FWF - Austrian Science Fund
• Project number: I 3727 – G27
• Name: Steuerung von Markenpräferenzen durch Konsumentenstereotype