Marketing communications of brand-related stereotypes and consumer responses : a mixed-method approach

Kolbl, Živa (author), Arslanagić-Kalajdžić, Maja (author), Plakoyiannaki, Emmanuella (author), Diamantopoulos, Adamantios (author)

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.

• Language: English
• Keywords: brands, stereotypes, consumer behaviour, brand stereotype, brand origin stereotype, brand buyer/user stereotype, content analysis, multilevel modeling, mixed-methods
• Work type: Article
• Typology: 1.01 - Original Scientific Article
• Organization: EF - School of Economics and Business
• Publication status: Published
• Publication version: Version of Record
• Year: 2025
• Number of pages: Str. 1056-1073
• Numbering: Vol. 34, iss. 7
• PID: 20.500.12556/RUL-177788
• UDC: 339.138
• ISSN on article: 1061-0421
• DOI: 10.1108/jpbm-10-2024-5562
• COBISS.SI-ID: 240911107
• Publication date in RUL: 07.01.2026

Record is a part of a journal

• Title: Journal of product & brand management
• Shortened title: J. prod. brand manag.
• Publisher: Emerald
• ISSN: 1061-0421
• COBISS.SI-ID: 14674949

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.

Secondary language

• Language: Slovenian
• Keywords: blagovne znamke, stereoptipi, vedenje potrošnikov

Projects

• Funder: Other - Other funder or multiple funders
• Project number: SI 11/2023
• Name: SI 11/2023

• Funder: ARIS - Slovenian Research and Innovation Agency
• Project number: BI-AT/23-24-003
• Name: Stereotipi, povezani z blagovno znamko: vidik povpraševanja in ponudbe