Work

Marketing communications of brand-related stereotypes and consumer responses

Year: 2026

Type: article

Abstract: 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

Source: Repository of the University of Ljubljana (University of Ljubljana)

Authors: Kolbl, Živa, Arslanagić-Kalajdžić, Maja, Plakoyiannaki, Emmanuella, Diamantopoulos, Adamantios

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W7120467768

FWCI:

Cites:

Cited by:

Related to: