Do brand warmth and brand competence add value to consumers?

ǂa ǂstereotyping perspective

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

Abstract

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.

Keywords

potrošnik;blagovne znamke;vedenje potrošnikov;trženje;consumer;brands;consumer behaviour;marketing;

Data

Language:	English
Year of publishing:	2020
Typology:	1.01 - Original Scientific Article
Organization:	UL EF - Faculty of Economics
UDC:	339.138
COBISS:	22533635
ISSN:	0148-2963
Views:	490
Downloads:	277
Average score:	0 (0 votes)
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