Marketing communications of brand-related stereotypes and consumer responses

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