On the Role of Brand Stereotypes in Shaping Consumer Response toward Brands: An Empirical Examination of Direct and Mediating Effects of Warmth and Competence

Björn Ivens 1 Brigitte Muller 2 Alexander Leischnig 1 Katharina Valta
2 CERGAM de Toulon - Centre d'Études et de Recherche en Gestion d'Aix-Marseille/Equipe de recherche de Toulon
CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille, IAE Toulon - Institut d'Administration des Entreprises (IAE) - Toulon, UTLN - Université de Toulon
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Journal articles
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https://hal-amu.archives-ouvertes.fr/hal-01796284
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Submitted on : Saturday, May 19, 2018 - 3:01:03 PM
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  • HAL Id : hal-01796284, version 1

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Björn Ivens, Brigitte Muller, Alexander Leischnig, Katharina Valta. On the Role of Brand Stereotypes in Shaping Consumer Response toward Brands: An Empirical Examination of Direct and Mediating Effects of Warmth and Competence. Psychology and Marketing, 2015. ⟨hal-01796284⟩

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