On the Role of Brand Stereotypes in Shaping Consumer Response toward Brands: An Empirical Examination of Direct and Mediating Effects of Warmth and Competence - Archive ouverte HAL Access content directly
Journal Articles Psychology and Marketing Year : 2015

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

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hal-01796284 , version 1 (19-05-2018)

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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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