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

1 University of Bamberg
2 CERGAM de Toulon - Centre d'Études et de Recherche en Gestion d'Aix-Marseille/Equipe de recherche de Toulon

Domaines: Gestion et management

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⟩