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首页> 外文期刊>Psychology & marketing >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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On the Role of Brand Stereotypes in Shaping Consumer Response toward Brands: An Empirical Examination of Direct and Mediating Effects of Warmth and Competence

机译：品牌定型观念在塑造消费者对品牌的反应中的作用：对热情和能力的直接和中介作用的实证检验

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摘要

The purpose of this article is to contribute to the branding literature by examining the critical role of brand stereotypes in shaping consumers' brand-related responses. Drawing on the Stereotype Content Model, this article examines how warmth and competence stereotypes impact consumers' emotional reaction toward brands and in turn consumers' brand attitudes and behavioral intention. In addition, this article examines how brand stereotypes mediate the relationships between brand personality and consumers' brand emotions. The results from this study support the dual role of brand stereotypes as relevant predictors of brand emotions, and intervening variables mediating the effects from brand personality perceptions on brand emotions. The findings support the view that mechanisms of social perception apply to brand perception and provide new insights about the relationship between consumers' brand perceptions and their responses toward brands.
机译：本文的目的是通过研究品牌定型在塑造消费者与品牌相关的反应中的关键作用，为品牌文献做出贡献。本文基于刻板印象内容模型，研究了热情和能力刻板印象如何影响消费者对品牌的情感反应，进而影响消费者的品牌态度和行为意图。此外，本文研究了品牌刻板印象如何介导品牌个性与消费者品牌情感之间的关系。这项研究的结果支持品牌刻板印象作为品牌情感的相关预测因素的双重作用，以及中介变量，这些变量介导了品牌个性观念对品牌情感的影响。这些发现支持这样一种观点，即社会知觉机制适用于品牌知觉，并为消费者的品牌知觉与其对品牌的反应之间的关系提供了新的见解。

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