Marketing Communications of Brand-Related Stereotypes and Consumer Responses: A Mixed-Methods Approach

Brand-related stereotypes are widely encountered in consumers’ every day marketplace
interactions but little is known regarding how companies use them in their marketing
communications. This study explores the types and content of different brand-related
stereotypes depicted in marketing communications and their impact on consumers’ brand
attitudes. Specifically, drawing on the Stereotype Content Model (SCM) and using a
mixed-methods approach, we offer 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) consumers’ responses
in terms of brand attitudes. We find that firms heavily rely on brand stereotypes and that
brand competence and brand buyer warmth are particularly influential in shaping
consumers’ brand attitudes.