It Takes Three to Tango: Brand-, Brand Buyer- & Brand Origin Stereotypes in Print Advertisements. A Content Analytic Study

Živa Kolbl, Adamantios Diamantopoulos, Emmanuella Plakoyiannaki

Publications: Contribution to bookContribution to proceedingsPeer Reviewed


Stereotypes are widely used in consumers’ every day interactions with brands but little is known how companies use them in their advertising communications. This study explores the types, co-existence of, and content of different brand-related stereotypes by addressing two key questions, namely: (a) which types of brand-related stereotypes are portrayed in print advertisements of brands, and (b) how are the dimensions of warmth and competence deployed in such advertisements. Using the Stereotype Content Model (SCM) as a common conceptual denominator, we reveal the co-existence of distinct, but related stereotypes, and document the frequency of their portrayed dimensions in advertisements of both global and local brands. Theoretical and managerial implications of the findings are discussed and the future research directions identified.
Original languageEnglish
Title of host publicationProceedings of the 50th Annual Conference of the European Marketing Academy Conference
Publication statusPublished - May 2021
Event50th European Marketing Academy Conference (EMAC 2021) - Madrid, Spain
Duration: 25 May 202128 May 2021


Conference50th European Marketing Academy Conference (EMAC 2021)
Abbreviated titleEMAC 2021
Internet address

Austrian Fields of Science 2012

  • 502052 Business administration
  • 502020 Market research


  • HBE
  • MIB

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