Marketing communications of brand-related stereotypes and consumer responses: a mixed-method approach

Drawing on the stereotype content model (SCM), this study aims to explore the types and content of different brand-related stereotypes depicted in marketing communications and their influence on consumers’ brand attitudes. It offers 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) the responses of consumers in terms of brand attitudes. A two-phase, mixed-method research approach is used, involving (a) content analysis of published print ads, (b) multilevel modeling and (c) qualitative interviews with consumers. Firms rely heavily on brand stereotypes and, to a lesser extent, on brand buyer/user stereotypes; brand origin stereotypes are used rather sparingly by firms. The findings further show that while both brand competence and warmth positively impact consumer attitudes, both dimensions of the brand buyer stereotype have a negative effect on consumer attitudes. Firms can benefit from the positive influence of brand competence, brand warmth and brand origin competence on consumer attitudes. Emphasizing stereotypical dimensions of brand buyers/users is likely to be counterproductive. This is the first study using the SCM that simultaneously investigates brand-related stereotypes from a company (i.e. supply-side) and a consumer (i.e. demand-side) perspective. The findings offer insights into how communicated stereotypes (in terms of warmth and competence) of the brand origin, the brand itself and the buyer/user of the brand differentially influence consumer attitudes toward the focal brand.