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Keywords: Brand buyer/user stereotype
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Journal Articles
Marketing communications of brand-related stereotypes and consumer responses: a mixed-method approach
Open Access
Journal of Product & Brand Management (2025) 34 (7): 1056–1073.
Published: 23 June 2025
.../methodology/approach 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. Findings Firms rely heavily on brand stereotypes and, to a lesser extent, on brand buyer/user stereotypes...
