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Keywords: Brand origin 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
...; 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. Practical implications Firms can...
