.../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...

... by brand stereotypes. Additionally, it outlines the moderating role of construal level in this formation process. Design/methodology/approach Three experimental studies were conducted to examine the hypotheses. Study 1 tests the positive influence of green brand positioning on consumer response. Study...