| (I) Lack of simultaneous consideration of multiple brand-related stereotypes | Partial understanding of how brand-related stereotypes function | Enhance understanding of how different brand-related stereotypes jointly influence consumer attitudes |
| | Neglect of potential cross-stereotype influences | Identify complementary or conflicting influences among different types of brand-related stereotypes. |
| (II) Neglect of the company perspective | One-sided (i.e. consumer-focused) depiction of brand-related stereotypes | Offer a balanced view on brand-related stereotypes from both a consumer as well as a firm perspective |
| | Limited understanding of which brand-related stereotypes (and associated stereotype content) are communicated by firms | Uncover the potential for evoking or downplaying particular brand-related stereotypes in marketing communications |
| (III) Under-researched impact of communicated brand-related stereotypes on consumer responses in real brand contexts | Lack of insights into consumer reactions to stereotypical information generated by actual brands in the marketplace | Reveal positive and negative effects of different brand-related stereotypes on consumer responses |