Table 5

Stereotype content: brand buyer/user stereotypes

Brand buyer/user stereotypeWarmth
YesNoTotal
Competence   
Yes1 (4.39)13 (9.61)14
No31 (27.61)57 (60.39)88
Total3270102

Note: Observed frequencies are shown in cells, while expected frequencies are listed in brackets

Source(s): Authors’ own work
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