Table 1 Identified research gaps Gap in... | Emerald Publishing

Table 1

Identified research gaps

Gap in the literature	Why it is problematic	Why it needs to be addressed
(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

Gap in the literature	Why it is problematic	Why it needs to be addressed
(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

Source(s): Authors’ own work