Publication: Brand stereotypes: on the relationships with gendered brand personality and agentic and communal values in fostering consumer–brand identification
Authors
Delgado Ballester, María Elena ; Fernandez-Sabiote, Estela
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Publisher
Elsevier
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DOI
https://doi.org/10.1016/j.jbusres.2024.114635
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info:eu-repo/semantics/article
Description
© 2024, The Autor(s). This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/. This document is the Publishe version of a Published Work that appeared in final form in Journal of Business Research. To access the final edited and published work see https://doi.org/10.1016/j.jbusres.2024.114635
Abstract
This research draws on social identity theory and social role theory of gender stereotypes to investigate the role
of brand gender personality (masculine and feminine) on generating brand warmth and competence, and how
consumers’ agentic and communal values condition the effects of brand stereotypes on consumer–brand iden
tification. The theoretical model is tested via two different studies. In the first study (N = 490), 21 brands across
different product categories are used to test the theoretical model. Then, a second study (N = 469) corroborates
the previously identified relationships and further shows that the effect of brand stereotypes on consumer–brand
identification is moderated by agentic and communal motivations. The present study contributes to research on
brand stereotyping while providing managerial insights that can be used to enhance the relationship between
brands and consumers.
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Citation
Journal of Business Research 177 (2024) 114635
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