Brand stereotypes: on the relationships with gendered brand personality and agentic and communal values in fostering consumer–brand identification

Delgado Ballester, María Elena; Fernandez-Sabiote, Estela

Publication:
Brand stereotypes: on the relationships with gendered brand personality and agentic and communal values in fostering consumer–brand identification

dc.contributor.author	Delgado Ballester, María Elena
dc.contributor.author	Fernandez-Sabiote, Estela
dc.contributor.department	Comercialización e Investigación de Mercados
dc.date.accessioned	2025-01-28T18:18:33Z
dc.date.available	2025-01-28T18:18:33Z
dc.date.issued	2024-03-25
dc.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	es
dc.description.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.	es
dc.format	application/pdf	es
dc.format.extent	14	es
dc.identifier.citation	Journal of Business Research 177 (2024) 114635
dc.identifier.doi	https://doi.org/10.1016/j.jbusres.2024.114635
dc.identifier.issn	Print: 0148-2963
dc.identifier.issn	Electronic: 1873-7978
dc.identifier.uri	http://hdl.handle.net/10201/149521
dc.language	eng	es
dc.publisher	Elsevier	es
dc.relation	Sin financiación externa a la Universidad	es
dc.relation.publisherversion	https://www.sciencedirect.com/science/article/pii/S0148296324001395?via%3Dihub
dc.rights	info:eu-repo/semantics/openAccess	es
dc.rights	Attribution-NonCommercial-NoDerivatives 4.0 Internacional	*
dc.rights.uri	http://creativecommons.org/licenses/by-nc-nd/4.0/	*
dc.subject	Brand stereotypes	es
dc.subject	Masculine	es
dc.subject	Feminine	es
dc.subject	Brand personality	es
dc.subject	Consumer–brand identification	es
dc.subject	Agentic and communal values	es
dc.title	Brand stereotypes: on the relationships with gendered brand personality and agentic and communal values in fostering consumer–brand identification	es
dc.type	info:eu-repo/semantics/article	es
dspace.entity.type	Publication	es