On the role of brand stereotypes in shaping consumer response toward brands : an empirical examination of direct and mediating effects of warmth and competence

Ivens, BjörnBjörnIvens0000-0001-8510-5212Leischnig, AlexanderAlexanderLeischnigMüller, BrigitteBrigitteMüllerValta, KatharinaKatharinaValta2019-09-192015-11-3020151520-6793https://fis.uni-bamberg.de/handle/uniba/39836engOn the role of brand stereotypes in shaping consumer response toward brands : an empirical examination of direct and mediating effects of warmth and competencearticle10.1002/mar.20820