Aesthetic or self-expressiveness? Linking brand logo benefits, brand stereotypes and relationship quality. (September 2018) - Japutra, Arnold
Abstract: Previous research has started to show the importance of consumers' stereotypes for companies and their brands. However, there has been little research into what predicts these consumers' stereotypes. This study contributes to the literature by testing aesthetic and self-expressiveness benefits as potential antecedents of consumers' stereotypes towards brands. We also investigate the role of brand stereotypes on relationship quality. Two studies (n = 714) were conducted in two different categories, product (athletic shoes) and service (university). The results support the proposed relationships between brand logo benefits and brand stereotypes. Interestingly, the importance of brand logo benefits on relationship quality differs between the two categories. Implications for marketers are discussed. Highlights: This work adds to the body of knowledge that aesthetic and self-expressiveness benefits are antecedents of brand stereotypes. Two studies were undertaken using two categories, products and services, to examine the generalisability of the model. Brand stereotypes affect relationship quality, however, the effects differ between product and service categories. Warmth stereotype is a better predictor of commitment and social benefit than competence stereotype.