KOREASCHOLAR

THE ROLE OF CORPORATE RESPONSIBILITY IN SHAPING CONSUMERS’ BRAND RESPONSES THROUGH BRAND STEREOTYPES

Ilona Szőcs, Milena Micevski
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/400794
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.465-477
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Drawing on the Stereotype Content Model, we examine how CSR impacts brand stereotypes and, in turn, drives consumers’ behavioral intentions towards the stereotyped brand. We do so in the context of (a) varying combinations of brands’ warmth and competence and (b) varying types of CSR activities (i.e. environmental and social).

Keyword
brand stereotypescorporate social responsibilitybrand warmthbrand competence
Table Content
ABSTRACT
INTRODUCTION
BACKGROUND AND HYPOTHESES
METHOD
RESULTS
DISCUSSION
REFERENCES
Author
  • Ilona Szőcs(University of Vienna, Austria)
  • Milena Micevski(University of Vienna, Austria) Corresponding author