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).

ABSTRACT
INTRODUCTION
BACKGROUND AND HYPOTHESES
METHOD
RESULTS
DISCUSSION
REFERENCES

• Ilona Szőcs(University of Vienna, Austria)
• Milena Micevski(University of Vienna, Austria) Corresponding author