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Should warm or competent brands take a stand
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Resumo(s)
This work project examines how brand characteristics (warmth vs. competence) lead
consumers under the influence of personal values to expect certain brands to be actively
involved in socio-political topics, but not all brands. Socio-political topics in this context
include both controversial and non-controversial issues. The broad questions to answer are,
"Which types of brands do consumers expect to take a stand on socio-political issues?" and
"How do personal values influence consumer expectations on stance-taking?" Results of an
online questionnaire suggest that consumers expect warm brand types to take a stand more,
specifically in non-controversial scenarios, compared to competent brands.
Descrição
Palavras-chave
Consumer behavior Controversy Socio-political topics Brand characteristics Warmth vs. competence Personal values