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THE ROLE OF CORPORATE RESPONSIBILITY IN SHAPING CONSUMERS’ BRAND RESPONSES THROUGH BRAND STEREOTYPES
Ilona Szőcs,Milena Micevski 글로벌지식마케팅경영학회 2020 Global Marketing Conference Vol.2020 No.11
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).