The Antecedents and Consequences of Brand Stereotypes in the Home Appliance Industry

Most of the time, people make generalizations and judgments to make it easier to understand the world around them and to make decisions. So, people are influenced by stereotypes in their decisions. In fact, stereotypes form the basis of people's perceptions and predict their emotional reactions. The aim of this study is to investigate the effect of brand benefits on brand stereotypes and also the effect of brand stereotypes on emotional reactions of home appliance consumers and based on two dimensions of warmth and competence, the BIAF model was developed for the home appliance industry. This research is applied in terms of purpose and descriptive in nature. In this survey study, the target population of the study, including home appliance users in Yazd, and 414 people were studied by available sampling method. In order to collect information, a questionnaire was used which has content validity and construct validity and 94% reliability. Structural equation modeling based on partial least squares was used to analyze the data. The results showed that brand benefits have a significant effect on brand stereotypes (Brand Warmth and Brand Competence). Also, the findings showed that stereotypes have an impact on consumers' emotional reactions.