Tasteful brands: products of brands perceived to be warm and competent taste subjectively better

Boyka Antonova Bratanova; Nikolas Kervyn; Olivier Klein

doi:10.5334/pb.bf

Tasteful brands: products of brands perceived to be warm and competent taste subjectively better

Boyka Antonova Bratanova, Nikolas Kervyn, Olivier Klein

Research output: Contribution to journal › Article › peer-review

Abstract

Using survey and experimental data, the present research examines the effect of brand perception on experienced taste. The content of brand perception can be organized along the two social perception dimensions of warmth and competence. We use these two dimensions to systematically investigate the influence of brand perception on experienced taste and consumer behavior toward food products. The brand’s perceived warmth and competence independently influenced taste, both when it was measured as a belief and as an embodied experience following consumption. Taste mediated the link between brand’s warmth and competence perceptions and three consumer behavioral tendencies crucial for the marketing success of brands: buying intentions, brand loyalty, and support for the brand.

Original language	English
Pages (from-to)	57-70
Number of pages	14
Journal	Psychologica Belgica
Volume	55
Issue number	2
DOIs	https://doi.org/10.5334/pb.bf
Publication status	Published - 9 Jun 2015

Keywords

Warmth and competence
Subjective taste
Brand perception

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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© 2015 The Author(s). This is an open-access article distributed under the terms of the Creative Commons Attribution 3.0 Unported License (CC-BY 3.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
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Cite this

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title = "Tasteful brands: products of brands perceived to be warm and competent taste subjectively better",

abstract = "Using survey and experimental data, the present research examines the effect of brand perception on experienced taste. The content of brand perception can be organized along the two social perception dimensions of warmth and competence. We use these two dimensions to systematically investigate the influence of brand perception on experienced taste and consumer behavior toward food products. The brand{\textquoteright}s perceived warmth and competence independently influenced taste, both when it was measured as a belief and as an embodied experience following consumption. Taste mediated the link between brand{\textquoteright}s warmth and competence perceptions and three consumer behavioral tendencies crucial for the marketing success of brands: buying intentions, brand loyalty, and support for the brand. ",

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T2 - products of brands perceived to be warm and competent taste subjectively better

AU - Bratanova, Boyka Antonova

AU - Kervyn, Nikolas

AU - Klein, Olivier

N1 - The present research was supported by a grant from the BRIC (Bureau des Relations Internationales) of the Université Libre de Bruxelles, Belgium, awarded to the first author.

PY - 2015/6/9

Y1 - 2015/6/9

N2 - Using survey and experimental data, the present research examines the effect of brand perception on experienced taste. The content of brand perception can be organized along the two social perception dimensions of warmth and competence. We use these two dimensions to systematically investigate the influence of brand perception on experienced taste and consumer behavior toward food products. The brand’s perceived warmth and competence independently influenced taste, both when it was measured as a belief and as an embodied experience following consumption. Taste mediated the link between brand’s warmth and competence perceptions and three consumer behavioral tendencies crucial for the marketing success of brands: buying intentions, brand loyalty, and support for the brand.

AB - Using survey and experimental data, the present research examines the effect of brand perception on experienced taste. The content of brand perception can be organized along the two social perception dimensions of warmth and competence. We use these two dimensions to systematically investigate the influence of brand perception on experienced taste and consumer behavior toward food products. The brand’s perceived warmth and competence independently influenced taste, both when it was measured as a belief and as an embodied experience following consumption. Taste mediated the link between brand’s warmth and competence perceptions and three consumer behavioral tendencies crucial for the marketing success of brands: buying intentions, brand loyalty, and support for the brand.

KW - Warmth and competence

KW - Subjective taste

KW - Brand perception

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DO - 10.5334/pb.bf

M3 - Article

SN - 0033-2879

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JO - Psychologica Belgica

JF - Psychologica Belgica

IS - 2

ER -

Tasteful brands: products of brands perceived to be warm and competent taste subjectively better

Abstract

Keywords

UN SDGs

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