Driving customer engagement for authentic brands through brand stereotypes: an application of stereotype content model

Purpose Brand stereotypes offer innumerable benefits to brands and consumers. To further enhance the understanding of brand stereotypes, current research examines the stereotype content model to explore perceived brand authenticity (PBA) as the driver and customer engagement with brand and its communities as the outcomes of brand stereotypes. Design/methodology/approach The author collected the data from the members of online brand communities (OBCs) using self-administered questionnaires. A total of 391 responses were collected and data analysis was performed through structural equation modeling. Findings The results showcase that PBA influences brand stereotypes. More specifically, PBA’s continuity and credibility dimensions demonstrate the impact on brand competence. At the same time, integrity and symbolism dimensions’ impact brand warmth. Finally, brand stereotypes, that is, warmth and competence, influence customer engagement with the brand. However, the results fail to reflect any impact of brand stereotypes on brand community engagement. Practical implications Brands are encouraged to leverage the value of brand stereotypes. PBA may act as a valuable tool to develop brand stereotypes, that is, warmth and competence among customers. Such brand stereotypes may be leveraged to induce customer engagement. Originality/value This study is among the few studies demonstrating the role of PBA in establishing brand stereotypes, which in turn can generate customer brand engagement.