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The purpose of this article is to contribute to the branding literature by examining the critical role of brand stereotypes in shaping consumers' brand-related responses. Drawing on the Stereotype Content Model, this article examines how warmth and competence stereotypes impact consumers' emotional reaction toward brands and in turn consumers' brand attitudes and behavioral intention. In addition, this article examines how brand stereotypes mediate the relationships between brand personality and consumers' brand emotions. The results from this study support the dual role of brand stereotypes as relevant predictors of brand emotions, and intervening variables mediating the effects from brand personality perceptions on brand emotions. The findings support the view that mechanisms of social perception apply to brand perception and provide new insights about the relationship between consumers' brand perceptions and their responses toward brands.

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Social disintegration in the course of mental illness that is found in some studies has no equivalent in our study in what concerns network diversity and perceived support. According to our results, characteristics of vocational and economic integration are of much greater relevance, as they enhance or hinder access to social participation.

The internet offers both growth and loyalty opportunities for brands. To this end, over the recent years, companies have accelerated the development of their websites, including richer and more interactive content as well as relationship tools such as email newsletter and consumer magazines. Using the example of a leading French manufacturer's website, the present research demonstrates that visitors satisfied with their overall website experience are more inclined to revisit and recommend the site and in turn develop more positive attitudes toward the brand as well as higher purchase intent. These relations are stronger for consumers that are members of the website email newsletter program and those that receive the brand consumer magazine.