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

Boyka Bratanova, Nicolas Kervyn, Olivier Klein

Research output: Contribution to journalArticle

2 Citations (Scopus)
9 Downloads (Pure)

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 languageEnglish
Pages (from-to)57-70
Number of pages14
JournalPsychologica Belgica
Volume55
Issue number2
DOIs
Publication statusPublished - 9 Jun 2015

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Brand loyalty
Social perception
Marketing
Food products
Consumer behaviour

Cite this

Bratanova, Boyka ; Kervyn, Nicolas ; Klein, Olivier. / Tasteful brands : products of brands perceived to be warm and competent taste subjectively better. In: Psychologica Belgica. 2015 ; Vol. 55, No. 2. pp. 57-70.
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Tasteful brands : products of brands perceived to be warm and competent taste subjectively better. / Bratanova, Boyka; Kervyn, Nicolas; Klein, Olivier.

In: Psychologica Belgica, Vol. 55, No. 2, 09.06.2015, p. 57-70.

Research output: Contribution to journalArticle

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