Tasteful brands : products of brands perceived to be warm and competent taste subjectively better
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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.
Bratanova , B A , Kervyn , N & Klein , O 2015 , ' Tasteful brands : products of brands perceived to be warm and competent taste subjectively better ' Psychologica Belgica , vol 55 , no. 2 , pp. 57-70 . DOI: 10.5334/pb.bf
© 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.
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.
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