Time Matters – The Role of Future Orientation in Consumer Judgment of Brand Heritage: A Stereotype Content Model Perspective
(A2023-113956)

AUTHORS

Caroline Meyer, A&F Marketing – Consumer Psychology, Christian-Albrechts-Universität Kiel; Ulrich Orth, Professor & Chair of A&F Marketing – Consumer Psychology, Christian-Albrechts-Universität Kiel

ABSTRACT

This paper examines the mediating roles of warmth and competence in brand heritage effects on consumer responses including the moderating effect of people’s orientation towards the future. To test the research model, two online experiments were seated in divergent contexts (Study 1 wine brand; Study 2 hotel brand). The results of both studies indicate that 1) brand heritage positively influences consumer intentions of voice and action, 2) the positive effect of brand heritage on consumer intentions of voice and action is mediated by warmth and competence and 3) a consumer’s future orientation has a negative moderating effect on the brand heritage-warmth and brand heritage-competence relationship. Consequently, the results show that indirect effects of brand heritage through warmth and competence on positive consumer behavioral intention are weaker with increasing orientation towards the future.