The formation of consumers' warmth and competence impressions of corporate brands : the role of corporate associations

Gidaković, Petar (avtor), Žabkar, Vesna (avtor)

Despite a growing body of evidence showing how consumers' impressions of corporate brands' warmth and competence lead to managerially relevant outcomes, the cognitive processes by which consumers form such impressions remain poorly understood. This study draws on theories from the cognitive and social psychology fields to develop a conceptual model that explains the formation of differentiated (i.e., nonstereotypical) warmth and competence impressions based on specific dimensions of corporate associations. These impressions transform consumers' information about a company into trust. The conceptual model was tested in a randomized between-subjects experiment that manipulated the different dimensions of corporate associations and established the causal and mediating relationships (Study 1). To increase the external validity of Study 2, the participants rated real companies using a survey. The implications of the findings for consumer impression formation theory are discussed, and managerial recommendations for both influencing warmth and competence impressions and fostering consumer trust are provided.

• Jezik: Angleški jezik
• Ključne besede: corporations, brands, consumer behaviour, consumer trust, corporate associations, corporate branding, impression management, warmth and competence
• Vrsta gradiva: Članek v reviji
• Tipologija: 1.01 - Izvirni znanstveni članek
• Organizacija: EF - Ekonomska fakulteta
• Status publikacije: Objavljeno
• Različica publikacije: Objavljena publikacija
• Leto izida: 2022
• Št. strani: Str. 639-653
• Številčenje: Vol. 19, iss. 4
• PID: 20.500.12556/RUL-135656
• UDK: 339.138
• ISSN pri članku: 1740-4754
• DOI: 10.1111/emre.12509
• COBISS.SI-ID: 99454979
• Datum objave v RUL: 23.03.2022

Gradivo je del revije

• Naslov: European management review
• Založnik: Wiley, European Academy of Management
• ISSN: 1740-4754
• COBISS.SI-ID: 512928537

Licence

• Licenca: CC BY-NC 4.0, Creative Commons Priznanje avtorstva-Nekomercialno 4.0 Mednarodna
• Povezava: http://creativecommons.org/licenses/by-nc/4.0/deed.sl
• Opis: Licenca Creative Commons, ki prepoveduje komercialno uporabo, vendar uporabniki ne rabijo upravljati materialnih avtorskih pravic na izpeljanih delih z enako licenco.

Sekundarni jezik

• Jezik: Slovenski jezik
• Ključne besede: korporacije, blagovne znamke, vedenje potrošnikov

Projekti

• Financer: ARRS - Agencija za raziskovalno dejavnost Republike Slovenije
• Številka projekta: N5-0084
• Naslov: Spremljanje preferenc potrošnikov skozi potrošniške stereotipe

• Financer: ARRS - Agencija za raziskovalno dejavnost Republike Slovenije
• Številka projekta: P5-0128
• Naslov: Izzivi vključujočega in trajnostnega razvoja v prevladujoči paradigmi ekonomskih in poslovnih znanosti