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The interplay of brand, brand origin and brand user stereotypes in forming value perceptions
ID
Gidaković, Petar
(
Author
),
ID
Szőcs, Ilona
(
Author
),
ID
Diamantopoulos, Adamantios
(
Author
),
ID
Florack, Arnd
(
Author
),
ID
Egger, Martin
(
Author
),
ID
Žabkar, Vesna
(
Author
)
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MD5: E7F2BC0DACC3B8C6B9FC55627333AC4E
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https://onlinelibrary.wiley.com/doi/10.1111/1467-8551.12552
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Abstract
Although the importance of various brand-related stereotypes held by consumers has been acknowledged in the marketing literature, their interplay has not yet been considered. We derive four alternative theoretical models of the relationships between brand, brand origin and brand user stereotypes and their effects on consumers% value perceptions. The four models are subsequently tested on two nationally representative samples in Germany and Serbia, respectively. The best-performing model in both studies predicts that brand origin and brand user stereotypes act as complementary drivers of the brand stereotype. In turn, value perceptions mediate the positive impact of the brand stereotype on purchase intent. This investigation is the first to: (a) juxtapose and empirically assess alternative theoretical perspectives on the interplay of brand-related stereotypes; (b) reveal the combined influence of multiple stereotypes on consumers% value perceptions and through them, on intentions to buy the brand; (c) determine the relative influence of distinct stereotype content dimensions (i.e. warmth vs. competence) on consumers% perceptions of value; and (d) highlight the extent to which the interplay among different stereotypes in influencing consumer outcomes is stable across different market settings. Implications of the findings are considered and future research directions identified.
Language:
English
Keywords:
marketing
,
brands
,
image
,
consumer behaviour
Work type:
Article
Typology:
1.01 - Original Scientific Article
Organization:
EF - School of Economics and Business
Publication status:
In print
Publication version:
Version of Record
Year:
2021
PID:
20.500.12556/RUL-133696
UDC:
339.138
ISSN on article:
1045-3172
DOI:
10.1111/1467-8551.12552
COBISS.SI-ID:
82850819
Publication date in RUL:
09.12.2021
Views:
827
Downloads:
436
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Record is a part of a journal
Title:
British journal of management
Shortened title:
Br. j. manage.
Publisher:
Wiley
ISSN:
1045-3172
COBISS.SI-ID:
15136773
Licences
License:
CC BY 4.0, Creative Commons Attribution 4.0 International
Link:
http://creativecommons.org/licenses/by/4.0/
Description:
This is the standard Creative Commons license that gives others maximum freedom to do what they want with the work as long as they credit the author.
Licensing start date:
28.10.2021
Secondary language
Language:
Slovenian
Keywords:
trženje
,
blagovne znamke
,
predstava
,
vedenje potrošnikov
Projects
Funder:
FWF - Austrian Science Fund
Project number:
I 3727-G27
Funder:
ARRS - Slovenian Research Agency
Project number:
N5-0084
Name:
Spremljanje preferenc potrošnikov skozi potrošniške stereotipe
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