The interplay of brand, brand origin and brand user stereotypes in forming value perceptions

Gidaković, Petar (author), Szőcs, Ilona (author), Diamantopoulos, Adamantios (author), Florack, Arnd (author), Egger, Martin (author), Žabkar, Vesna (author)

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

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