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

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

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.

• Jezik: Angleški jezik
• Ključne besede: marketing, brands, image, consumer behaviour
• Vrsta gradiva: Članek v reviji
• Tipologija: 1.01 - Izvirni znanstveni članek
• Organizacija: EF - Ekonomska fakulteta
• Status publikacije: V tisku
• Različica publikacije: Objavljena publikacija
• Leto izida: 2021
• PID: 20.500.12556/RUL-133696
• UDK: 339.138
• ISSN pri članku: 1045-3172
• DOI: 10.1111/1467-8551.12552
• COBISS.SI-ID: 82850819
• Datum objave v RUL: 09.12.2021

Gradivo je del revije

• Naslov: British journal of management
• Skrajšan naslov: Br. j. manage.
• Založnik: Wiley
• ISSN: 1045-3172
• COBISS.SI-ID: 15136773

Licence

• Licenca: CC BY 4.0, Creative Commons Priznanje avtorstva 4.0 Mednarodna
• Povezava: http://creativecommons.org/licenses/by/4.0/deed.sl
• Opis: To je standardna licenca Creative Commons, ki daje uporabnikom največ možnosti za nadaljnjo uporabo dela, pri čemer morajo navesti avtorja.
• Začetek licenciranja: 28.10.2021

Sekundarni jezik

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

Projekti

• Financer: FWF - Austrian Science Fund
• Številka projekta: I 3727-G27

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