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Marketing communications of brand-related stereotypes and consumer responses
Živa Kolbl, Maja Arslanagić-Kalajdžić, Emmanuella Plakoyiannaki, Adamantios Diamantopoulos
Izvirni znanstveni članek
Oznake: blagovne znamke;stereoptipi;vedenje potrošnikov;brands;stereotypes;consumer behaviour;
Purpose – Drawing on the stereotype content model (SCM), this study aims to explore the types and content of different brand-related stereotypes depicted in marketing communications and their influence on consumers’ brand attitudes. It offers empirically-based insights into (a) the types of brand-re ...
Leto: 2025 Vir: Ekonomska fakulteta (UL EF)
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