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Št. zadetkov: 2
ǂThe ǂbond between country and brand stereotypes
Adamantios Diamantopoulos, Ilona Szőcs, Arnd Florack, Živa Kolbl, Martin Egger
Izvirni znanstveni članek
Oznake: trženje;blagovne znamke;vedenje potrošnikov;raziskave;marketing;brands;consumer behaviour;research;
Purpose: Drawing on the stereotype content model (SCM), the authors investigate the stereotype content transfer (in terms of warmth and competence) from country to brand and the simultaneous impact of these two stereotypes on consumer responses toward brands. Design/methodology/approach: The authors ...
Leto: 2021 Vir: Ekonomska fakulteta (UL EF)
ǂThe ǂinterplay of brand, brand origin and brand user stereotypes in forming value perceptions
Petar Gidaković, Ilona Szőcs, Adamantios Diamantopoulos, Arnd Florack, Martin Egger, Vesna Žabkar
Izvirni znanstveni članek
Oznake: trženje;blagovne znamke;predstava;vedenje potrošnikov;marketing;brands;image;consumer behaviour;
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 ...
Leto: 2021 Vir: Ekonomska fakulteta (UL EF)
Št. zadetkov: 2
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