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

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.

Keywords

trženje;blagovne znamke;predstava;vedenje potrošnikov;marketing;brands;image;consumer behaviour;

Data

Language: English
Year of publishing:
Typology: 1.01 - Original Scientific Article
Organization: UL EF - Faculty of Economics
UDC: 339.138
COBISS: 82850819 Link will open in a new window
ISSN: 1045-3172
Views: 232
Downloads: 145
Average score: 0 (0 votes)
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Other data

Secondary language: Slovenian
Secondary keywords: trženje;blagovne znamke;predstava;vedenje potrošnikov;
Type (COBISS): Article
Chronology: [in press] 2021
DOI: 10.1111/1467-8551.12552
ID: 14075166
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