Consumer Brand Stereotype Survey, 2019
Description
The research was carried out as part of the international research project "Monitoring consumer preferences through consumer stereotypes", which aims to
examine how different types of consumer brand stereotypes (country of origin, typical brand buyers, brand itself) influence consumers’ purchasing behaviour. Stereotypes, consistent
with a model of the content of stereotypes (i.e. Stereotype content model) is defined as the perception of the warmth and competence of an object (brands, buyers, countries). In accordance with existing research, which is individual
types of stereotypes addressed in isolation, we assume that all three consumer stereotypes have an impact on the attitudes and intentions of consumers. The aim of this study was therefore to measure all three stereotypes.
consumer attitudes and purchasing intentions regarding different brands. This allows us to test alternative theoretical models on the links between the three stereotypes and their impact on attitudes and attitudes.
Purchasing intentions of consumers.
Resources
| Name |
Format |
Description |
Link |
|
21 |
|
https://www.adp.fdv.uni-lj.si/opisi/apsbz19 |
|
33 |
|
http://www.adp.fdv.uni-lj.si/podatki/apsbz19/apsbz19_vp1_en_v1_r1.pdf |
|
21 |
|
https://www.adp.fdv.uni-lj.si/uporabi/kako |
|
74 |
|
http://www.adp.fdv.uni-lj.si/podatki/apsbz19/apsbz19_p1_en_v1_r3.txt |
Tags
- model-vsebine-stereotipov
- blagovna-znamka
- tipični-kupec-blagovne-znamke
- porabniški-stereotipi
- država-izvora
- potrošnik
- toplina-in-kompetentnost