Corporate Brand Reputation Survey, 2019
Description
The research was carried out as part of the international research project "Monitoring consumer preferences through consumer stereotypes",
The aim is to examine how different types of consumer brand stereotypes (country of origin, typical brand buyers, brand itself) influence purchasing behaviour.
consumers. Stereotypes in accordance with the stereotype content model Stereotype content model) is defined as the perception of the warmth and competence of an object (brands, buyers, countries).
The research focuses on consumer stereotypes in relation to the corporate brand and tries to answer the question of how dimensions of corporate reputation (consideration towards customers,
a good employer, a socially and environmentally responsible company, the quality of products and services, and a financially strong and reliable company) influence the perceptions of warmth or competence.
In addition, the aim of the research is to examine how the perceptions of warmth and competence transmit (mediation) the influences of the dimensions of corporate reputation on the consumer's trust in the corporate
stamps. Seven brands (Amazon, American Airlines, Bank of America, Honda, Nestle, Papa John's and T-Mobile) present in the US have been selected for testing the conceptual model.
market, they come from different industries and have different degrees of corporate reputation according to the scales of corporate reputation (i.e. RepTrak, Reputation Quotient). Each respondent was random.
only one stamp has been assigned for which construct measurements have been made. All constructs in the questionnaire were measured using established measurement scales.
Resources
| Name |
Format |
Description |
Link |
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21 |
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https://www.adp.fdv.uni-lj.si/uporabi/kako |
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21 |
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https://plus.si.cobiss.net/opac7/bib/25588710 |
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74 |
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http://www.adp.fdv.uni-lj.si/podatki/aukz19/aukz19_p1_en_v1_r3.txt |
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21 |
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https://www.adp.fdv.uni-lj.si/opisi/aukz19 |
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33 |
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http://www.adp.fdv.uni-lj.si/podatki/aukz19/aukz19_vp1_en_v1_r1.pdf |
Tags
- korporativni-ugled
- zaznave-porabnikov
- anketa
- model-vsebine-stereotipov
- blagovna-znamka
- vtis-topline
- vtis-kompetentnosti
- zaupanje-v-blagovne-znamke