Experiment on Corporate Reputation, Consumer Stereotypes and Trust, 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). This experiment focuses on consumer stereotypes
in relation to the corporate brand and tries to answer the question of how dimensions of corporate reputation (customer orientation, good employer, socially and environmentally responsible company,
quality of products and services and a financially strong and reliable company) affect the perceptions of warmth or competence. In addition, the aim of the research is also to check how the perceptions of warmth and
Competences transmit (mediation) the influences of the dimensions of the corporate reputation on the consumer's trust in the corporate brand. For the purpose of verifying the conceptual model, an experiment was designed, in which
The researchers manipulated information in the presentation of an imaginary telecommunications company. The manipulation of information related to individual dimensions of corporate reputation. Control groups
no information was given regarding the dimensions of the corporate reputation, and in the other five groups the description of the company was prepared in such a way that it contained positive information about each dimension
corporate reputation, which means that the research plan was one-factor with six groups of participants.
Resources
| Name |
Format |
Description |
Link |
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21 |
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https://www.adp.fdv.uni-lj.si/opisi/ekupsz19 |
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33 |
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http://www.adp.fdv.uni-lj.si/podatki/ekupsz19/ekupsz19_vp1_en_v1_r1.pdf |
|
21 |
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https://plus.si.cobiss.net/opac7/bib/25588710 |
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21 |
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https://www.adp.fdv.uni-lj.si/uporabi/kako |
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74 |
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http://www.adp.fdv.uni-lj.si/podatki/ekupsz19/ekupsz19_p1_en_v1_r3.txt |
Tags
- korporativni-ugled
- zaznave-porabnikov
- model-vsebine-stereotipov
- eksperiment
- blagovna-znamka
- vtis-topline
- vtis-kompetentnosti
- zaupanje-v-blagovne-znamke