The Interplay of Brand, Brand Origin, and Brand User Stereotypes in Forming Value Perceptions

Autor(en)

Petar Gidaković, Ilona Szöcs, Adamantios Diamantopoulos, Arnd Florack, Martin Egger, Vesna Zabkar

Abstrakt

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.

Organisation(en)

Institut für Marketing und International Business, Institut für Arbeits-, Wirtschafts- und Sozialpsychologie

Externe Organisation(en)

University of Ljubljana

Journal

British Journal of Management

Band

33

Seiten

1924-1949

Anzahl der Seiten

26

ISSN

1045-3172

DOI

https://doi.org/10.1111/1467-8551.12552

Publikationsdatum

10-2021

Peer-reviewed

Ja

ÖFOS 2012

502054 Entrepreneurship

Schlagwörter

ASJC Scopus Sachgebiete

Allgemeine Unternehmensführung und Buchhaltung, Management of Technology and Innovation, Strategy and Management

Link zum Portal

https://ucrisportal.univie.ac.at/de/publications/f030e6d4-c009-450d-bc3f-2332da2cfcb5