Survey about consumer stereotypes about brands, 2019

23. 04. 2020

Author of the study: Gidaković Petar and Žabkar Vesna


Year of the study: 2019


Keywords: consumer stereotypes; stereotype content model; warmth and competence; country of origin; typical buyer of the trademark; trademarks; consumers;

Stereotypes, according to the stereotype content model, are defined as the perception of the warmth and competence of the object (brand, customer, country). In line with existing research, which considered individual types of stereotypes in isolation, we assume that all three consumer stereotypes have an impact on consumers' attitudes and intentions. Therefore, the purpose of this research was to measure all three stereotypes, attitudes and purchasing intentions of consumers regarding different brands. This allows us to test alternative theoretical models about the links between the three stereotypes and their impact on consumers' attitudes and purchasing intentions.

Study was conducted through the 1ka web application, among UK residents between the ages of 18 to 90, who participate in the Prolific Academic online panel.

The study was carried out as part of the international research project "Monitoring consumer preferences through consumer stereotypes" (N5-0084), which aims to examine how different types of consumer stereotypes regarding brands (country of origin, typical brand buyers, brand itself) effect on consumer purchasing behavior.

More info about the research you can find in ADP Catalogue.

Gidaković, P. in Žabkar, V. (2020). Survey about consumer stereotypes about brands, 2019 [Data file]. Ljubljana: Univerza v Ljubljani = University of Ljubljana, Arhiv družboslovnih podatkov = Social Science Data Archives. ADP - IDNo: APSBZ19. https://doi.org/10.17898/ADP_APSBZ19_V1

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