Experiment about corporate reputation, consumer stereotypes and trust, 2019

23. 04. 2020

Author of Research: Gidaković Petar and Žabkar Vesna


Year of the study: 2019


Keywords: corporate reputation; consumer perception; brand trust; competence impression; warmth impression; stereotype content model; experiment; trade


Experiment focuses on consumer stereotypes pertaining to corporate brands to answer the question of how the dimensions of the corporate reputation (Customer orientation; Good employer; Social and environmental responsibility; Product and service quality, and Reliable and financially strong company) influence the perception of warmth and competence. In addition, the aim of the study is to determine, whether warmth and competence perceptions act as mediators of the effects of corporate reputation dimensions
on consumer trust toward corporate brands. For the purpose of testing the conceptual model, an experiment was prepared in which we manipulated the information in the description of a fictitious telecommunications company.

Study was conducted through the 1ka web application, among UK residents between 18 and 90 years, 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. and Žabkar, V. (2020). Experiment about corporate reputation, consumer stereotypes and trust, 2019 [Data file]. Ljubljana: Univerza v Ljubljani = University of Ljubljana, Arhiv družboslovnih podatkov = Social Science Data Archives. ADP - IDNo: EKUPSZ19. https://doi.org/10.17898/ADP_EKUPSZ19_V1

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