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The Interplay of Brand, Brand Origin and Brand User Stereotypes in Forming Value Perceptions
Gidaković, Petar; Szőcs, Ilona; Diamantopoulos, Adamantios - In: British Journal of Management 33 (2021) 4, pp. 1924-1949
Persistent link: https://www.econbiz.de/10012808913
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The bond between country and brand stereotypes : insights on the role of brand typicality and utilitarian/hedonic nature in enhancing stereotype content transfer
Diamantopoulos, Adamantios; Szőcs, Ilona; Florack, Arnd; … - In: International Marketing Review 38 (2021) 6, pp. 1143-1165
Purpose: Drawing on the stereotype content model (SCM), the authors investigate the stereotype content transfer (in terms of warmth and competence) from country to brand and the simultaneous impact of these two stereotypes on consumer responses toward brands. Design/methodology/approach: The...
Persistent link: https://www.econbiz.de/10012639615
Cover Image
The interplay of brand, brand origin and brand user stereotypes in forming value perceptions
Gidaković, Petar; Szőcs, Ilona; Diamantopoulos, Adamantios - In: British journal of management 33 (2022) 4, pp. 1924-1949
Persistent link: https://www.econbiz.de/10013463552