The Interplay of Brand, Brand Origin and Brand User Stereotypes in Forming Value Perceptions
Abstract
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...
Paper Details
Title
The Interplay of Brand, Brand Origin and Brand User Stereotypes in Forming Value Perceptions
Published Date
Oct 28, 2021
Volume
33
Issue
4
Pages
1924 - 1949
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