Survey on consumer stereotypes about brands, 2019

The research was carried out as part of the international research project “Monitoring consumer preferences through consumer stereotypes”, which aims to examine how different types of consumer stereotypes in relation to brands (country of origin, typical brand buyers, brand itself) affect the purchasing behaviour of consumers. Stereotypes, harmoniously model of the Content of Stereotypes. Stereotype content model) is defined as the perception of warmth and competence of the object (brands, buyer, country). In accordance with existing research that is individual the types of stereotypes discussed in isolation, we assume that all three consumer stereotypes have an impact on the views and intentions of consumers. Therefore, the purpose of this survey was to measure all three stereotypes: the views and purchasing intentions of consumers regarding different brands. This allows us to check alternative theoretical models about the links between the three stereotypes and their impact on attitudes. the Purchasing Intentions of Consumers.