Survey about consumer stereotypes about brands, 2019

The study 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 regarding brands (country of origin, typical brand buyers, brand itself) effect on consumer purchasing behavior. 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.