Identifikacija porabnikov z blagovno znamko: vloga porabnikove potrebe po edinstvenosti in vloga porabniških stereotipov

Abstract

The relationship between consumers and brands is an important area of research in marketing. The realisation that consumers form interpersonal–like relationships with brands has changed the course of research in marketing, which has since also focused on the study of consumer–brand relationships. Based on consumers' need for uniqueness and the model of stereotypes from social psychology, our study examines how consumers' need for uniqueness and stereotypical beliefs about typical users of the brand influence their identification with the brand. The results of our study, which focuses on consumers' favourite brands, show that consumers' need for uniqueness and the brand buyer stereotype as reflected in competence are positively related to consumer–brand identification. We present guidelines for nurturing consumer–brand identification and identify future research directions.

Keywords

• consumer–brand identification
• consumers' need for uniqueness
• brand buyer stereotypes