Vloga porabniških stereotipov pri ovrednotenju blagovnih znamk

Abstract

Consumer stereotypes have an important influence on consumer behaviour in purchase decisions. Using the stereotype content model (Cuddy, Fiske & Glick, 2007; Fiske, Cuddy, Glick & Xu, 2002), we identify brand stereotypes through perceptions of warmth and competence as warm/cold and competent/incompetent. Based on the research conducted as part of the project "Monitoring consumer preferences through consumer stereotypes", we present a classification of 96 brands on the Slovenian market in terms of salience, warmth and competence, as formed on the basis of the assessments of 25 marketing experts from the Slovenian region. The findings on brand stereotypes form the basis for the formulation of marketing objectives and the corresponding positioning, marketing communication and other tools of the marketing network.

Keywords

• consumer stereotypes
• brands
• warmth
• competence