Raziskava je bila izvedena v okviru mednarodnega raziskovalnega projekta "Spremljanje preferenc potrošnikov skozi potrošniške stereotipe", katerega namen je proučiti, kako različne vrste porabniških stereotipov v zvezi z blagovnimi znamkami (država izvora, tipični kupci znamke, znamka sama) vplivajo na nakupno vedenje porabnikov. Stereotipe, skladno z modelom vsebine stereotipov (angl. Stereotype content model), opredelimo kot zaznave topline in kompetentnosti objekta (znamke, kupca, države). Raziskava se osredotoča na porabniške stereotipe v zvezi s korporativno blagovno znamko in poskuša odgovoriti na vprašanje, kako dimenzije korporativnega ugleda (naravnanost h kupcem, dober delodajalec, družbeno in okoljsko odgovorno podjetje, kakovost izdelkov in storitev ter finančno močno in zanesljivo podjetje) vplivajo na zaznave topline oziroma kompetentnosti. Dodatno je cilj raziskave tudi preveriti, kako zaznave topline in kompetentnosti prenašajo (mediacija) vplive dimenzij korporativnega ugleda na zaupanje potrošnika do korporativne znamke. Za potrebe preverjanja konceptualnega modela je bilo izbranih sedem znamk (Amazon, American Airlines, Bank of America, Honda, Nestle, Papa John's in T-Mobile), ki so prisotne na ameriškem trgu, prihajajo iz različnih panog in imajo različne stopnje korporativnega ugleda glede na lestvice korporativnega ugleda (to so RepTrak, Reputation Quotient). Vsakemu respondentu je bila naključno dodeljena samo ena znamka, za katero so bile opravljene meritve konstruktov. Vsi konstrukti v vprašalniku so bili merjeni z uveljavljenimi merskimi lestvicami.
This study was conducted as a part of the international research project "Navigating Brand Preference through Consumers Stereotypes", aiming to examine how three types of consumer stereotypes related to brands (country of origin stereotype, brand buyer stereotype, and brand stereotype) affect consumer purchasing behavior. Stereotypes are defined according to the stereotype content model as the perceptions of warmth in the competence of an object (country, buyers or brands). Study focuses on consumer stereotypes pertaining to corporate brands and try to answer the question of how the dimensions of the corporate reputation (Customer orientation; Good employer; Social and environmental responsibility; Product and service quality, and Reliable and financially strong company) influence the perception of warmth and competence. In addition, the aim of the study is to determine whether warmth and competence perceptions act as mediators of the effects of corporate reputation dimensions on consumer trust toward corporate brands. For the purpose of testing the conceptual model, seven brands were selected (Amazon, American Airlines, Bank of America, Honda, Nestle, Papa John's at T-Mobile) because they cover a range of different industries and have different levels of corporate reputation according to reputation rankings (RepTrak, ReputationQuotient) of corporate reputation. A single brand was randomly assigned to a respondent to provides his/hers evaluations, which were measured on established measurement scales.
Neverjetnostno: priložnostnoNonprobability.Availability
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Vprašalnik za samoizpolnjevanje: spletniSelfAdministeredQuestionnaire.CAWI
Self-administered questionnaire: Web-based (CAWI)SelfAdministeredQuestionnaire.CAWI