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). Skladno z obstoječimi raziskavami, ki so posamezne vrste stereotipov obravnavale v izolaciji, predvidevamo, da imajo vsi trije porabniški stereotipi vpliv na stališča in namere porabnikov. Zato je bil namen te raziskave izmeriti vse tri stereotipe, stališča in nakupne namere porabnikov glede različnih blagovnih znamk. To nam omogoča preverbo alternativnih teoretičnih modelov o povezavah med tremi stereotipi in njihovem vplivu na stališča in nakupne namere porabnikov.
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.
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