The Interplay of Brand, Brand Origin and Brand User Stereotypes in Forming Value Perceptions

Although the importance of various brand-related stereotypes held by consumers has been acknowledged in marketing literature, their interplay not yet considered. We derive four alternative theoretical models relationships between brand, brand origin and user effects on consumers’ value perceptions. The are subsequently tested two nationally representative samples Germany Serbia, respectively. best-performing model both studies predicts that act as complementary drivers stereotype. In turn, perceptions mediate positive impact stereotype purchase intent. This investigation is first to: (a) juxtapose empirically assess perspectives stereotypes; (b) reveal combined influence multiple through them, intentions to buy brand; (c) determine relative distinct content dimensions (i.e. warmth vs. competence) value; (d) highlight extent which among different influencing consumer outcomes stable across market settings. Implications findings considered future research directions identified.