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.

Non-probability: AvailabilityNonprobability.Availability

Self-administered questionnaire: Web-based (CAWI)SelfAdministeredQuestionnaire.CAWI