مقاله انگلیسی رایگان در مورد تفکرات قالبی از برند – الزویر ۲۰۲۴
مشخصات مقاله | |
ترجمه عنوان مقاله | افکار قالبی از برند: درباره رابطه بیان شخصیت برند دارای جنسیت و ارزش های تاثیرگذار و اشتراکی در پرورش هویت برند-مصرف کننده |
عنوان انگلیسی مقاله | Brand Stereotypes: On the relationships with gendered brand personality and agentic and communal values in fostering Consumer–Brand identification |
نشریه | الزویر |
انتشار | مقاله سال ۲۰۲۴ |
تعداد صفحات مقاله انگلیسی | ۱۴ صفحه |
هزینه | دانلود مقاله انگلیسی رایگان میباشد. |
نوع نگارش مقاله |
مقاله پژوهشی (Research Article) |
مقاله بیس | این مقاله بیس میباشد |
نمایه (index) | Scopus – Master Journals List – JCR |
نوع مقاله | ISI |
فرمت مقاله انگلیسی | |
ایمپکت فاکتور(IF) |
۱۳٫۵۱۷ در سال ۲۰۲۲ |
شاخص H_index | ۲۶۵ در سال ۲۰۲۴ |
شاخص SJR | ۳٫۱۲۸ در سال ۲۰۲۲ |
شناسه ISSN | ۰۱۴۸-۲۹۶۳ |
شاخص Quartile (چارک) | Q1 در سال ۲۰۲۲ |
فرضیه | دارد |
مدل مفهومی | دارد، تصویر ۱ صفحه ۳ |
پرسشنامه | ندارد |
متغیر | دارد |
رفرنس | دارد |
رشته های مرتبط | مدیریت |
گرایش های مرتبط | بازاریابی – مدیریت بازرگانی – مدیریت کسب و کار |
نوع ارائه مقاله |
ژورنال |
مجله | مجله تحقیقات کسب و کار – Journal of Business Research |
دانشگاه | University of Murcia, Spain ۲۲۲۲۲ |
کلمات کلیدی | افکار قالبی از برند، مردانه، زنانه، شخصیت برند، هویت برند-مصرف کننده، ارزش های تاثیرگذار و اشتراکی |
کلمات کلیدی انگلیسی | Brand stereotypes, Masculine, Feminine, Brand personality, Consumer–brand identification, Agentic and communal values |
شناسه دیجیتال – doi |
https://doi.org/10.1016/j.jbusres.2024.114635 |
لینک سایت مرجع | https://www.sciencedirect.com/science/article/pii/S0148296324001395 |
کد محصول | e17717 |
وضعیت ترجمه مقاله | ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید. |
دانلود رایگان مقاله | دانلود رایگان مقاله انگلیسی |
سفارش ترجمه این مقاله | سفارش ترجمه این مقاله |
فهرست مطالب مقاله: |
Abstract ۱ Introduction ۲ Literature review on brand stereotypes: Warmth and competence ۳ Conceptual framework and hypotheses ۴ Study 1 ۵ Study 2 ۶ General discussion and implications Declaration of competing interest Appendix A Overview of studies on brand stereotypes Appendix B Brands and product categories (Study 1) Appendix C Brand concepts (Study 2) References |
بخشی از متن مقاله: |
Abstract This research draws on social identity theory and social role theory of gender stereotypes to investigate the role of brand gender personality (masculine and feminine) on generating brand warmth and competence, and how consumers’ agentic and communal values condition the effects of brand stereotypes on consumer–brand identification. The theoretical model is tested via two different studies. In the first study (N = ۴۹۰), ۲۱ brands across different product categories are used to test the theoretical model. Then, a second study (N = ۴۶۹) corroborates the previously identified relationships and further shows that the effect of brand stereotypes on consumer–brand identification is moderated by agentic and communal motivations. The present study contributes to research on brand stereotyping while providing managerial insights that can be used to enhance the relationship between brands and consumers. Introduction A multitude of reports published by Deloitte, Havas Group, McKinsey & Company and Consumer Brands Association underscore a growing expectation gap in consumer-brand relationships. Consumers increasingly perceive that promises made by brands are unfulfilled, leading to a sense of distrust. In their pursuit of competency, transparency and honesty they perceive that brands are falling short (McKinsey & Company, 2021). Additionally, the global survey Meaningful Brands (2021) by Havas Media1 reveals that brand meaningfulness has reached an all-time low, contributing to the escalating mistrust in brands. In response to this heightened disaffection and rising scepticism, brand management has been promoted under the Brands as Intentional Agents Framework (BIAF). This framework claims that consumers’ impressions of brand warmth (worthy intentions) and competence (ability) are crucial in shaping interactions with brands (Kervyn et al., 2022). Building on the work of Diamantopoulos et al., 2021, Xue et al., 2020, Kervyn et al., 2012, and Kolbl et al. (2020), it is evident that both warmth and competence significantly influence brand admiration, emotions, value perceptions, and purchase intentions. Given the intensified scrutiny on brands, understanding the formation of these brand stereotypes (warmth and competence) and their role in building robust bonds with consumers has become imperative (Rather et al., 2022). While antecedents of brand warmth and competence, along with their consequences, have been identified in previous research within the BIAF (see Appendix A for a summary), three major gaps persist. This study aims to address them by integrating insights from Social Role Theory and Social Identification Theory to enrich the BIAF. General discussion and implications While previous research has extensively explored the antecedents and consequences of brand warmth and competence stereotypes (see Appendix A), our study is the first to empirically examine how these stereotypes are influenced by gendered brand personality and how consumers’ agentic and communal values serve as a boundary condition in the link between brand stereotypes and consumer-brand identification. ۶٫۱٫ Theoretical contributions |