Psychology of Brand Management

In several projects, we have studied the perception of brands and the impact of brand management on consumer behavior. In particular, we have studied brands from the perspective of the stereotype content model, which posits that individuals apply stereotypes to brands as they do to people. In current projects, we are interested in how consumers use cues such as country of origin to form an image of a brand.

Read more about our findings in this area:

Diamantopoulos, A., Florack, A., Halkias, G., & Palcu, J. (2017). Explicit versus implicit country stereotypes as predictors of product preferences: Insights from the stereotype content model. Journal of International Business Studies, 48, 1023–1036. https://doi.org/10.1057/s41267-017-0085-9

Diamantopoulos, A., Szöcs, I., Florack, A., Kolbl, Z., & Egger, M. (2021). The bond between country and brand stereotypes: Insights on the role of brand typicality and utilitarian/hedonic nature in enhancing stereotype content transfer. International Marketing Review, 38(6), 1143–1165. https://doi.org/10.1108/IMR-09-2020-0209

Gidakovic, P., Szöcs, I., Diamantopoulos, A., Florack, A., Egger, M., & Zabkar, V. (2022). The interplay of brand, brand origin, and brand user stereotypes in forming value perceptions. British Journal of Management, 33(4), 1924–1949. https://doi.org/10.1111/1467-8551.12552

Halkias, G., Florack, A., Diamantopoulos, A., & Palcu, J. (2021). Eyes wide shut? Understanding and managing consumers' visual processing of country-of-origin cues. British Journal of Management, 33(3), 1432–1449. https://doi.org/10.1111/1467-8551.12545

Hubert, M., Florack, A., Gattringer, R., Eberhardt, T., Enkel, E., & Kenning, P. (2017). Flag up! – Flagship products as important drivers of perceived brand innovativeness. Journal of Business Research, 71, 154–163. https://doi.org/10.1016/j.jbusres.2016.09.001