Table 2 Research design Research process... | Emerald Publishing

Table 2

Research design

Research process	Phase 1	Phase 2
Perspective	Firm	Firm and consumer
Research question	RQ(1): Which brand-related stereotypes do firms deploy in their communications (print advertisements)? What is the relative incidence of each stereotype? RQ(2): What stereotype content do firms emphasize when communicating brand-related stereotypes?	RQ(3): How does the content of the communicated brand-related stereotypes shape consumer attitudes toward the brand?
Method	Content analysis of print advertisements	Multilevel modeling Qualitative interviews with consumers

Research process	Phase 1	Phase 2
Perspective	Firm	Firm and consumer
Research question	RQ(1): Which brand-related stereotypes do firms deploy in their communications (print advertisements)? What is the relative incidence of each stereotype?RQ(2): What stereotype content do firms emphasize when communicating brand-related stereotypes?	RQ(3): How does the content of the communicated brand-related stereotypes shape consumer attitudes toward the brand?
Method	Content analysis of print advertisements	Multilevel modelingQualitative interviews with consumers

Note(s):

RQ (1–3): Research questions 1–3

Source(s): Authors’ own work