The interplay between country stereotypes and perceived brand globalness/localness as drivers of brand preference

被引:165
作者
Halkias, Georgios [1 ]
Davvetas, Vasileios [1 ]
Diamantopoulos, Adamantios [1 ]
机构
[1] Univ Vienna, Dept Int Mkt, Oskar Morgenstern Pl 1, A-1090 Vienna, Austria
基金
奥地利科学基金会;
关键词
Country stereotypes; Stereotype content model; Global brands; Local brands; OF-ORIGIN; UNIVERSAL DIMENSIONS; CONSUMER ATTITUDES; SOCIAL COGNITION; LOCAL BRANDS; IMAGE; COMPETENCE; PRODUCTS; IMPACT; WARMTH;
D O I
10.1016/j.jbusres.2016.03.022
中图分类号
F [经济];
学科分类号
02 ;
摘要
This paper integrates country-of-origin and global/local branding literatures to investigate how country- and brand-specific factors influence consumer preferences. Drawing from the stereotype content model (SCM) in social psychology, it operationalizes country perceptions by means of warmth and competence judgments and juxtaposes them with consumers' perceptions of brand globalness and localness to predict brand attitudes and subsequent purchase intentions. An empirical study involving a series of well-known brands from different countries and product categories shows that (a) the SCM can effectively capture country-of-origin effects, (b) judgments of competence impact consumer preferences above and beyond the positive effects of brand globalness and localness, and (c) country stereotypes (particularly the dimension of warmth) interact with perceptions of brand globalness in determining brand attitude, whereas perceived brand localness has an independent effect. Theoretical and managerial implications of the findings are discussed and directions for future research identified. (C) 2016 Elsevier Inc All rights reserved.
引用
收藏
页码:3621 / 3628
页数:8
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