Stereotyping global brands: Is warmth more important than competence?

被引:100
作者
Kolbl, ZiIva [1 ]
Arslanagic-Kalajdzic, Maja [2 ]
Diamantopoulos, Adamantios [1 ]
机构
[1] Univ Vienna, Dept Int Mkt, Oskar Morgenstern Pl 1, A-1090 Vienna, Austria
[2] Univ Sarajevo, Sch Business & Econ, Dept Mkt, Trg Oslobodjenja 1, Sarajevo 71000, Bosnia & Herceg
基金
奥地利科学基金会;
关键词
Brand stereotype; Consumer-brand identification; Perceived brand globalness; Perceived brand localness; CONSUMER ATTITUDES; UNIVERSAL DIMENSIONS; SOCIAL COGNITION; LOCAL BRANDS; IDENTITY; PRODUCT; ORIGIN; MODEL; ROLES; IMAGE;
D O I
10.1016/j.jbusres.2018.12.060
中图分类号
F [经济];
学科分类号
02 ;
摘要
Drawing on international branding literature and stereotyping research, the current study seeks to answer the following research questions: (1) do consumers' perceptions of brand globalness/localness influence their stereotypical assessments of brands in terms of their warmth and competence, and (2) do these stereotypical dimensions impact consumer-brand identification and, through it, purchase intentions and brand ownership? The proposed conceptual model is tested using data from two countries (Austria: N = 243; Bosnia & Herzegovina: N = 95) and seven global brands from different product categories. The findings reveal that perceived brand globalness and localness indeed influence the content of brand stereotypes by impacting consumers' assessments of warmth and competence. Brand warmth is revealed to be the key driver of consumer-brand identification which, in turn, stimulates purchase intentions and brand ownership. Brand competence is not significantly related to consumer-brand identification (across both studies), indicating that not all dimensions of stereotype content are relevant for the consumer-brand relationship.
引用
收藏
页码:614 / 621
页数:8
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