The Compensatory Influences of Country Stereotypes and the Global/Local Nature of Brands: An Extended Framework

Autor(en)

David Bourdin, Georgios Halkias, Katerina Makri

Abstrakt

International marketing literature indicates that both the global and/or local nature of a brand and the image of the brand’s origin influence consumer attitudes. However, only limited research has examined these influences in combination. This paper contributes to this research direction by investigating the independent as well as the interactive effects of globalness/localness perceptions and country stereotypes. Results from two studies conducted in different countries and across multiple product categories suggest that stereotypical country judgments may substitute or complement brand globalness and localness perceptions. These results are obtained after controlling for the effects of important brand-, product-, and consumer-specific characteristics, representing a stricter nomological network in relation to extant studies. The findings partially confirm the existence of a compensatory mechanism between (a) brand globalness and country warmth, and (b) brand localness and country competence, leading to new implications regarding brand positioning strategies under different conditions.

Organisation(en)

Institut für Marketing und International Business

Externe Organisation(en)

Technische Universität München, FHWien der WKW

Journal

Journal of Business Research

Band

137

Seiten

28-38

Anzahl der Seiten

11

ISSN

0148-2963

DOI

https://doi.org/10.1016/j.jbusres.2021.08.020

Publikationsdatum

12-2021

Peer-reviewed

Ja

ÖFOS 2012

502054 Entrepreneurship

Schlagwörter

ASJC Scopus Sachgebiete

Marketing

Link zum Portal

https://ucrisportal.univie.ac.at/de/publications/the-compensatory-influences-of-country-stereotypes-and-the-globallocal-nature-of-brands-an-extended-framework(95a404ef-0af6-4b6d-8697-404773d7fc67).html