The Interplay between Country Stereotypes and Perceived Brand Globalness/Localness as Drivers of Brand Preference

Autor(en)

Georgios Halkias, Vasileios Davvetas, Adamantios Diamantopoulos

Abstrakt

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.

Organisation(en)

Institut für Rechnungswesen, Innovation und Strategie

Journal

Journal of Business Research

Band

69

Seiten

3621-3628

Anzahl der Seiten

8

ISSN

0148-2963

DOI

https://doi.org/10.1016/j.jbusres.2016.03.022

Publikationsdatum

03-2016

Peer-reviewed

Ja

ÖFOS 2012

502052 Betriebswirtschaftslehre

Schlagwörter

ASJC Scopus Sachgebiete

Marketing

Link zum Portal

https://ucrisportal.univie.ac.at/de/publications/b205ba15-283f-4f12-991f-ae82a33df573