20.500.12556/RUL-131092 The bond between country and brand stereotypes insights on the role of brand typicality and utilitarian/hedonic nature in enhancing stereotype content transfer Purpose: Drawing on the stereotype content model (SCM), the authors investigate the stereotype content transfer (in terms of warmth and competence) from country to brand and the simultaneous impact of these two stereotypes on consumer responses toward brands. Design/methodology/approach: The authors test a structural equation model conceptualizing brand stereotypes as full mediators between country stereotypes and consumer outcomes. In addition, in a moderated mediation analysis, the authors investigate the role of brand typicality and utilitarianism/hedonism in potentially moderating the country to brand stereotype content transfer. Findings: Country warmth and competence, respectively, impact brand warmth and competence, thus confirming the hypothesized stereotype content transfer. This transfer is found to be robust and not contingent on brands' perceived typicality of their country of origin. However, brands' utilitarian nature amplifies the positive impact of country competence on brand competence. Finally, brand stereotypes fully mediate the impact of country stereotypes on consumers' brand attitudes and behavioral intentions. Originality/value: The authors provide the first empirical attempt that (1) explicitly differentiates between consumers' stereotypical perceptions of countries and stereotypical perceptions of brands from these countries, (2) empirically examines the transfer of stereotypical dimensions of different targets (i.e. country to brand), (3) explores boundary conditions for such transfer and (4) simultaneously considers the impact of both kinds of stereotypes on managerially relevant consumer outcomes. marketing brands consumer behaviour research country stereotypes brand stereotypes stereotype content transfer trženje blagovne znamke vedenje potrošnikov raziskave true false true Angleški jezik Slovenski jezik Članek v reviji 2021-09-22 14:33:00 2021-09-22 15:27:59 2022-09-10 04:09:53 0000-00-00 00:00:00 2021 0 0 [in press] 2021 0000-00-00 Zaloznikova VTisku NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 0265-1335 10.1108/IMR-09-2020-0209 76616707 RAZ_Diamantopoulos_Adamantios_2021.pdf RAZ_Diamantopoulos_Adamantios_2021.pdf 1 B71618BE7ECDE30122FEBB810C02A747 35e1675534a9672de19e638d356b2693f30573a70d5d7ade6a5fb4b9eb6cd046 95af3756-1ba5-11ec-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=148346 https://www.emerald.com/insight/content/doi/10.1108/IMR-09-2020-0209/full/html 0 a1944a6b-1ba5-11ec-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=148347 Ekonomska fakulteta 0 0 0