The bond between country and brand stereotypes : insights on the role of brand typicality and utilitarian/hedonic nature in enhancing stereotype content transfer
ID Diamantopoulos, Adamantios (Author), ID Szőcs, Ilona (Author), ID Florack, Arnd (Author), ID Kolbl, Živa (Author), ID Egger, Martin (Author)

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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.

Keywords:marketing, brands, consumer behaviour, research, country stereotypes, brand stereotypes, stereotype content transfer
Work type:Article (dk_c)
Typology:1.01 - Original Scientific Article
Organization:EF - School of Economics and Business
Publication status in journal:In print
Article version:Publisher's version of article
ISSN on article:0265-1335
DOI:10.1108/IMR-09-2020-0209 This link opens in a new window
COBISS.SI-ID:76616707 This link opens in a new window
Publication date in RUL:22.09.2021
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Record is a part of a journal

Title:International marketing review
Shortened title:Int. mark. rev.
Publisher:Emerald Group Publishing
COBISS.SI-ID:141084 This link opens in a new window


License:CC BY 4.0, Creative Commons Attribution 4.0 International
Description:This is the standard Creative Commons license that gives others maximum freedom to do what they want with the work as long as they credit the author.
Licensing start date:31.08.2021

Secondary language

Keywords:trženje, blagovne znamke, vedenje potrošnikov, raziskave

Document is financed by a project

Funder:FWF - Austrian Science Fund (FWF)
Funding Programme:Internationale Projekte
izpis_stevilka_projekta:I 3727–G27
Name:Navigating Brand Preference through Consumers´ Stereotypes

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