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

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Izvleček
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.

Jezik:Angleški jezik
Ključne besede:marketing, brands, consumer behaviour, research, country stereotypes, brand stereotypes, stereotype content transfer
Vrsta gradiva:Članek v reviji (dk_c)
Tipologija:1.01 - Izvirni znanstveni članek
Organizacija:EF - Ekonomska fakulteta
Leto izida:2021
UDK:339.138
ISSN pri članku:0265-1335
DOI:10.1108/IMR-09-2020-0209 Povezava se odpre v novem oknu
COBISS.SI-ID:76616707 Povezava se odpre v novem oknu
Število ogledov:113
Število prenosov:38
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Gradivo je del revije

Naslov:International marketing review
Skrajšan naslov:Int. mark. rev.
Založnik:Emerald Group Publishing
ISSN:0265-1335
COBISS.SI-ID:141084 Povezava se odpre v novem oknu

Gradivo je financirano iz projekta

Financer:FWF - Austrian Science Fund (FWF)
Program financ.:Internationale Projekte
Številka projekta:I 3727–G27
Naslov:Navigating Brand Preference through Consumers´ Stereotypes

Licence

Licenca:CC BY 4.0, Creative Commons Priznanje avtorstva 4.0 Mednarodna
Povezava:http://creativecommons.org/licenses/by/4.0/deed.sl
Opis:To je standardna licenca Creative Commons, ki daje uporabnikom največ možnosti za nadaljnjo uporabo dela, pri čemer morajo navesti avtorja.
Začetek licenciranja:31.08.2021

Sekundarni jezik

Jezik:Slovenski jezik
Ključne besede:trženje, blagovne znamke, vedenje potrošnikov, raziskave

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