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)

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
• Tipologija: 1.01 - Izvirni znanstveni članek
• Organizacija: EF - Ekonomska fakulteta
• Status publikacije: V tisku
• Različica publikacije: Objavljena publikacija
• Leto izida: 2021
• PID: 20.500.12556/RUL-131092
• UDK: 339.138
• ISSN pri članku: 0265-1335
• DOI: 10.1108/IMR-09-2020-0209
• COBISS.SI-ID: 76616707
• Datum objave v RUL: 22.09.2021

Gradivo je del revije

• Naslov: International marketing review
• Skrajšan naslov: Int. mark. rev.
• Založnik: Emerald
• ISSN: 0265-1335
• COBISS.SI-ID: 141084

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

Projekti

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