The Bond Between Country and Brand Stereotypes: Insights on the Role of Brand Typicality and Utilitarian/Hedonic Nature in Enhancing Stereotype Content Transfer

Adamantios Diamantopoulos, Ilona Szöcs, Arnd Florack, Živa Kolbl, Martin Egger

Veröffentlichungen: Beitrag in FachzeitschriftArtikelPeer Reviewed

Abstract

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.
OriginalspracheEnglisch
Seiten (von - bis)1143-1165
Seitenumfang23
FachzeitschriftInternational Marketing Review
Jahrgang38
Ausgabenummer6
Frühes Online-Datum31 Aug. 2021
DOIs
PublikationsstatusVeröffentlicht - 26 Okt. 2021

ÖFOS 2012

  • 501021 Sozialpsychologie
  • 502052 Betriebswirtschaftslehre
  • 502019 Marketing

Zitationsweisen