The Interplay between Country Stereotypes and Perceived Brand Globalness/Localness as Drivers of Brand Preference

Georgios Halkias*, Vasileios Davvetas, Adamantios Diamantopoulos

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

This paper integrates country-of-origin and global/local branding literatures to investigate how country- and brand-specific factors influence consumer preferences. Drawing from the stereotype content model (SCM) in social psychology, it operationalizes country perceptions by means of warmth and competence judgments and juxtaposes them with consumers' perceptions of brand globalness and localness to predict brand attitudes and subsequent purchase intentions. An empirical study involving a series of well-known brands from different countries and product categories shows that (a) the SCM can effectively capture country-of-origin effects, (b) judgments of competence impact consumer preferences above and beyond the positive effects of brand globalness and localness, and (c) country stereotypes (particularly the dimension of warmth) interact with perceptions of brand globalness in determining brand attitude, whereas perceived brand localness has an independent effect. Theoretical and managerial implications of the findings are discussed and directions for future research identified.
Original languageEnglish
JournalJournal of Business Research
Volume69
Issue number9
Pages (from-to)3621-3628
Number of pages8
ISSN0148-2963
DOIs
Publication statusPublished - Sep 2016
Externally publishedYes

Keywords

  • Country stereotypes
  • Stereotype content model
  • Global brands
  • Local brands

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