The interplay between country stereotypes and perceived brand globalness/localness as drivers of brand preference

By G. Halkias, Vasileios Davvetas, Adamantios Diamantopoulos. 2016

207 citations recorded by the source corpus.

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.

Subfields: Marketing, Social Psychology, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/438dbb6e957951d9d4dfb71ff298ef901df0df31

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Citations in the corpus

How Product Category Shapes Preferences toward Global and Local Brands: A Schema Theory Perspective (2016, background): “…influence product evaluations (Meyers-Levy and Tybout 1989); how information about products, brands, and attributes is cognitively structured in consumers’ minds (Halkias 2015); and how ad–brand schema (in)congruity affects responses to advertising messages (Halkias and Kokkinaki 2014).”
Disentangling the Differential Roles of Warmth and Competence Judgments in Customer-Service Provider Relationships (2020, background): “Warmth can also be displayed in several ways, such as friendly service displays (Mende, Scott, and Bolton 2018), socially responsible behavior (Bolton and Matilla 2015), or the use of feminine cues (e.g., shapes and colors) in marketing communications (Hess and Melnyk 2016).”