insights on the role of brand typicality and utilitarian/hedonic nature in enhancing stereotype content transfer
Adamantios Diamantopoulos (Author), Ilona Szőcs (Author), Arnd Florack (Author), Živa Kolbl (Author), Martin Egger (Author)

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.

Keywords

trženje;blagovne znamke;vedenje potrošnikov;raziskave;marketing;brands;consumer behaviour;research;

Data

Language: English
Year of publishing:
Typology: 1.01 - Original Scientific Article
Organization: UL EF - Faculty of Economics
UDC: 339.138
COBISS: 76616707 Link will open in a new window
ISSN: 0265-1335
Views: 273
Downloads: 95
Average score: 0 (0 votes)
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Other data

Secondary language: Slovenian
Secondary keywords: trženje;blagovne znamke;vedenje potrošnikov;raziskave;
Type (COBISS): Article
Pages: str. 1143-1165
Volume: ǂVol. ǂ38
Issue: ǂiss. ǂ6
Chronology: 2021
DOI: 10.1108/IMR-09-2020-0209
ID: 13518239
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