کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
10492532 940273 2016 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
The interplay between country stereotypes and perceived brand globalness/localness as drivers of brand preference
ترجمه فارسی عنوان
تعامل میان کلیشه های کشور و جهانی شدن / محلی بودن نام تجاری به عنوان راننده ترجیح از نام تجاری
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
چکیده انگلیسی
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.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 69, Issue 9, September 2016, Pages 3621-3628
نویسندگان
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