Country stereotypes and perceived brand globalness/localness

What is it about?

Our paper brings together global/local branding literature and country-of-origin (COO) research in an effort to shed light on an ongoing theoretical debate regarding the relevance of COO in an era of global brands. Toward this end, we draw from the Stereotype Content Model (SCM) in social psychology to operationalize country perceptions in terms of warmth and competence and juxtapose them with consumers’ perceptions of brand globalness and localness to predict brand preferences.

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Why is it important?

This study represents the first empirical effort to address the interplay between COO and brand globalness/localness using real brands as stimuli and compare their predictive strength side by side. Thus, we contribute both theoretically by advancing our understanding on how consumers make purchase decisions in an international marketplace as well as managerially by providing practitioners with valuable positioning- and brand-related insights.