Beyond country image favorability: How brand positioning via country personality stereotypes enhances brand evaluations

• 成果类型: Article
• 署名作者: Magnusson, Peter; Westjohn, Stanford A.; Sirianni, Nancy J.
• 署名单位: University of Alabama System; University of Alabama Tuscaloosa
• 刊物名称: JOURNAL OF INTERNATIONAL BUSINESS STUDIES
• ISSN/ISSBN: 0047-2506
• DOI: 10.1057/s41267-018-0175-3
• 发表日期: 2019
• 页码: 318-338
• 关键词: country personality; country of origin; international consumer behavior; cultural authenticity; consumer animosity

摘要

Across four lab experiments and a field study, we find that brands are evaluated more favorably when the brand is positioned in a manner that is congruent with the brand's home country personality stereotype than when brand positioning is incongruent. Results demonstrate that cultural authenticity mediates this effect. We also uncover a moderating effect whereby brands are viewed more favorably when brand positioning and country personality stereotypes are incongruent, rather than congruent, under conditions of consumer animosity toward the firm's home country. This study is the first to demonstrate how international firms can leverage country-of-origin personality stereotypes as a brand-building advantage.