Article2019

National Stereotypes as Antecedents of Country-of-Origin Image: The Role of the Stereotype Content Model

51 citations0/0 files storedJournal of International Consumer Marketing

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Consumer Behavior in Brand Consumption and Identification Diverse Aspects of Tourism Research European Cultural and National Identity

Abstract

The authors propose a model explaining the antecedents of country of origin evaluations using the stereotype content model. Specifically, we propose a direct relationship between competence stereotypes and the micro and macro image of a country. We also show how perceived warmth can affect product outcomes directly and indirectly through macro image contrary to current findings. This paper contributes to the literature by showing the context in which the warmth stereotypes acts in situations where the country is perceived as having low warmth. We also show how warmth stereotype can be used in tourism through destination receptivity.

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References

1988Structural equation modeling in practice: A review and recommended two-step approach.1981Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics 2002A model of (often mixed) stereotype content: Competence and warmth respectively follow from perceived status and competition.1987Consumer Ethnocentrism: Construction and Validation of the CETSCALE 2001Tourism image, evaluation variables and after purchase behaviour: inter-relationship 1992Matching Product Catgeory and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects 2009Stereotype content model across cultures: Towards universal similarities and some differences 1988Country-of-Origin Effects for Uni-National and Bi-National Products

Cited by

2021The bond between country and brand stereotypes: insights on the role of brand typicality and utilitarian/hedonic nature in enhancing stereotype content transfer 2023Perceived brand localness of foreign brands and its impacts on brand trust and purchase intentions in developing countries in Asia: a social identity theory perspective 2021The Interplay of Brand, Brand Origin and Brand User Stereotypes in Forming Value Perceptions 2023Are brands re-evaluated when consumers learn about brand origin misperceptions? Outcomes, processes, and contingent effects

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