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

Volume: 50, Issue: 3, Pages: 318 - 338
Published: Sep 12, 2018
Abstract
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...
Paper Details
Title
Beyond country image favorability: How brand positioning via country personality stereotypes enhances brand evaluations
Published Date
Sep 12, 2018
Volume
50
Issue
3
Pages
318 - 338
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