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

Published on Apr 1, 2019in Journal of International Business Studies11.382
· DOI :10.1057/S41267-018-0175-3
Peter R Magnusson31
Estimated H-index: 31
(UA: University of Alabama),
Stanford A. Westjohn16
Estimated H-index: 16
(UA: University of Alabama),
Nancy J. Sirianni12
Estimated H-index: 12
(UA: University of Alabama)
Sources
Abstract
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 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.
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