Explicit versus implicit country stereotypes as predictors of product preferences: Insights from the stereotype content model

Diamantopoulos, Adamantios; Florack, Arnd; Halkias, Georgios; Palcu, Johanna

doi:10.1057/s41267-017-0085-9

Cited by 88 publications

(107 citation statements)

References 57 publications

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“…Many consumers use these stereotypical associations to assess products (Yasin et al, 2007). Country of brand origin is known to originate associations with a specific source country in consumers' minds (Aaker, 1991;Keller, 1993), regardless of where the product is actually produced (Diamantopoulos, Florack, Halkias, & Palcu, 2017). Previous studies have indicated that country of origin signals the value of a brand, serves a cue for product quality, helps to reduces consumer perceived risk and facilitates purchase decision (e.g.…”

Section: Country Of Brand Originmentioning

confidence: 99%

A cultural approach to brand equity: the role of brand mianzi and brand popularity in China

et al. 2018

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Section: Country Of Brand Originmentioning

confidence: 99%

A cultural approach to brand equity: the role of brand mianzi and brand popularity in China

et al. 2018

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“…Concerning the outcomes of brand emotions, some scholars have demonstrated that brand emotion could significantly influence a customer's behavior towards a product. For example, brand emotion influences purchase intention [20], brand equity [21], and brand loyalty [22,23]. Brand emotion also strongly influences brand extension [24].…”

Section: H2: Alternative Attractiveness Positively Influences Negativmentioning

confidence: 99%

Identifying Factors Preventing Sustainable Brand Loyalty among Consumers: A Mixed Methods Approach

Zhang

Ding

et al. 2018

Sustainability

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Consumers' brand-switching behavior, or the non-sustainability of consumer loyalty to a brand, brings huge losses to affected companies. Thus, the investigation of factors behind consumers' brand-switching is very important. The study analyzes the mechanism and configuration of brand-switching intention in order to provide guidelines for increasing brand competitiveness. Using empirical analysis (SEM) and qualitative comparative analysis (fsQCA), this study elucidates the motives and mechanisms in operation when customers decide whether to stay with a particular brand or switch to an alternative. The data was collected in August 2017. The results of SEM showed that the attractiveness of an alternate brand had a negative influence on current brand image recognition and brand value recognition, which could produce negative emotions that then lead to a brand-switching intention. The fsQCA uncovered six combinations or configurations of variables that could lead to brand-switching. This study has both theoretical and practical outcomes for competitive branding.Sustainability 2018, 10, 4685 2 of 13 for brand conversion intentions; however, most research has directly addressed the factors influencing brand-switching [4][5][6] rather than systematically analyzing the internal influencing mechanism and effective formation path of brand conversion intentions. To fill these gaps, our study utilized cognition theory in order to explore the mechanisms and configurations of brand-switching intention. Alternative attractiveness, negative brand image recognition, negative brand value recognition, negative brand emotion and website anxiety were included in this study in order to determine their mutual effects on the decision to stay with a particular brand or to switch to a new one.This paper is organized into specific sections. Following the introduction in Section 1, the theoretical background is discussed and a literature review is presented in Section 2; the research model and hypotheses are also considered. In Section 3, the research methodology, including measurement and data collection, is described, and in Section 4 the data is analyzed. Section 5 includes discussion and interpretation of the results, and the conclusions are summarized, offering some theoretical and practical implications. Lastly, this study considers the limitations and raises the prospect of future studies in Section 6.

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“…In empirical work, schemata have been used as theoretical vehicles to explain (1) how congruence between consumer culture ad imagery and brand image affects the effectiveness of foreign brand communications , (2) how consumers form stereotypes (i.e. collectively shared schemata) about brands and products based on their globalness/localness (Davvetas and Halkias 2019) or country of origin (Diamantopoulos et al 2017), and (3) how home country-brand schema congruence enhances brand evaluations (Magnusson, Westjohn, and Sirianni 2018).…”

Section: Direction Of Global Brand Halo Effects: the Role Of Consumermentioning

confidence: 99%

Lit Up or Dimmed Down? Why, When, and How Regret Anticipation Affects Consumers’ Use of the Global Brand Halo

Davvetas¹,

Diamantopoulos²,

Liu³

2020

Journal of International Marketing

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Research has long established the existence of a global brand halo that benefits global brands by triggering “global equals better” inferences by consumers. Nevertheless, little is known about the conditions under which this halo may or may not be used or about whether and, if so, how it can situationally fade. Drawing from regret theory, the authors posit that anticipating regret can conditionally both attenuate and accentuate consumers’ use of the global brand halo and develop a serial conditional process model to explain the mechanism underlying regret’s influence. The results of two experimental studies show that anticipated regret affects global brand halo use—and subsequently relative preference for global or local brands—by increasing consumers’ need to justify their purchase decision. Whether and how consumers will use the global brand halo depends on consumers’ product category schema, while the intensity of the halo’s use depends on consumers’ maximization tendency. The findings offer a decision-theory perspective on the competition between global and local brands and empirically based advice on managerial interventions that can influence global or local brand market shares.

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Explicit versus implicit country stereotypes as predictors of product preferences: Insights from the stereotype content model

Cited by 88 publications

References 57 publications

A cultural approach to brand equity: the role of brand mianzi and brand popularity in China

A cultural approach to brand equity: the role of brand mianzi and brand popularity in China

Identifying Factors Preventing Sustainable Brand Loyalty among Consumers: A Mixed Methods Approach

Lit Up or Dimmed Down? Why, When, and How Regret Anticipation Affects Consumers’ Use of the Global Brand Halo

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