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

Peter Magnusson (), Stanford A. Westjohn () and Nancy J. Sirianni ()
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Peter Magnusson: University of Alabama
Stanford A. Westjohn: University of Alabama
Nancy J. Sirianni: University of Alabama

Journal of International Business Studies, 2019, vol. 50, issue 3, 318-338

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.

Keywords: country personality; country of origin; international consumer behavior; cultural authenticity; consumer animosity (search for similar items in EconPapers)
Date: 2019
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