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

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  • Peter Magnusson

    (University of Alabama)

  • Stanford A. Westjohn

    (University of Alabama)

  • Nancy J. Sirianni

    (University of Alabama)

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.

Suggested Citation

  • Peter Magnusson & Stanford A. Westjohn & Nancy J. Sirianni, 2019. "Beyond country image favorability: How brand positioning via country personality stereotypes enhances brand evaluations," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 50(3), pages 318-338, April.
    • Handle: RePEc:pal:jintbs:v:50:y:2019:i:3:d:10.1057_s41267-018-0175-3
    DOI: 10.1057/s41267-018-0175-3
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