International marketing literature indicates that both the global and/or local nature of a brand and the image of the brand’s origin influence consumer attitudes. However, only limited research has examined these influences in combination. This paper contributes to this research direction by investigating the independent as well as the interactive effects of globalness/localness perceptions and country stereotypes. Results from two studies conducted in different countries and across multiple product categories suggest that stereotypical country judgments may substitute or complement brand globalness and localness perceptions. These results are obtained after controlling for the effects of important brand-, product-, and consumer-specific characteristics, representing a stricter nomological network in relation to extant studies. The findings partially confirm the existence of a compensatory mechanism between (a) brand globalness and country warmth, and (b) brand localness and country competence, leading to new implications regarding brand positioning strategies under different conditions.

国际营销文献表明，品牌的全球和/或本地性质以及品牌起源的形象都会影响消费者的态度。然而，只有有限的研究结合了这些影响。本文通过调查独立的和互动的，对这一研究方向做出了贡献。全球性/地方性观念和国家刻板印象的影响。在不同国家和多个产品类别中进行的两项研究的结果表明，陈规定型的国家判断可能会替代或补充品牌全球性和本地性认知。这些结果是在控制了重要的品牌、产品和消费者特定特征的影响后获得的，代表了与现有研究相关的更严格的规则网络。研究结果部分证实了(a)品牌全球性和国家热情，以及(b)品牌本地性和国家竞争力之间存在补偿机制，从而对不同条件下的品牌定位策略产生新的影响。