Purpose

Drawing on the stereotype content model (SCM), the authors investigate the stereotype content transfer (in terms of warmth and competence) from country to brand and the simultaneous impact of these two stereotypes on consumer responses toward brands.

Design/methodology/approach

The authors test a structural equation model conceptualizing brand stereotypes as full mediators between country stereotypes and consumer outcomes. In addition, in a moderated mediation analysis, the authors investigate the role of brand typicality and utilitarianism/hedonism in potentially moderating the country to brand stereotype content transfer.

Findings

Country warmth and competence, respectively, impact brand warmth and competence, thus confirming the hypothesized stereotype content transfer. This transfer is found to be robust and not contingent on brands' perceived typicality of their country of origin. However, brands' utilitarian nature amplifies the positive impact of country competence on brand competence. Finally, brand stereotypes fully mediate the impact of country stereotypes on consumers' brand attitudes and behavioral intentions.

Originality/value

The authors provide the first empirical attempt that (1) explicitly differentiates between consumers' stereotypical perceptions of countries and stereotypical perceptions of brands from these countries, (2) empirically examines the transfer of stereotypical dimensions of different targets (i.e. country to brand), (3) explores boundary conditions for such transfer and (4) simultaneously considers the impact of both kinds of stereotypes on managerially relevant consumer outcomes.

中文翻译：

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国家和品牌刻板印象之间的纽带：对品牌典型性和功利/享乐性质在增强刻板印象内容转移中的作用的见解

目的

作者利用刻板印象内容模型 (SCM)，研究了从国家到品牌的刻板印象内容转移（在热情和能力方面）以及这两种刻板印象对消费者对品牌反应的同时影响。

设计/方法/方法

作者测试了一个结构方程模型，将品牌刻板印象概念化为国家刻板印象和消费者结果之间的完全中介。此外，在适度的中介分析中，作者调查了品牌典型性和功利主义/享乐主义在潜在调节国家向品牌刻板印象内容转移方面的作用。

发现

国家热情和能力分别影响品牌热情和能力，从而证实了假设的刻板印象内容转移。这种转移被认为是稳健的，并不取决于品牌对其原产国的感知典型性。然而，品牌的功利性放大了国家竞争力对品牌竞争力的积极影响。最后，品牌刻板印象充分中介了国家刻板印象对消费者品牌态度和行为意图的影响。

原创性/价值

作者提供了第一个实证尝试：（1）明确区分消费者对国家的刻板印象和这些国家的品牌刻板印象，（2）实证检验了不同目标（即国家到品牌）的刻板印象维度的转移，（ 3) 探索这种转移的边界条件和 (4) 同时考虑两种刻板印象对管理相关消费者结果的影响。