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首页> 外文期刊>Journal of Business Research >The compensatory influences of country stereotypes and the global/local nature of brands: An extended framework
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The compensatory influences of country stereotypes and the global/local nature of brands: An extended framework

机译：国家刻板印象和品牌全球/地方性质的补偿性影响：扩展框架

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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.
机译：国际营销文学表明，品牌的全球和/或本地性质以及品牌起源的形象影响了消费者的态度。然而，只有有限的研究组合研究了这些影响。本文通过调查独立以及全球性/地产性感知和国家刻板印象的互动影响，有助于这方面的研究方向。在不同国家和多种产品类别中进行的两项研究结果表明，陈规定型国家判断可能会替代或补充品牌全球性和本地性感知。这些结果是在控制重要品牌，产品和消费者特征的影响之后获得的，代表与现存研究有关的更严格的评论网络。调查结果部分证实了（a）品牌全球性和国家温暖之间的补偿机制，（b）品牌本地性和国家能力，导致对不同条件下的品牌定位策略的新影响。

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