The impact of national stereotypes on the country of origin effect: A conceptual framework
Abstract
Purpose
The purpose of this paper is to advances a conceptual framework in which the impact of national stereotype dimensions on country of origin (COO) effects is explicitly modeled and decomposed.
Design/methodology/approach
This paper proposes that the perceived warmth and perceived competence dimensions of national stereotypes underlie COO effects. The conceptual framework posits research propositions on the potential interactions of these dimensions with product type (such as hedonic versus utilitarian and high‐ versus low‐contact services), while the effects of consumer characteristics (such as cultural orientation, expertise, involvement, and ethnocentrism) are explored.
Findings
The Stereotype Content Model is a useful tool in exploring the relationship between national stereotypes and COO‐based evaluations as it represents a major theoretical advance in the systematic study of stereotype contents.
Practical implications
The advanced conceptual framework holds significant practical implications for the international marketing strategies of corporations as well as nations.
Originality/value
This paper proposes an original conceptualization and testable research propositions regarding the relationship between national stereotype contents and COO‐based consumer evaluations of products.
Keywords
Citation
Chattalas, M., Kramer, T. and Takada, H. (2008), "The impact of national stereotypes on the country of origin effect: A conceptual framework", International Marketing Review, Vol. 25 No. 1, pp. 54-74. https://doi.org/10.1108/02651330810851881
Publisher
:Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited