Search results

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.

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.

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.

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.

The stereotypical image of the profession is poor with accountants appearing in the popular media as either the object of satire or the criminally inclined expert who deceives the public for self-gain. Extant research on the portrayal of the stereotypic accountant is limited in two ways: (1) existing research assumes a unitary concept by inferring a dominant image when the accountant stereotype is multifaceted; and (2) it is unclear from existing research whether the dominant image results from perceived character traits or the duties undertaken by accountants. This paper relies on qualitative methods of data analysis to unpack the elements that underpin stereotypical images in accounting to develop a framework of external perceptions that distinguishes one image from another. The framework is constructed on two broad criteria that comprise accountants (personality traits and physical characteristics) and accounting (task functionality). The interplay of these two criteria creates four subtypes representing positive (Scorekeeper and Guardian) and negative (Beancounter and Entrepreneur) interpretations of the two basic categorizations: bookkeeper and business professional. Further analysis revealed four primary dimensions (Ethics and Sociable, Skill and Service) that underlie the construction of the subtypes. In general, the ‘Scorekeeper’ rates more highly than the ‘Beancounter’ on ‘Ethics and Sociable’ and the ‘Guardian’ rates more highly than the ‘Entrepreneur’ on ‘Ethics’. Accounting researchers and the profession could benefit from understanding how stereotypical perceptions are constructed and managed.

People develop general stereotypes and beliefs about how people look and behave, and discrepancies in perceptions of warmth and competence can lead to incongruence in expected behaviors during service interactions. These perceptions can contribute to negative outcomes for employees; therefore, this study aims to examine how perceptions of warmth affect both customer reactions to employees who are Asian and the work stress, strain and attitudes of employees who are Asian toward their jobs.

To investigate the phenomenon, the authors conducted three studies. The first study examined whether occupational-racial stereotypes influence customers’ evaluation of employees’ service recovery performance. The second study temporally examined whether employees who are Asian engage in more emotional labor strategies to counter these occupational-racial stereotypes and as a result experience more negative outcomes. And a third study investigated the cumulative effects of negative perceptions on employee outcomes.

The results suggest employees in the hospitality industry who are Asian are perceived as less warm during service failure interactions and, thus, must work harder to regulate their emotions. As a result, employees who are Asian reported experiencing more negative outcomes, supporting the notion that occupational-racial stereotypes contribute to racial disparity and act as challenges and barriers for employees in the service industry.

These findings emphasize the need to understand and address occupational-racial stereotypes for employees who are Asian to mitigate racial disparities in the service industry. Organizations can promote diverse work climates, provide emotional support and foster high-quality relationships to support employee well-being and satisfaction.

The results provide insight into how stereotypical warmth perceptions of employees who are Asian may affect the demands they face when engaging in service recovery, and how these increased demands may reduce the quality of their work experiences.

The lot of policewomen has been a difficult adaptation to a predominantly male‐dominated organization. Being traditionally dominated by males, the police organization may become a problematic workplace for policewomen. In a patriarchal society, women are placed at a disadvantage because of gender‐related workplace problems that may arise. This study involves an assessment of the gender‐related problems experienced by the policewomen of the Philippine National Police in the central region of the Philippines. Likewise, the study provides analyses of the relationships of these gender‐related problems to the job performance of women officers. Using a survey questionnaire, gender‐related problems of policewomen are identified and related to their performance using both objective and subjective measures. The data indicate that women officers experience gender‐related problems. However, these problems do not seem to relate significantly to their job performances.

The objective of the current study was to determine if stereotypical perceptions of women as managers existed among men and women in two different cultural settings, the U.S. and Chile. Using the Women as Managers Scale (WAMS), 412 participants from the U.S. and Chile responded to questions about their perceptions of women performing managerial roles and tasks. Gender and culture effects were identified at both the multivariate and univariate levels.1 The results showed that male subjects in both cultures had more stereotypical and negative perceptions of women as managers than did female subjects, and the U.S. participants (both male and female) had more positive and less stereotypical perceptions of women as managers than the Chilean participants. Implications for research and practice in cross‐cultural and international management are discussed.

The dominant paradigm in international branding research treats perceived brand globalness (PBG) and localness (PBL) as attributes algebraically participating in brand assessment and disregards the perception of brands as humanlike entities actively embedded in consumers’ social environments. Challenging this view and drawing from stereotype theory, the purpose of this paper is to suggest that PBG/PBL trigger the categorization of products under the superordinate mental categories of global/local brands which carry distinct stereotypical content. Such content transfers to every individual product for which category membership is established and shapes brand responses.

One experimental study (Study1, n=134) tests the process of global/local brand stereotype formation, identification and content transfer. Subsequently, two consumer surveys test the impact of brand stereotypes on brand approach/avoidance tendencies (Study2, n=328) and consumer–brand relationships (Study3, n=273). Data were analyzed with experimental techniques and structural equation modeling.

The findings suggest that upon categorization under the global or local brand class, individual brands are charged with the stereotypical content of the class. Global brands are predominantly stereotyped as competent while local brands are predominantly stereotyped as warm. Localness-induced warmth has uniformly positive effects, whereas globalness-induced competence acts as a double-edged sword which can both help and harm the brand.

This research contributes by proposing a novel conceptualization of global and local brands as groups of intentional marketplace agents stereotyped along their intentions and abilities, empirically establishing the process through which individual brands are assigned stereotypical judgments and demonstrating how these judgments impact critical brand outcomes and consumer–brand relationships.

There is a widely held stereotypical view that accounting is structured, precise, compliance-driven and repetitive. Drawing on social psychology theory, this paper aims to examine how accountants may contribute to these stereotypical perceptions.

Individual perception data were collected through questionnaires and interviews with accountants from the corporate, public practice and not-for-profit sectors, along with “Chartered Accountants” who no longer work as accountants.

These findings suggest that, contrary to results from an earlier study, the targets of the accounting stereotype contribute to the stereotype formation and maintenance and that increased exposure to accountants may serve only to confirm and reinforce the accounting stereotype.

There are a small number of participants in this study, and this limits the ability to generalise the findings.

These findings have important implications for the profession in how it communicates and promotes the role of the accountant in society. Failure to address the issues identified may lead the stereotype to become self-fulfilling. This may result in the recruitment of future accountants who lack the required skills and capabilities. This could lead to the loss of non-compliance-related accounting work to other business professionals.

This study responds to criticism that little is known about how and why the accounting stereotype is formed and how contact with an accountant may increase stereotypicality. Additionally, this paper proposes a strategy to reduce stereotypicality through contact with accountants.

This study investigates university students’ perceptions of (i) an introductory accounting course and (ii) the profession of accountancy. The study examines the extent to which these perceptions change during the students’ first semester of accountancy studies, and whether these perceptions relate to the students’ interest in the field of accounting. To investigate these issues, we survey 231 undergraduate students in their first semester of accounting studies at a large Greek university. In general, the results show that the students’ initial perceptions of the accounting profession are rather traditional and stereotypical, but that these perceptions generally become more “positive” at the end of their first semester after completing an introductory accounting course. Moreover, at the end of the semester, the students perceive the introductory course as being more rewarding and enjoyable than they had originally expected. The study also finds that students who are interested in accounting hold more positive views of the course and the profession (both at the beginning of the semester and at the end) than those who are not interested in accounting. The findings underline the important role of educators in influencing the perceptions and intentions of their students with regard to accounting study and profession.

The purpose of this research is to determine if stereotypical perceptions of women as managers exist between men and women in three countries: the USA, China, and Chile. Based on the extant literature, hypotheses were developed and tested.

Participants in the study were students enrolled in degree programs. The data were collected from the USA, China, and Chile using the “Women as Managers Scale”. The study explores attitudinal dimensions. Further, gender and country effects were identified at both multivariate and univariate levels.

The findings show that stereotypical perceptions of women as managers exist between men and women in the USA, China, and Chile. US and Chilean men had more positive perceptions of women as managers than Chinese men. Chinese men and women displayed the lowest perceptions of women as managers.

The results of this study offer useful insights for international managers on the perceptions of women as managers in three distinct countries. Implications for research and practice in international management shed additional light on this important topic.