Document Type

Article

Publication Date

11-12-2018

Publication Title

Journal of Product and Brand Management

Volume

27

Issue

7

Pages

754-776

Publisher Name

Emerald

Abstract

Purpose: This research seeks to address an overarching question: Does matching consumer place-brand associations with stereotype-consistent messaging affect consumer perceptions of an advertisement?

Methodology: This paper presents two experiments that examine participants’ differing evaluations of advertisements under various experimental conditions. Study 1 examines the match of place-brand warmth vs. competence stereotypes and the use of symbolic vs. utilitarian advertising messaging for both new foreign and domestic brands. Study 2 examines this match for global brands.

Findings: The research reveals that stereotype-consistent messaging increases the perceived fit between the advertisement and the brand for new foreign brands, but not for new domestic or global brands. Furthermore, in a post-hoc analysis, this congruence is found to improve attitude towards the brand, purchase intentions and brand response, through the mediating effect of attitude towards the ad.

Value: Place-brand stereotypes impact consumer attitudes and opinions regarding brands from different countries. This study applies two universal social judgment dimensions from social psychology—warmth and competence—to the novel context of advertising messaging to examine previously unexplored facets of the place-brand image.

Comments

Author Posting © Emerald Publishing Limited, 2018. This is the author's version of the work. It is posted here by permission of Emerald for personal use, not for redistribution. The definitive version was published in Journal of Product and Brand Management, Vol. 27, Iss. 7, November 12, 2018. http://dx.doi.org/10.1108/JPBM-10-2017-1626

Creative Commons License

Creative Commons Attribution-No Derivative Works 4.0 International License
This work is licensed under a Creative Commons Attribution-No Derivative Works 4.0 International License.

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