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The Influence Of National Stereotypes On Country Image And Product Country Image: A Social Identity And Consumer Culture Theory Approach, Terence Motsi
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Multinational companies often make use of country stereotypes in their marketing efforts. Volkswagen used the tagline “That’s the power of German engineering” to utilize the positive stereotype of German efficiency as well as its positive country image. Academic research has recognized the importance of the country of origin cue (COO) in consumer decision making but research addressing the use national stereotypes as an antecedent to COO evaluation is relatively sparse.
The stereotype content model (SCM) contends that national stereotypes describe traits associated with a group of people through the dimensions of competence and warmth. Existing research on the antecedents of …