Purpose: 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. Design/methodology/approach: The...

Purpose: 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...

Purpose: The present paper explores how advertisers use consumer culture positioning (CCP) strategies in advertising across countries and product categories. Design/methodology/approach: The study employs a content analysis approach to investigate usage of CCP strategies and symbols across...

In response to the growing standardization and impersonalization of the market—side effects of new technology and business automation—consumers increasingly seek more personized purchase experiences, such as buying products directly from the producer. While extant literature has documented...