This paper integrates country-of-origin and global/local branding literatures to investigate how country-and brand-specific factors influence consumer preferences. Drawing from the stereotype content model (SCM) in social psychology, it operationalizes country perceptions by means of warmth and competence judgments and juxtaposes them with consumers' perceptions of brand globalness and localness to predict brand attitudes and subsequent purchase intentions. An empirical study involving a series of well-known brands from different countries and product categories shows that (a) the SCM can effectively capture country-of-origin effects, (b) judgments of competence impact consumer preferences above and beyond the positive effects of brand globalness and localness, and (c) country stereotypes (particularly the dimension of warmth) interact with perceptions of brand globalness in determining brand attitude, whereas perceived brand localness has an independent effect. Theoretical and managerial implications of the findings are discussed and directions for future research identified.

Drawing on the Stereotype Content Model (SCM), we investigate the impact of both explicit and implicit country stereotypes on consumer preferences. In Study 1, we show that the competence dimension of the SCM (measured both explicitly and implicitly) drives purchase intention by positively influencing brand affect. In Study 2, we disentangle further the role of explicit and implicit stereotypes and show that explicit judgments of country competence are better predictors of deliberate consumer choices, whereas implicit judgments of country warmth dominate spontaneous choice. Managerially our findings indicate that sole reliance on explicit stereotypes may result in an incomplete picture of consumers' responses to country-of-origin cues.

Purpose – This paper aims to review the notion of schemata in consumer behavior, placing particular emphasis on the conceptualization of brand knowledge, and illustrate how schema theory may act as a unifying conceptual framework to study what consumers know about products and brands. Extant research on how consumers conceptualize brands lacks a single, coherent theoretical framework. The literature is fragmented into different approaches that may prevent comparisons across studies and make it difficult to draw conclusive results. Design/methodology/approach – The paper discusses the central tenets of schema theory and then presents the structure of schematic knowledge and the main typology of consumer schemata. It focuses on the brand schema, delineating its internal properties and drawing analogies with other approaches used to describe consumers’ mental representation of brands. Findings – Schema theory can provide a comprehensive framework to analyze how consumers perceive brand information. A cognitive schema specifies the parameters of knowledge content, discriminates between different types of information and indicates how various pieces of information relate to one another. Importantly, the internal structure of schemata remains stable across conceptual domains, allowing to investigate brand-specific knowledge in different contexts and in conjunction with superordinate and subordinate knowledge structures. Originality/value – This is the first systematic review of the notion of schemata in consumer behavior. It thoroughly describes how schema theory from psychology has been applied in marketing research to describe the organization of market knowledge and illustrates how it may function as an analytical tool.

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 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. Design/methodology/approach 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. Findings 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. Originality/value 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.

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Drawing from international branding literature and schema incongruity research, the present study (a) assesses foreign brand communication effectiveness by juxtaposing three alternative advertising approaches based on local, foreign and global consumer culture imagery, and (b) investigates the mechanism underlying consumers' responses to foreign brand communication. In a 2 (foreign brand schema vs. control) × 3 (local vs. foreign vs. global ad type) full-factorial, between-subjects experiment with a consumer sample, we find that ads portraying global consumer culture imagery only moderately violate consumer perceptions of brand foreignness and lead to more favorable ad attitudes. Furthermore, moderated-mediation analysis shows that when the global ad imagery is meaningfully linked to the foreign brand, perceptions of credibility increase and positively influence ad attitude. However, if consumers cannot make sense of the ad, this effect is reversed and negatively influences subsequent responses. Theoretical and managerial implications of the findings are discussed and future research directions identified.

Chanting and praying are among the most popular religious activities, which are said to be able to alleviate people’s negative emotions. However, the neural mechanisms underlying this mental exercise and its temporal course have hardly been investigated. Here, we used event-related potentials (ERPs) to explore the effects of chanting the name of a Buddha (Amitābha) on the brain’s response to viewing negative pictures that were fear- and stress-provoking. We recorded and analyzed electroencephalography (EEG) data from 21 Buddhists with chanting experience as they viewed negative and neutral pictures. Participants were instructed to chant the names of Amitābha or Santa Claus silently to themselves or simply remain silent (no-chanting condition) during picture viewing. To measure the physiological changes corresponding to negative emotions, electrocardiogram and galvanic skin response data were also collected. Results showed that viewing negative pictures (vs. neutral pictures) increased the amplitude of the N1 component in all the chanting conditions. The amplitude of late positive potential (LPP) also increased when the negative pictures were viewed under the no-chanting and the Santa Claus condition. However, increased LPP was not observed when chanting Amitābha. The ERP source analysis confirmed this finding and showed that increased LPP mainly originated from the central-parietal regions of the brain. In addition, the participants’ heart rates decreased significantly when viewing negative pictures in the Santa Claus condition. The no-chanting condition had a similar decreasing trend although not significant. However, while chanting Amitābha and viewing negative pictures participants’ heart rate did not differ significantly from that observed during neutral picture viewing. It is possible that the chanting of Amitābha might have helped the participants to develop a religious schema and neutralized the effect of the negative stimuli. These findings echo similar research findings on Christian religious practices and brain responses to negative stimuli. Hence, prayer/religious practices may have cross-cultural universality in emotion regulation. This study shows for the first time that Buddhist chanting, or in a broader sense, repetition of religious prayers will not modulate brain responses to negative stimuli during the early perceptual stage, but only during the late-stage emotional/cognitive processing.