The impact of national stereotypes on the country of origin effect : A conceptual framework

Purpose – The purpose of this paper is to advances a conceptual framework in which the impact of national stereotype dimensions on country of origin (COO) effects is explicitly modeled and decomposed. Design/methodology/approach – This paper proposes that the perceived warmth and perceived competence dimensions of national stereotypes underlie COO effects. The conceptual framework posits research propositions on the potential interactions of these dimensions with product type (such as hedonic versus utilitarian and high‐ versus low‐contact services), while the effects of consumer characteristics (such as cultural orientation, expertise, involvement, and ethnocentrism) are explored. Findings – The Stereotype Content Model is a useful tool in exploring the relationship between national stereotypes and COO‐based evaluations as it represents a major theoretical advance in the systematic study of stereotype contents. Practical implications – The advanced conceptual framework holds significant practical implications for the international marketing strategies of corporations as well as nations. Originality/value – This paper proposes an original conceptualization and testable research propositions regarding the relationship between national stereotype contents and COO‐based consumer evaluations of products.