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Viewing report
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The effects of national stereotypes on COO-based
product evaluations. Edition No. 1
VDM Publishing House, March 2009, Pages: 132
This dissertation studies the relation between
country of origin-based consumer evaluations of the
hedonic and utilitarian dimensions of product
attitudes and the two dimensions of national
stereotype contents – perceived warmth and perceived
competence.
Specifically, the conceptual model proposes that the
perceived competence dimension interacts with the
utilitarian dimension, while the perceived warmth
dimension interacts with the hedonic dimension, to
produce a stronger effect on product evaluation.
A between-subjects experimental study was used to
test the conceptual model.
The empirical results support the proposed
interaction between perceived competence and
utilitarian attitudes, but not between perceived
warmth and hedonic attitudes. Furthermore,
familiarity with a country’s products was observed
to have an independent, rather than moderating,
effect on product evaluation.
The research and managerial implications are
discussed, particularly for the marketing strategies
of nations as brands.
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