The Stereotype Content Model Applied to Country-Of-Origin Stereotypes: Model Validation and Prediction of Purchase Intentions
The present study validates the Stereotype Content Model as a measurement model in a country-of-origin research context by means of structural equation modeling. Further, we applied the Stereotype Content Model to predict consumers’ brand evaluations and purchase intentions by perceived warmth and competence of the country the brand originates from.
Adamantios Diamantopoulos, Arnd Florack, and Benjamin Serfas (2014) ,"The Stereotype Content Model Applied to Country-Of-Origin Stereotypes: Model Validation and Prediction of Purchase Intentions", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 782-782.
Adamantios Diamantopoulos, University of Vienna, Austria
Arnd Florack, University of Vienna, Austria
Benjamin Serfas, University of Vienna, Austria
NA - Advances in Consumer Research Volume 42 | 2014
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