The compensatory influences of country stereotypes and the global/local nature of brands: An extended framework

International marketing literature indicates that both the global and/or local nature of a brand and image brand’s origin influence consumer attitudes. However, only limited research has examined these influences in combination. This paper contributes to this direction by investigating independent as well interactive effects globalness/localness perceptions country stereotypes. Results from two studies conducted different countries across multiple product categories suggest stereotypical judgments may substitute or complement globalness localness perceptions. These results are obtained after controlling for important brand-, product-, consumer-specific characteristics, representing stricter nomological network relation extant studies. The findings partially confirm existence compensatory mechanism between (a) warmth, (b) competence, leading new implications regarding positioning strategies under conditions.