The stereotypes content model indicates that two traits (ie, warmth and competence) govern
individuals' impression formation. The great variety of research that has used this theory …

Purpose The aim of this research is to examine the application of the stereotype content
model (SCM) in the field of marketing from macro (the country of origin), meso-(corporate …

Virtual streamers, powered by sophisticated artificial intelligence technologies, have been
increasingly adopted in live-streaming commerce. Despite the rise in relevant studies, little is …

This study develops and empirically tests an integrative model of what happens when
consumers learn about brand origin misperceptions (BOM). The proposed model suggests …

Building on shifting standards theory from social psychology, the authors suggest global
versus local branding as an important categorization that affects consumers' reactions to …

Popular perceptions of a destination could be shaped and changed by a crisis event, even if
this event was at an end. However, few studies have explored the content and formation of …

Researchers in business-to-business (B2B) sectors often assume that findings regarding
country-of-origin (COO) effects on end consumers can be directly applied to the industrial …

To determine when and why a company's apology for a moral transgression might backfire,
this study considers a rarely researched cue: exposure of company misconduct by non …

Purpose Brand crises are widespread in the marketplace and how consumers perceive and
respond to such crises is crucial for brand survival. This paper aims to elucidate the critical …

Purpose Linguists classify the world's languages into two types: futured and futureless.
Futured languages (eg French) require speakers to grammatically mark future events, a …