National Stereotypes as Antecedents of Country-of-Origin Image: The Role of the Stereotype Content Model

The authors propose a model explaining the antecedents of country of origin evaluations using the stereotype content model. Specifically, we propose a direct relationship between competence stereotypes and the micro and macro image of a country. We also show how perceived warmth can affect product outcomes directly and indirectly through macro image contrary to current findings. This paper contributes to the literature by showing the context in which the warmth stereotypes acts in situations where the country is perceived as having low warmth. We also show how warmth stereotype can be used in tourism through destination receptivity.