The impact of cultural variability on brand stereotype, emotion and purchase intention

Purpose This study aims to focus on an interplay of brand stereotypes (Brands as Intentional Agents Framework [BIAF]) with an aspect of culture and its impact on behavioral intentions in an individualist culture (Norway) and a collectivist culture (Thailand). Design/methodology/approach This study incorporates a survey conducted in two cultures (Norway: N = 177 and Thailand: N = 288). Findings In both cultures, competence had a stronger effect on purchase intentions toward a brand than warmth. There was a stronger effect on brand purchase intentions of competence found for an individualist versus a collectivist culture, and we found a stronger effect of warmth on purchase intentions in a collectivist versus an individualist culture. The direct joint effect of warmth and competence on purchase intentions was brand-specific in Norway. Admiration mediated this joint effect in the collectivist but not in the individualist culture. Research limitations/implications This study’s results point to cross-cultural variability of some of the effects of brand perceptions on behavioral intentions. Practical implications These findings suggest that international brand managers should consider both the cultural universality and the cultural variability of BIAF. Originality/value Despite extensive research on BIAF, studies on brand perceptions from the cross-cultural perspective are few. This investigation sheds some light on the differential effects of the framework across a collectivist and an individualist culture.