Is it all or nothing? Testing schema congruity and typicality for products with country origin

摘要: Abstract For numerous products, brand cues are used to signal the origin of product. Yet, in some cases, consumers faced with products carrying that not necessarily congruous example, Belvedere is Polish vodka but has an English name and a castle symbol; neither may be considered stereotypically Polish. This research tests how origin-typicality interacts origin-typical on products. It shows completely origin-congruous more effective improving attitudes than mild incongruity between cues. also product typicality significant factor influencing consumers' evaluations origin-congruous/incongruous Using multiple studies across two categories, this demonstrates should origin-congruent whereas origin-atypical avoid using their branding. The implications findings for international management discussed.