The application of categorization and stereotype content theories to country of origin image: Vietnamese perceptions towards Korean wave brands

This study validates the relationship between the perceived brands of Korean wave and country-of-origin image (COI) of Korea on the basis of categorization and stereotype content theories. Data collected from local consumers in Vietnam are analyzed using structural equation modeling. Our findings show that perceived brand globalness significantly affects the competence and warmth of COI. The perceived brand localness only has a positive effect on warmth. COI positively influences foreign consumers’ attitudes and purchasing intentions. Emotional and cognitive aspects are considered to explain the complex relationships between foreign consumers’ perceived brands and COI and their effects on purchasing behavior. Our study shows the positive roles of Korean wave brands as a cue to stimulate competent and warm stereotypes of COI.