Excellence in Global Marketing Research
Introduction
Magnusson, Westjohn and Sirianni (2019) is the winner of the 蹤獲扦夥厙's Global Marketing SIG 2026 Excellence in Global Marketing Research Award
INTEREST CATEGORY: GLOBAL MARKETING
POSTING TYPE: Awards
Posted by: Michelle Kritselis
The 蹤獲扦夥厙 Global Marketing SIG is pleased to announce that Peter Magnusson, Stan A. Westjohn, and Nancy J. Sirianni are the winners of the 2026 Excellence in Global Marketing Research Award for their article Beyond Country Image Favorability: How Brand Positioning via Country Personality Stereotypes Enhances Brand Evaluations, published in the Journal of International Business Studies (2019, 50(3), 318338).
The selection committee recognized this article for its deep grounding in core international marketing theory and its remarkable ability to introduce a novel perspective within the country-of-origin research stream, a domain with a long and rich tradition of global marketing scholarship. Moving beyond a one-dimensional view of country image, the authors develop a theoretically rich framework that links brand positioning to country personality stereotypes, showing that congruence between the two enhances brand evaluations through perceived cultural authenticity. Their multi-method design, combining a field study with four lab experiments, provides compelling evidence and strong methodological rigor.
The article also highlights a particularly relevant boundary condition: in contexts marked by consumer animosity, brands may actually benefit from distancing themselves from home-country stereotypes, a finding that challenges conventional wisdom and carries clear implications for firms navigating todays complex geopolitical landscape. The articles citation impact extends well beyond the international marketing and international business literature into adjacent fields such as consumer psychology and neuroscience, further attesting to the significance and reach of this contribution.
The award will be presented at the 2026 蹤獲扦夥厙 Global Marketing Conference, scheduled for May 27-29 in Nice, France. See details here:
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Please join us in offering congratulations to Peter Magnusson, Stan A. Westjohn, and Nancy J. Sirianni for their outstanding contribution to the global marketing field!
Sincerely,
Goksel Yalcinkaya,
Chair, Global Marketing SIG