País ou marca: influências na intenção de compra
DOI:
https://doi.org/10.7213/rebrae.06.003.AO01Palabras clave:
País de origem, Marca, Comportamento do consumidor.Resumen
O objetivo do trabalho foi identificar o impacto de aspectos relativos a país de origem e marca na intenção de compra do consumidor. A literatura é extensa na análise dos possíveis efeitos do país de origem de um produto na intenção de compra pelo consumidor, mas, em raros desses estudos, a marca é levada em consideração. O país e a marca estudados foram cuidadosamente selecionados, pois os Estados Unidos provocam sentimentos conflitantes e a marca Apple é conhecida e admirada. A revisão teórica incluiu imagem e afinidade com o país, personalidade e conexão do self com a marca. Foi realizada uma survey com 367 estudantes e aplicado o modelo de equações estruturais para analisar os impactos. Os resultados indicam que a relação consumidor-marca revelou força e significância maior do que outros constructos, apontando que, para a intenção de compra, é mais importante como o consumidor se vê em relação à marca do que suas atitudes com relação ao país.Descargas
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