DOI:https://doi.org/10.3232/GCG.2019.V13.N2.03

EL PAPEL DE LA REGIÓN DE ORIGEN EN LA IMAGEN DE MARCA Y SUS IMPLICACIONES EN EL VALOR PERCEBIDO Y EN LAS INTENCIONES DE COMPRA DEL PRODUCTO

Paulo Henrique Alves Ventura, Edvan Cruz Aguiar, Manoela Costa Policarpo

Resumen

El papel de la región del producto en la formación de la imagen de marca fue investigado, así como su relación con el valor percibido e intención de compra. Por medio de la aplicación de un survey con 269 observaciones y análisis multivariado de varianza (MANOVA), los resultados consubstancian el argumento de que la región de origen desempeña un papel relevante en el comportamiento del consumidor, especialmente en la formación de la imagen de marca, así como en el valor percibido y en las intenciones de compra del producto. Los hallazgos también sugieren que la información sobre la procedencia del producto asume papel de antecedente del comportamiento de compra del consumidor.

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