LA REPUTACIÓN DE CHINA EN EEUU: ESTRATEGIAS PARA LOS CONSUMIDORES

Resumen

Esta investigación tuvo como objetivo analizar la reputación de China midiendo el valor de Country Brand Equity (CBE). Se realizó una encuesta con consumidores estadounidenses y se realizó un modelado de ecuaciones estructurales. Los resultados indicaron las siguientes dimensiones del CBE de China: Calidad percibida de la marca del país (CBQua): la medida más alta relacionada con el CBE, seguida de Lealtad de la marca del país (CBLoy), Reputación de la marca del país (CBRep) y Conocimiento de la marca del país (CBAw). Teóricamente, esta investigación contribuye a estudios sobre la reputación de China, especialmente en la gestión estratégica para estimular los impulsores económicos y de mercados. Además, este estudio alienta a los gerentes de marca y ejecutivos a centrarse en estrategias comerciales internacionales basadas en el posicionamiento de la reputación de un país.

PDF (English)

Citas

Aaker, D.A. (1992) “The Value of Brand Equity”. Journal of Business Strategy, Vol.3 No.4, pp.27-32.

Anholt, S. (2010)“Places: identity, image and reputation”. London: Palgrave Macmillan.

Bose, S., Roy, S. K., Alwi, S. F. S., Nguyen, B. (2018) “Measuring customer-based place brand equity (CBPBE) from a public diplomacy perspective: Evidence from West Bengal”. Journal of Business Research (in print).

Buil, I., de Chernatony, L, Martinez, E. (2008) “A cross-national validation of the consumer-based brand equity scale”. Journal of Product & Brand Management, Vol.17 No.6, pp.384-392.

Carneiro, J. M., Silva, J. D., Rocha, A. D., Dib, L. D. R. (2007). Building a better measure of business performance. RAC-Eletrônica, Vol.1 No.2, pp.114-135.

Churchill, G., Jr. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, Vol.16 No.1, pp.64-73

COMEX (2019a) Ministério da Economia: China. Available at: http://www.mdic.gov.br/comercio-exterior/estatisticas-de-comercio-exterior/comex-vis/frame-pais

COMEX (2019b) ABRAPAR: China Exports. Available at: https://abraparcomex.com/

de Chernatony, L. (1999) “Brand Management through Narrowing the Gap between Brand Identity and Brand Reputation”. Journal of Marketing Management, Vol.15 No.1/3, pp.157-179.

Diamantopoulos, A. (1999). Export performance measurement: reflective versus formative indicators. International Marketing Review, Vo.16 No.6, pp.444-457.

Ebrahimi, A., Kashani, F. H., Shojaei, S. (2012) “Country equity-retesting and improving the model of country equity: comparing Japan and South Korea equity in electronics”. African Journal of Business Management, Vol.6 no.32, pp.9265-9273.

Fan, Y. (2010) “Branding the nation: Towards a better understanding”. Place Branding and Public Diplomacy, Vol.6, pp.97-103.

Fetscherin, M., Toncar, M. (2009) “Country-of-origin Effect on U.S. Consumers’ Brand Personality Perception of Automobiles from China and India”. Multinational Business Review, Vol.17 No.2, pp.111-128.

Herrero-Crespo, A., Gutiérrez, H.S.M., Garcia-Salmones, M.M. (2016) “Influence of country image on country brand equity: application to higher education services”. International Marketing Review, Vol. 33 No. 5, pp.691–714.

Hair, J., Black, W.C., Babin, J.B., Anderson, R.E. (2010) “Multivariate Data Analysis”. Upper Saddle River: Prentice Hall.

International Monetary Fund – IMF (2017) World Economic Outlook. Available at http://www.imf.org/en/Publications/WEO/Issues/2017/07/07/world-economic-outlook-updatejuly-2017 (7 June 2017)

Kang, M., Yang, S. (2010). “Comparing Effects of Country Reputation and the Overall Corporate Reputations of a Country on International Consumers’ Product Attitudes and Purchase Intentions”. Corporate Reputation Review, Vol.13 No.1, pp.52-62.

Kapferer, J.N. (1992) “Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity”. London: Kogan Page.

Kapferer, J.N. (2008) “The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term”. 4th edition. London: Kogan Page.

Keller, K.L. (1993) “Conceptualizing, measuring, and managing consumer-based brand equity”. Journal of Marketing, Vol.57 No.1, pp.1-22.

Keller, K.L. (1998) “Strategic Brand Management”. Upper Saddle River: Prentice Hall.

Kline, Rex B. (2015) “Principles and Practice of Structural Equation Modelling”. Guilford Publications.

Loo, T., Davies, G. (2006) “Branding China: The Ultimate Challenge in Reputation Management?” Corporate Reputation Review, Vol.9 No.3, pp.198-210.

Maheswaran, D., Yi Chen, C., He, J. (2013). Nation equity: Integrating the multiple dimensions of country of origin effects. In “Review of Marketing Research” (pp. 153-189). Emerald Group Publishing Limited.

Mariutti, F.G., Giraldi, J.M.E. (2019) “How does a Brand Reputation-Driven Construct Impact on Country Brand Equity? A Cross-National Study of Brazil and China”. Journal of International Consumer Marketing (in press).

Meirelles, D. (2015). Modelo de Negócio: definições, controvérsias e uma proposta de fundamentação teórica e metodológica. XXXIX Encontro da ANPAD, 1-16.

Papadopoulos, N., Heslop, L.A. (2002) “Country equity and country branding: Problems and prospects”. Journal of Brand Management, Vol.4 No.5, pp.294-314.

Pappu, R., Quester, P.G. (2010) “Country equity: Conceptualization and empirical evidence”. International Business Review, Vol.19 No.3, pp.276-291.

Pappu, R., Quester, P.G., Cooksey, R.W. (2006) “Consumer‐based brand equity: improving the measurement – empirical evidence”. European Journal of Marketing, Vol.40 No.5/6, pp.696-717.

Roth, K. P., Diamantopoulos, A. (2009) “Advancing the country image construct”. Journal of Business Research, Vol.62 No.7, pp.726-740.

Rugman, A. M. (Ed.). (2009). “The Oxford handbook of international business”. Oxford University Press.

Sarstedt, M., Wilczynski, P., Melewar, T.C. (2013) “Measuring reputation in global markets – A comparison of reputation measures’ convergent and criterion validities”. Journal of World Business, Vol.48 No.3, pp.329-339.

Selnes, F. (1993) “An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty”. European Journal of Marketing, Vol.27, No.9, pp.19-35.

Steenkamp, J.B. (2017) “Global Brand Strategy: World-wise Marketing in the Age of Branding”. London: Palgrave Macmillan.

Yoo, B., Donthu, N. (2001) “Developing and validating a multidimensional consumer-based brand equity scale”. Journal of Business Research, Vol.52 No.1, pp.1-14.

Whittington, R. (1988). “Environmental structure and theories of strategic choice. Journal of Management Studies”. Vol.25 No.6, p.521-536.

World Trade Organization – WTO (2018), “Trade Policies, Institution and Areas of Deepening Cooperation”. Available at http://wtocentre.iift.ac.in/FA/Brics.pdf (12 July 2017).

Zhao, W., Sun, R., Kakuda, N. (2017). “Institutionalized place branding strategy, interfirm trust, and place branding performance: Evidence from China”. Journal of Business Research, Vol.78, pp.261-267.

Zeng, G., Go, F., Kolmer, C. (2011) “The impact of international TV media coverage of the Beijing Olympics 2008 on China’s media image formation: a media content analysis perspective”. International Journal of Sports Marketing and Sponsorship, Vol.2 No.4, pp.39-56.

Zeugner-Roth, K., Diamantopoulos, A., Montesinos, M.Á. (2008) “Home Country Image, Country Brand Equity and Consumers’ Product Preferences: An Empirical Study”. Management International Review, Vol.48 No.5, pp.577-602.