El efecto de la autocongruencia en un sello de denominación de origen: el sello hecho en Puerto Rico
DOI:
https://doi.org/10.18046/j.estger.2019.152.3263Palabras clave:
autoconcepto, identidad social, autocongruenciaResumen
Esta investigación cuantitativa analiza la teoría del autoconcepto y la identidad social y su impacto en las percepciones del comportamiento del consumidor de Puerto Rico y un sello de denominación de origen. Con 294 participantes de una encuesta y analizados a través de ecuaciones estructurales, se presentan resultados de cómo el autoconcepto y la identidad social generan el efecto de autocongruencia, lo cual tiene un impacto en la percepción de marcas nacionales y el sello de denominación de origen. Esta investigación genera una gran aportación a la brecha de estudios sobre los sellos de denominación de origen y presenta nueva evidencia sobre el comportamiento del consumidor a través del estudio del autoconcepto.
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