A imagem e a familiaridade têm um efeito significativo na intenção de compra?

Autores

  • Gina-María Pipoli de Azambuja Profesora Principal, Departamento Académico de Marketing y Negocios Internacionales, Facultad de Ciencias Empresariales, Universidad del Pacífico, Lima, Perú
  • Iñaki García-Arrizabalaga Profesor Titular, Departamento de Marketing, Deusto Business School, Universidad de Deusto,, San Sebastián, España.
  • Gustavo Rodríguez-Peña Asistente de investigación, Centro de Investigación de la Universidad del Pacífico, Universidad del Pacífico, Lima, Perú.

DOI:

https://doi.org/10.18046/j.estger.2019.152.3281

Palavras-chave:

intenção de compra, imagem do pais, familiaridade, algodão, Peru

Resumo

O objetivo deste artigo é analisar a relação entre a imagem do país do Peru, a imagem do produto de algodão, a familiaridade com o Peru e a familiaridade com o produto de algodão, com a intenção de comprar algodão do Peru. A técnica de pesquisa foi utilizada para coletar informações primarias, aplicando um questionário de perguntas fechadas em duas amostras que correspondem a consumidores em dois países com diferentes níveis de familiaridade com o Peru (França e Estados Unidos). Verificou-se uma associação positiva entre as variáveis estudadas, em pelo menos uma amostra. De fato, os exportadores de algodão peruano poderiam inovar suas estratégias de marketing usando do país para melhorar o posicionamento do algodão peruano.

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Publicado

2019-09-05

Como Citar

A imagem e a familiaridade têm um efeito significativo na intenção de compra? . (2019). Estudios Gerenciales, 35(152), 249-258. https://doi.org/10.18046/j.estger.2019.152.3281