Country Equity: uma investigação empírica sobre a imagem de sapatos brasileiros e chineses junto a consumidores chilenos

Anita Fernandes Koenigsdorf, Angela da Rocha, Jorge Ferreira da Silva

Resumo


Com base no conceito de country equity, originado da extensão do construto brand equity para países, esta pesquisa teve como objetivo investigar empiricamente a influência que a marca-país de um produto exerce sobre a atitude de consumidores estrangeiros em relação a esse produto. Adotou-se o modelo de Pappu e Quester (2010), composto por cinco dimensões (conhecimento do país, imagem micro de país, imagem macro de país, qualidade percebida e lealdade ao país), que foi complementado com indicadores afetivos baseados em Häubl (1996). O modelo proposto foi testado em uma categoria de produtos não duráveis (sapatos). Os resultados não deram suporte às dimensões propostas.


Palavras-chave


Valor da marca-país; País de origem; Marca-país

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DOI: http://dx.doi.org/10.18568/1980-4865.921-19

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