O efeito do país de comercialização sobre a mudança de atitude em relação à uma marca

José Mauro da Costa Hernandez, Patrícia da Costa Medeiros

Resumo


Esta pesquisa investiga se existe mudança de atitude em relação a uma marca devido ao efeito do país de comercialização. Define-se este constructo como os resultados (positivos ou negativos) obtidos por uma marca, quando comunica que é comercializada em uma localidade estrangeira. Supõe-se que, quanto melhor a imagem ou maior a reputação do país de comercialização, maior a transferência de associações positivas para a marca. Os resultados de três experimentos mostram que o efeito do país de comercialização é maior para um país com tradição (vs. sem tradição) na produção do produto da marca. Além disso, esse efeito é maior para marcas com percepção de alta qualidade (vs. baixa qualidade) e é moderado pela percepção de sucesso da marca no país de comercialização.


Palavras-chave


Efeito País de Comercialização; Efeito País de Origem; Gestão e Internacionalização de Marcas; Comportamento do Consumidor

Texto completo:

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DOI: http://dx.doi.org/10.18568/1980-4865.9220-38

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Logomarca da Lepidus Tecnologia

INTERNEXT (e-ISSN: 1980-4865)

ESPM | Escola Superior de Propaganda e Marketing 

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