Country Equity: an empirical investigation of the image of brazilian and chisene footwear among chilean consumers

Authors

  • Anita Fernandes Koenigsdorf Executiva da área Imagem Corporativa e Marcas da Comunicação Institucional na empresa Petróleo Brasileiro S/A - Petrobrás
  • Angela da Rocha Pontifícia Universidade Católica do Rio de Janeiro – PUC/Rio
  • Jorge Ferreira da Silva Pontifícia Universidade Católica do Rio de Janeiro – PUC/Rio

DOI:

https://doi.org/10.18568/1980-4865.921-19

Keywords:

Country equity, Country of origin, Country branding

Abstract

Based on the concept of country equity, which has been adapted from the construct of brand equity to the specific case of country brands, this study aimed at empirically investigating the influence of country equity on the attitudes of foreign consumers towards a specific product category. The model developed by Pappu and Quester (2010), formed by five dimensions (country awareness, macro country image, micro country image, perceived quality and country loyalty) was combined with affective indicators from Häubl (1996). The proposed model was tested in a non durable products category, footwear. Results did not support the proposed dimensions

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Author Biographies

Anita Fernandes Koenigsdorf, Executiva da área Imagem Corporativa e Marcas da Comunicação Institucional na empresa Petróleo Brasileiro S/A - Petrobrás

Mestre em Administração de Empresas pela Pontifícia Universidade Católica do Rio de Janeiro – PUC/Rio

Angela da Rocha, Pontifícia Universidade Católica do Rio de Janeiro – PUC/Rio

Professora Associada do IAG Escola de Negócios da Pontifícia Universidade Católica do Rio de Janeiro – PUC/Rio

Jorge Ferreira da Silva, Pontifícia Universidade Católica do Rio de Janeiro – PUC/Rio

Professor Titular e Coordenador de Pós-Graduação em Administração de Empresas da Pontifícia Universidade Católica do Rio de Janeiro– PUC/Rio

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Published

2014-08-25

How to Cite

Koenigsdorf, A. F., da Rocha, A., & Ferreira da Silva, J. (2014). Country Equity: an empirical investigation of the image of brazilian and chisene footwear among chilean consumers. Internext - International Business and Management Review, 9(2), 1–19. https://doi.org/10.18568/1980-4865.921-19

Issue

Vol. 9 No. 2 (2014): MAIO/AGOSTO

Section

Fórum de Marketing Internacional

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