Do image and familiarity have a significant effect on purchase intention?

  1. Gina-María Pipoli de Azambuja
  2. Iñaki García-Arrizabalaga 1
  3. Gustavo Rodríguez-Peña 2
  1. 1 eusto Business School, Universidad de Deusto, San Sebastián, España
  2. 2 Universidad del Pacífico, Lima, Perú
Revista:
Estudios Gerenciales: Journal of Management and Economics for Iberoamerica

ISSN: 0123-5923

Año de publicación: 2019

Título del ejemplar: Marketing

Volumen: 35

Número: 152

Páginas: 249-258

Tipo: Artículo

DOI: 10.18046/J.ESTGER.2019.152.3281 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Estudios Gerenciales: Journal of Management and Economics for Iberoamerica

Resumen

El objetivo de este artículo es analizar la asociación entre (i) la imagen país Perú, (ii) la imagen producto del algodón, (iii) la familiaridad con el Perú y (iv) la familiaridad con el producto algodón, con la intención de compra del algodón peruano. La técnica de encuesta se utilizó para recopilar información primaria, aplicando un cuestionario de preguntas cerradas a dos muestras que corresponden a los consumidores de dos países con diferentes niveles de familiaridad con Perú: Francia y Estados Unidos. Se encontró que existe una asociación positiva entre las variables estudiadas, en al menos una muestra. En efecto, los exportadores peruanos de algodón podrían innovar sus estrategias de marketing utilizando la imagen país Perú para mejorar el posicionamiento del algodón peruano en el extranjero

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