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

Ano de publicación: 2019

Título do exemplar: Marketing

Volume: 35

Número: 152

Páxinas: 249-258

Tipo: Artigo

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

Outras publicacións en: Estudios Gerenciales: Journal of Management and Economics for Iberoamerica

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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