Work

Estereótipo negativo do país de origem e intenções e percepções do consumidor: o efeito moderador das ações de marketing

Year: 2012

Type: article

Abstract: This paper aims to identify and evaluate marketing actions that moderate the effects generated by the negative country of origin stereotype on the evaluation of products. We analyze the roles of the celebrity endorsement and the positive retailer image in the relationship between negative country of origin stereotype, quality perception, purchase intent and willingness to pay. The methodology used is a quasi-experiment, as a perfume demo product. We found that marketing actions can play a role in mitigating the negative effects generated by the country of origin stereotype of a particular product. Key words: country of origin effect, consumer, marketing.

Source: BASE - Revista de Administração e Contabilidade da Unisinos

DOI: 10.4013/base.2012.93.04

Authors: Fernanda Lazzari, Kenny Basso, Marcelo Trevisan, Monize Sâmara Visentini, Luiz Antonio Slongo

Institutions: Universidade Federal do Rio Grande do Sul, Universidade de Caxias do Sul, Atitus Educação, Universidade Federal de Santa Maria

Language: Portuguese

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W2069766789

FWCI: 2.852

Cites: 32

Cited by: 6

Related to: 10