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The effect of national brand image in the process of customer purchase decision The effect of national brand image in the process of customer purchase decision El efecto de la imagen de marca país en el proceso de decisión de compra del consumidor

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Author(s): Elaine Lopes Da Silva | Edna Rocío Bravo Ibarra | Heloísa Oliveira | Tulia Guzman Pedraza

Journal: Intangible Capital
ISSN 1697-9818

Volume: 6;
Issue: 2;
Start page: 334;
Date: 2010;
Original page

Keywords: country of origin | consumer orientation | brand identity | perceived product quality

ABSTRACT
The main objective of this research will be to determine the effect of national brand image of Spanish Firms in Brazil. For this purpose, a comparative analysis of the image of the Spanish companies and of their main competitors in Brazil (USA and Germany) has been made, from a sample of 346 Brazilian entrepreneurs. The results of this research may contribute to Spanish entrepreneurs in supporting the development of better marketing tactics, adapted to the Brazilian market.The main objective of this research will be to determine the effect of national brand image of Spanish Firms in Brazil. For this purpose, a comparative analysis of the image of the Spanish companies and of their main competitors in Brazil (USA and Germany) has been made, from a sample of 346 Brazilian entrepreneurs. The results of this research may contribute to Spanish entrepreneurs in supporting the development of better marketing tactics, adapted to the Brazilian market.El objetivo principal de esta investigación consiste en determinar el efecto de la imagen de las empresas de España en Brasil. Para tal efecto, se ha realizado un análisis comparativo de la imagen de las empresas de España, y de las empresas de sus principales competidores en Brasil (EEUU y Alemania), en una muestra de 346 empresarios brasileños. Los resultados del estudio podrán servir a los empresarios españoles como soporte para desarrollar mejores tácticas de marketing adecuadas al mercado brasileño.
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