Artigo
The influenece of home country on the known brands of choice: an investigation about materials mark attributes of sports.
Fecha
2016Registro en:
Revista Brasileira De Marketing. Sao paulo, v. 15, n. 1, p. 57-70, 2016.
2177-5184
WOS000376084400005.pdf
10.5585/remark.v15i1.3000
WOS:000376084400005
Autor
Meirelles, Franklin de Souza
Strehlau, Vivian Iara
Lopes, Evandro Luiz [UNIFESP]
Institución
Resumen
This paper presents an analysis about Country of Origin effect occurring together with other brand attributes, such as brand elements (i.e. Brand Name and Brand Logo), company longevity and sponsorship as marketing and advertisement tool. Using an unknown foreign sports material brand as object of study, an online experiment with Brazilian consumers was realized in order to understand how these attributes influence purchase intention, attitude and perceived quality by the public. Country of Origin influenced decision variables partially and the other attributes were considered irrelevant, wherein consumer involvement assumed a role of moderator, reducing the Country of Origin effect towards consumer choices.