El efecto de la autocongruencia en un sello de denominación de origen: el sello hecho en Puerto Rico

Autores/as

  • José A Flecha Assistant Professor, School of Business & Entrepreneurship, Universidad Ana G Mendez, Gurabo, Puerto Rico. https://orcid.org/0000-0001-9626-5967
  • María De los M. Santos-Corrada Associate Professor, School of Business & Entrepreneurship, Universidad Ana G Mendez, Gurabo, Puerto Rico.
  • Sandra Mena-Candelaria Assistant Professor, School of Business & Entrepreneurship, Universidad Ana G Mendez, Gurabo, Puerto Rico. https://orcid.org/0000-0002-4764-1425

DOI:

https://doi.org/10.18046/j.estger.2019.152.3263

Palabras clave:

autoconcepto, identidad social, autocongruencia

Resumen

Esta investigación cuantitativa analiza la teoría del autoconcepto y la identidad social y su impacto en las percepciones del comportamiento del consumidor de Puerto Rico y un sello de denominación de origen. Con 294 participantes de una encuesta y analizados a través de ecuaciones estructurales, se presentan resultados de cómo el autoconcepto y la identidad social generan el efecto de autocongruencia, lo cual tiene un impacto en la percepción de marcas nacionales y el sello de denominación de origen. Esta investigación genera una gran aportación a la brecha de estudios sobre los sellos de denominación de origen y presenta nueva evidencia sobre el comportamiento del consumidor a través del estudio del autoconcepto.

Descargas

Los datos de descarga aún no están disponibles.

Referencias

Ahn, T., Ekinci, Y. y Li, G. (2013). Self-congruence, functional congruence, and destination choice. Journal of Business Research, 66(6), 719-723. https://doi.org/10.1016/j.jbusres.2011.09.009

Andéhn, M., Nordin, F. y Nilsson, M. E. (2016). Facets of country image and brand equity: Revisiting the role of product categories in country-of- origin effect research. Journal of Consumer Behaviour, 15(3), 225-238. https://doi.org/10.1002/cb.1550

Antón, C., Camarero, C. y Rodríguez, J. (2013). Usefulness, enjoyment, and self-image congruence: the adoption of e-book readers. Psychology & Marketing, 30(4), 372-384.

Ayutthaya, S. S. N. (2018). Impact of perceived service on brand image and repurchase intentions of Thai passengers towards low cost carriers. AU Journal of Management, 11(2), 46-56.

Bachman, J. R., Norman, W. C., Hopkins, C. D. y Brookover, R. S. (2016). Examining the role of self-concept theory on motivation, satisfaction, and intent to return of music festival volunteers. Event Management, 20(1), 41- 52. https://doi.org/10.3727/152599516X14538326025035

Balabanis, G. y Diamantopoulos, A. (2016). Consumer xenocentrism as determinant of foreign product preference: A system justification perspective. Journal of International Marketing, 24(3), 58-77. https://doi.org/10.1016/j.jbusres.2018.12.007

Balabanis, G. y Siamagka, N. T. (2017). Inconsistencies in the behavioural effects of consumer ethnocentrism: The role of brand, product category and country of origin. International Marketing Review, 34(2), 166-182.

Baptista, M. V., del Fátima León, M. y Mora, C. (2012). Neuromarteking: Conocer al Cliente por sus Percepciones (Neuromarketing: know customers through their perceptions). TEC empresarial, 4(3), 9-19.

Bayron, F. (2008). Historia de las elecciones y partidos políticos en Puerto Rico (7th ed.). Mayagüez, PR: Editorial Isla. Brace.

Beavers, A. S., Lounsbury, J. W., Richards, J. K., Huck, S. W., Skolits, G. J. y Esquivel, S. L. (2013). Practical considerations for using exploratory factor analysis in educational research. Practical Assessment, Research & Evaluation, 18(6), 1-13.

Camacho, Y. V. A., Munoz, A. C. y Real, E. (2014). Incorporación de dinámicas territoriales en un modelo para la selección de sellos de origen. Revista Española de Estudios Agrosociales y Pesqueros, (237), 13-47.

Choi, S. M. y Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & Marketing, 29(9), 639-650. https://doi.org/10.1002/mar.20550

Diamantopoulos, A. , Herz, M. y Koschate-Fischer, N. (2017). The EU as superordinate brand origin: an entitativity perspective. International Marketing Review, 34(2), 183-205.

Fayrene, C. Y. y Lee, G. C. (2011). Customer-based brand equity: A literature review. Researchers World, 2(1), 33-42

Fazal-e-Hasan, S. M., Ahmadi, H., Mortimer, G., Grimmer, M. y Kelly, L. (2018). Examining the role of consumer hope in explaining the impact of perceived brand value on customer-brand relationship outcomes in an online retailing environment. Journal of Retailing and Consumer Services, ( 41), 101-111. https://doi.org/10.1016/j.jretconser.2017.12.004

Fernández-Ferrín, P., Bande-Vilela, B., Klein, J. G. y del Río-Araújo, M. L. (2015). Consumer ethnocentrism and consumer animosity: antecedents and consequences. International Journal of Emerging Markets, 10(1), 73-88.

Giacomazzi, C. M., Talamini, E. y Kindlein, L. (2017). Relevance of brands and beef quality differentials for the consumer at the time of purchase. Revista Brasileira de Zootecnia, 46(4), 354-365. http://dx.doi.org/10.1590/s1806-92902017000400012

Gong, T. y Tung, V. W. S. (2017). The impact of tourism mini-movies on destination image: The influence of travel motivation and advertising disclosure. Journal of travel & tourism marketing, 34(3), 416-428. https://doi.org/10.1080/10548408.2016.1182458

Ha, S. y Im, H. (2012). Identifying the role of self-congruence on shopping behavior in the context of US shopping malls. Clothing and Textiles Research Journal, 30(2), 87-101. https://doi.org/10.1177/0887302X12440037

Hair, J., Hult, H., Ringle., C. y Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2 ed). London: SAGE Publications.

Hamzaoui-Essoussi, L., Merunka, D. y Bartikowski, B. (2011). Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality. Journal of Business Research, 64(9), 973-978. https://doi.org/10.1016/j.jbusres.2010.11.020

He, J. y Wang, C. L. (2015). Cultural identity and consumer ethnocentrism impacts on preference and purchase of domestic versus import brands: An empirical study in China. Journal of Business Research, 68(6), 1225- 1233. https://doi.org/10.1016/j.jbusres.2014.11.017

Henseler, J., Ringle, C. M. y Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43(1), 115-135.

Henseler, J. , Ringle, C. M. y Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in international marketing, 20(1), 277-319.

Hogg M.A. (2016) Social Identity Theory. In: McKeown S ., Haji R., Ferguson N. (eds), Understanding Peace and Conflict Through Social Identity Theory. Cham: Peace Psychology Book Series.

Hosany, S. y Martin, D. (2012). Self-image congruence in consumer behavior. Journal of Business Research, 65(5), 685-691. https://doi.org/10.1016/j.jbusres.2011.03.015

Insch, A. y Jackson, E. (2014). Consumer understanding and use of country-of-origin in food choice. British Food Journal, 116(1), 62-79. https://doi.org/10.1108/BFJ-10-2011-0275

Irianto, D., Suhartanto, D., Purnamasari, D. y Megandini, Y. (2018). Examining Product Attributes, Brand Equity, and Brand Loyalty across Domestic and International Brand. Sustainable Collaboration in Business, Technology, Information and Innovation (SCBTII), 1(1), 1-5.

Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, 29(1), 129-144. https://doi.org/10.1108/APJML-10-2015-0154

Japutra, A., Ekinci, Y., Simkin, L. y Nguyen, B. (2018). The role of ideal self- congruence and brand attachment in consumers’ negative behaviour: compulsive buying and external trash-talking. European Journal of Marketing, 52(3/4), 683-701. https://doi.org/10.1108/EJM-06-2016-0318

Laroche, M., Zhang, C. y Sambath, A. (2018). Understanding cosmopolitanism and brand origin recognition accuracy: The moderating effect of need for cognition. Journal of Promotion Management, 24(4), 441-458. https://doi.org/10.1080/10496491.2017.1380108

Lee, H. M., Chen, T. y Guy, B. S. (2014). How the country-of-origin image and brand name redeployment strategies affect acquirers’ brand equity after a merger and acquisition. Journal of Global Marketing, 27(3), 191-206. https://doi.org/10.1080/08911762.2014.909550

Liu, R. L., Sprott, D. E., Spangenberg, E. R., Czellar, S. y Voss, K. E. (2018). Consumer preference for national vs. private brands: The influence of brand engagement and self-concept threat. Journal of Retailing and Consumer Services, 41, 90-100. https://doi.org/10.1016/j.jretconser.2017.11.010

Loureiro, S. M. C. y Kaufmann, H. R. (2017). Advertising and country-of- origin images as sources of brand equity and the moderating role of brand typicality. Baltic Journal of Management, 12(2), 153-170. https://doi.org/10.1108/BJM-11-2015-0226

Malhotra, N (2019). Marketing Research: An Applied Orientation (7th Ed). New Jersey: Prentince Hall.

Mandel, N., Rucker, D. D., Levav, J. y Galinsky, A. D. (2017). The Compensatory Consumer Behavior Model: How self-discrepancies drive consumer behavior. Journal of Consumer Psychology, 27(1), 133-146. https://doi.org/10.1016/j.jcps.2016.05.003

Moliner, M. Á., Monferrer-Tirado, D. y Estrada-Guillén, M. (2018). Consequences of customer engagement and customer self-brand connection. Journal of Services Marketing, 32(4), 387-399. https://doi.org/10.1108/JSM-08-2016-0320

Moreno, I. C. E. y Figueroa, E. G. (2017). Perspectivas teóricas sobre motivación y desarrollo sustentable. Red Internacional de Investigadores en Competitividad, 4(1), 1019-1036

Nam, J., Ekinci, Y. y Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38(3), 1009-1030. https://doi.org/10.1016/j.annals.2011.01.015

Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York: McGraw-Hill Ojea.

Pereiro, H. (2018). Branding the Nation, the Place, the Product [Reseña]. Comunicación. Revista Internacional de Comunicación Audiovisual, Publicidad y Estudios Culturales, 16, 143-145. http://dx.doi.org/10.12795/Comunicaci%C3%B3n.2018.i16.14

Parra, C. O. (2018). La percepción en la publicidad vs. la percepción en la psicología. Colección Académica de Ciencias Sociales, 5(1), 50-59.

Read, S. M. (2016) Marketing to the digital self assessing the variables affecting the adoption and retention of branded Smartphone applications in relation to the theory of selfconcept. Paper presented to: Academy of Marketing Doctoral Colloquium, Newcastle Business School, 04-07 July 2016.

Reinders, M. J. y Bartels, J. (2017). The roles of identity and brand equity in organic consumption behavior: Private label brands versus national brands. Journal of Brand Management, 24(1), 68-85.

Rungtrakulchai, R. (2018). The relationship between price deals, perceived quality, and brand equity for a high involvement product. AU Journal of Management, 11(2), 36-45.

Sahagun, M. A. y Vasquez-Parraga, A. Z. (2018). The Effect of Ethnocentrism On Purchase Intentions of Products: The Role of Product Acceptance as A Mediator. International Journal of Business, Marketing, & Decision Science, 11(1), 60-72.

Sancholuz C. (1997). Literatura e identidad nacional en Puerto Rico (1930- 1960). Orbis Tertius, 2(4) 1-13.

Santos, N. C., de Oliveira, V. M., de Paula Medina, C. A., Pereira, S. J. N. y Saldanha, J. A. V. (2018). Etnografia em Marketing: uma visão antropológica nos estudos do consumo. Revista Gestão em Análise, 7(2), 202-211. https://doi.org/10.12662/2359-618xregea.v7i2.p202-211.2018

Schivinski, B. y Dabrowski, D. (2016). The effect of social media communication retouching on brand attitudes. Psychology & Marketing, 35(10), 766-777. https://doi.org/10.1002/mar.21133

Siamagka, N. T. y Balabanis, G. (2015). Revisiting consumer ethnocentrism: review, reconceptualization, and empirical testing. Journal of International Marketing, 23(3), 66-86. https://doi.org/10.1509/jim.14.0085

Silva, R. B. y Giraldi, J. M. E. (2016). Personalidade de País e Auto Congruência: um estudo sobre o Brasil/Country Personality and Self Congruence: a study on Brazil/Personalidad de País y Auto Congruencia: un estudio sobre Brasil. Revista Turismo em Análise, 27(1), 22-42. https://doi.org/10.11606/issn.1984-4867.v27i1p22-42

Wiedmann, K. P., Labenz, F., Haase, J. y Hennigs, N. (2018). The power of experiential marketing: exploring the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength. Journal of Brand Management, 25(2), 101-118.

Wu, S. y Chan, H. (2011). Perceived service quality and self-concept influences on consumer attitude and purchase process: A comparison between physical and internet channels. Total Quality Management & Business Excellence, 22(1), 43-62.

Zeugner-Roth, K. P., Žabkar, V. y Diamantopoulos, A. (2015). Consumer ethnocentrism, national identity, and consumer cosmopolitanism as drivers of consumer behavior: A social identity theory perspective. Journal of international marketing, 23(2), 25-54. https://doi.org/10.1509/jim.14.0038

Zhu, X., Teng, L., Foti, L. y Yuan, Y. (2019). Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation. Journal of Business Research, 103, 301-309. https://doi.org/10.1016/j.jbusres.2019.01.055

Publicado

2019-09-23

Número

Sección

Artículo de investigación

Cómo citar

El efecto de la autocongruencia en un sello de denominación de origen: el sello hecho en Puerto Rico. (2019). Estudios Gerenciales, 35(152), 292-300. https://doi.org/10.18046/j.estger.2019.152.3263