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

  • 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
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.

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Publicado
2019-09-23
Cómo citar
Flecha, J. A., Santos-Corrada, M. D. los M., & Mena-Candelaria, S. (2019). El efecto de la autocongruencia en un sello de denominación de origen: el sello hecho en Puerto Rico. Estudios Gerenciales, 35(152), 292-300. https://doi.org/10.18046/j.estger.2019.152.3263
Sección
Artículo de investigación