Do image and familiarity have a significant effect on purchase intention?

Gina-María Pipoli de Azambuja; Iñaki García-Arrizabalaga; Gustavo Rodríguez-Peña

doi:10.18046/j.estger.2019.152.3281

Gina-María Pipoli de Azambuja Profesora Principal, Departamento Académico de Marketing y Negocios Internacionales, Facultad de Ciencias Empresariales, Universidad del Pacífico, Lima, Perú
Iñaki García-Arrizabalaga Profesor Titular, Departamento de Marketing, Deusto Business School, Universidad de Deusto,, San Sebastián, España.
Gustavo Rodríguez-Peña Asistente de investigación, Centro de Investigación de la Universidad del Pacífico, Universidad del Pacífico, Lima, Perú.

DOI: https://doi.org/10.18046/j.estger.2019.152.3281

Palabras clave: intención de compra, imagen país, familiaridad, algodón, Perú

Resumen

El objetivo de este artículo es analizar la asociación entre (i) la imagen país Perú, (ii) la imagen producto del algodón, (iii) la familiaridad con el Perú y (iv) la familiaridad con el producto algodón, con la intención de compra del algodón peruano. La técnica de encuesta se utilizó para recopilar información primaria, aplicando un cuestionario de preguntas cerradas a dos muestras que corresponden a los consumidores de dos países con diferentes niveles de familiaridad con Perú: Francia y Estados Unidos. Se encontró que existe una asociación positiva entre las variables estudiadas, en al menos una muestra. En efecto, los exportadores peruanos de algodón podrían innovar sus estrategias de marketing utilizando la imagen país Perú para mejorar el posicionamiento del algodón peruano en el extranjero.

Descargas

La descarga de datos todavía no está disponible.

Citas

Alba, J., & Hutchinson, J. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13(4), 411-454. https://doi.org/10.1086/209080

Amine, L., Chao, M., & Arnold, M. (2005). Executive insights: exploring the practical effects of country of origin, animosity, and price-quality issues: two case studies of Taiwan and Acer in China. Journal of international marketing, 13(2), 114-150. https://doi.org/10.1509/jimk.13.2.114.64855

Arvola, A., Lahteenmaki, L., & Tuorila, H. (1999). Predicting the Intent to Purchase Unfamiliar and Familiar Cheeses: The Effects of Attitudes, Expected Liking and Food Neophobia. Appetite, 32(1), 113-126. https://doi.org/10.1006/appe.1998.0181

Balabanis, G., & Diamantopoulos, A. (2004). Domestic country bias, country of origin effects and consumer ethnocentrism: a multidimensional unfolding approach. Journal of the Academy of Marketing Science, 32(1), 80-95. https://doi.org/10.1177/0092070303257644

Brucks, M. (1985). The effect of product class knowledge on information search behavior. Journal of Consumer Research, 12(1), 1-16. https://doi.org/10.1086/209031

Bruwer, J., Buller, C., Saliba, A. J., & Li, E. (2014). Country-of-origin (COO) brand loyalty and related consumer behaviour in the Japanese wine market. International Journal of Wine, 26(2), 97-119. https://doi.org/10.1108/IJWBR-05-2013-0020

Cadenillas, A. (2016). Thirteen products that carry red and white to different markets around the world. Retrieved on 15-jan-2019 from: Retrieved on 15-jan-2019 from: https://diariocorreo.pe/gastronomia

Calderón, R., Leyva, V., Miranda, M. A., & Pais, C. (2017). Strategic Management on Textile sector. Master on Strategic Management thesis. Lima, Peru: Pontificia Universidad Catolica del Perú. Retrieved on 15-jan-2019 from: Retrieved on 15-jan-2019 from: http://tesis.pucp.edu.pe/repositorio/bitstream/handle/123456789/9002/

Carmines, E., & Zeller, R. (1979). Reliability and Validity Assessment. Sage University Paper series on Quantitative Applications in the Social Sciences. Newbury Park: Sage Publications. https://doi.org/10.1108/IJWBR-05-2013-0020

Chang, H. H., & Chen, S. W. (2008). The impact of online store environment cues on purchase intention. Online Information Review, 32(6), 818-841. https://doi.org/10.1108/14684520810923953

Esteve-Turrillas, F. A., & de la Guardia, M. (2017). Environmental impact of Recover cotton in textile industry. Resources, Conservation and Recycling, 116, 107-115. http://dx.doi.org/10.1016/j.resconrec.2016.09.034

Guina, F., & Giraldi, J. (2012). The role played by country knowledge and product familiarity in the countr of origin effect: A study of Brazilian beef in Europe. GCG: Revista de Globalización, Competitividad y Governabilidad, 6(2), 81-94. http://dx.doi.org/10.3232/GCG.2012.V6.N2.05

Gyftou, P., Pavlatou, E. A., Spyrellis , N., & Hatz, K. S. (2000). Nickel Matrix Composite Coatings: Application in Textile Machinery and Evaluation of Cotton Products Quality. The International Journal of Surface Engineering and Coatings, 78(6), 223-226. https://doi.org/10.1080/00202967.2000.11871345

Han, C. (1989). Country Image: Halo or Summary Construct? Journal of Marketing Research, 26(2), 222-229. http://dx.doi.org/10.2307/3172608

Han, C. (1990). Testing the role of country image in consumer choice behaviour. European Journal of Marketing, 24(6), 24-40. http://dx.doi.org/10.1108/EUM0000000000609

Han, M., & Lee, B. (1994). The choice of a survey mode in country image studies. Journal of business research, 29(2), 151-161. https://doi.org/10.1016/0148-2963(94)90019-1

Hernandez Sampieri, R., Fernández Collado, C., & Baptista Lucio, P. (2006). Metodología de Investigación. Santa Fe, México: Mc-Graw Hill.

Hong, T., & Wyer, R. (1989). Effects of country-of-origin and product- attribute information on product evaluation: an information proccesing perspective. Journal of Consumer Research, 16(2), 75-87. https://doi.org/10.1086/209206

Huy, H., & Svein, O. (2012). Certainty, risk and knowledge in the satisfaction-purchase intention relationship in a new product experiment. Asia Pacific Journal of Marketing and Logistic, 4(1), 78-101. https://doi.org/10.1108/13555851211192713

Hwang, J., & Lin, T.-N. (2010). Management Effects of Food Neophobia, Familiarity, and Nutrition Information on Consumer Acceptance of Asian Menu Items. Journal of Hospitality Marketing & Management, 19(2), 171- 187. https://doi.org/10.1080/19368620903455286

Imelia, R., & Ruswanti, E. (2017). Factors Affecting Purchase Intention of Electronic House wares in Indonesia. International Journal of Business and Management Invention, 6(2), 37-44.

Institute of economic and social studies. (2016). Textile products industry. Retrieved on 15-jan-2019 from: Retrieved on 15-jan-2019 from: http://www.sni.org.pe/wp-content/uploads

Kaynak, E., & Kucukemiroglu, O. (1992). Sourcing of Industrial Products: Regiocentric Orientation of Chinese Organizational Buyers. European Journal of Marketing, 26(5), 36. https://doi.org/10.1108/03090569210014406

Khan, I., Ghauri, T., & Majeed, S. (2012). Impact of Brand related attributes on purchase intention of consumers. Journal of Contemporary Research in Business, 4(3), 194-200.

Kim, H.-S., Shin, E.-Y., Cheng, A., Lennon, S. J., & Liu, W.-S. (2015). Influence of design, workmanship, and familiarity on perceptions of country-of-origin apparel brands: A study of consumers in the US, China and Japan. Journal of Global Fashion Marketing, 6(4), 265-277. https://doi.org/10.1080/20932685.2015.1070682

Kinnear, T. C., & Taylor, J. R. (1999). Investigación de mercados: un enfoque aplicado. (5ta ed.). Bogotá: McGraw-Hill.

Lee, D., & Ganesh, G. (1999). Effects of partitioned country image in the context of brand image and familiarity. A categorization theory perspective. International Marketing Review, 16(1), 18-39. https://doi.org/10.1108/02651339910257610

Li, D., Ahn, J.-S., Zhou, R., & Wu, B. (2009). A Study on the influence of country image on purchase intention of Chinese consumers based on Fishbein’s model of reasoned action: Focused on USA, Germany, Japan and South Korea. Frontiers of Business Research in China, 3(4), 621-646. https://doi.org/10.1007/s11782-009-0030-2

Li, X., Yang, J., Wang, X., & Lei, D. (2012). The impact of country-of-origin image, consumer ethnocentrism, and animosity on purchase intention. Journal of Software, 7(10), 2263-2268. https://doi.org/10.4304/jsw.7.10.2263-2268

Lin, C.-H., & Kao, D. T. (2004). The Impacts of Country-of-Origin on Brand Equity. Journal of American Academy of Business, 150(15), 37-40.

Lin, L., & Chen, C. S. (2006). The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions: an empirical study of insurance and catering services in Taiwan. Journal of Consumer Marketing, 23(5), 248-265. https://doi.org/10.1108/07363760610681655

Liu, D., & Guo, X. (2016). Can trust and social benefit really help? Empirical examination of purchase intentions for wearable devices. Information Development, 33(1), 43 - 56. https://doi.org/10.1177/0266666916635724

Madahi, A., & Sukati, I. (2012). The effect of external factors on purchase intention amongst young generation in malaysia. International Business Research, 5(8), 153-159. https://doi.org/10.5539/ibr.v5n8p153

Mallqui, O., Quispe, E., & Rabanal, V. (2017). Algodón orgánico como elemento clave de una estrategia de diferenciación, orientada a la exportación para el sector textil confecciones en el Perú. Bachelor thesis. Lima, Peru: Universidad Peruana de Ciencias Aplicadas.

Marks, L., & Olson, J. (1981). Toward a Cognitive Structure Conceptualization of Product Familiarity. In K.B. Monroe & A. A MI. (Eds), Advances in Consumer Research (145-150). Duluth: Association for Consumer Research.

Ministry of agriculture and irrigation. (s.f.). Ministry of agriculture and irrigation: Cotton Technology. Retrieved 02-jun-2018 from: Retrieved 02-jun-2018 from: http://www.inia.gob.pe/

Ortiz, R. (2014). El efecto de la imagen del país de origen y la personalidad de marca en la intención de compra: Un estudio transcultural. Doctoral thesis. Gurabo, Puerto Rico: ProQuest.

Papadopoulos, N., & Heslop, L. (2000). A Cross-national and Longitudinal Study of Product-country Images with a Focus on the U.S. and Japan. Massachusetts: Marketing Science Institute.

Phau, I., & Suntornnond, V. (2006). Dimensions of consumer knowledge and its impacts on country of origin effects among Australian consumers: a case of fast-consuming product. Journal of Consumer Marketing, 23(1), 34-42. https://doi.org/10.1108/07363760610641145

Roth, M., & Romeo, J. (1992). Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-origin Effects. Journal of International Business Studies, 23(3), 477-497. https://doi.org/10.1057/palgrave.jibs.8490276

Silva, C. A. (2005). Algodón Genéticamente Modificado. Retrieved 02-jun-2018 from: Retrieved 02-jun-2018 from: http://www.argenbio.org/adc/uploads/pdf

Sinrungtam, W. (2013). Impact of Country of Origin Dimensions on Purchase Intention of Eco Car. International Journal of Business and Management, 8(11), 51-62. https://doi.org/10.5539/ijbm.v8n11p51

Superintendencia Nacional de Migraciones. (2017). Movimientos migratorios de ingreso y salida, cuidadanos extranjeros según país de procedencia para el periodo 2011-2016. Lima, Perú.

Trade Map. (2016). Search of the main cotton exporters in Trade Map data base. Lima: International Trade Center.

Trade Map. (2017). Trade Map: Búsqueda del comercio bilateral entre Perú con Estados Unidos y Francia. Lima: International Trade Center .

Urbonavicius, S., Dikcius, V., & Navickaite, S. (2011). Country Image and Product Evaluations: Impact of a Personal Contact with a Country. Inzinerine Ekonomika-Engineering Economics, 22(2), 214-221. http://dx.doi.org/10.5755/j01.ee.22.2.318

Verbeke, W., & Vackier, I. (2004). Profile and effects of consumer involvement in fresh meat. Meat science, 67(1), 159-168. https://doi.org/10.1016/j.meatsci.2003.09.017

Wang, X., & Yang, Z. (2008). Does country of origin matter in the relationship between brand personality and purchase intention in emerging economies? International Marketing Review, 25(4), 458-474. https://doi.org/10.1108/02651330810887495

Zbib, I., Wooldridge, B., Ahmed, Z., & Benlian, Y. (2010). Purchase of global shampoo brands and the impact of country of origin on Lebanese consumers. Journal of Product & Brand Management, 19(4), 261-275. https://doi.org/10.1108/10610421011059586

¿La imagen y familiaridad tienen un efecto significativo en la intención de compra?

Resumen

Descargas

Citas