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O Impacto da Percepção e da Imagem do País de Origem para o Consumidor na Avaliação de Produtos em Mercado Emergentes

DOI: http://dx.doi.org/10.15600/1679-5350/rau.v11n3p173-195

http://www.raunimep.com.br/ojs/index.php/regen/index

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Carlos E. Lourenço1 & Marcelo M. Brandão2

 

Resumo: Países emergentes estão experimentando ampla expansão de suas economias, maior integração econômica, e ainda, os seus consumidores estão se tornando cada vez mais conscientes sobre a disponibilidade de produtos. Tais mudanças alteram o processo de avaliação de imagem da marca dos consumidores desses países. Dentre os atributos considerados para as suas escolhas, as preferências em relação ao país de origem da marca (PDOM) consta entre um dos principais em relação à reputação de qualidade dos bens. Baseado na decomposição do construto país de origem, proposta por Essoussi e Merunka (2007), este estudo avalia a acurácia de duas dimensões para avaliação de qualidade de marcas de automóveis comercializados no Brasil. A escala, traduzida para o Português, foi testada com 247 consumidores de veículos automotores. A escala apresentou validade discriminante, validade convergente e consistência interna adequadas. Ao se testar a capacidade preditiva da escala – utilizando-se Regressão Logística – Renda e Nível de Escolaridade foram significativos na relação entre os indicadores de percepção de país de origem percepção da acurácia do consumidor em relação ao PDOM e PDF.

Palavras-chave: país de origem, marketing internacional, mercados emergentes.

 

Abstract: Emerging markets are experiencing broad expansion on their economies and greater economic integration and their consumers are becoming increasingly aware of the availability of products. Of the attributes considered for their choices preference related to the country of origin of the brand (PDOM) is among one of the leading reputation constituent regarding quality of goods. Based on the decomposition of the construct country of origin (COO) proposed by Essoussi and Merunka (2007) this study evaluates the accuracy of two dimensions for assessing quality of car brands sold in Brazil. This scale, translated into Portuguese, was tested with 247 consumers of automotive vehicles. The scales showed convergent validity and discriminant validity, and internal consistency. To test the predictive ability of the scale - using Logistic Regression – Income and Educational Level were significant in the relationship between indicators of perceived country of origin (COO) perception of the accuracy of the consumer in relation to PDOM and PDF.

Key words: country of origin, international marketing, emerging markets.

 

1 (FGV) caerib@yahoo.com.br
2 (UNINOVE) mollmkt@gmail.com

 

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