The effect of national brand image in the process of customer purchase decision

Elaine Lopes Da Silva, Edna Rocío Bravo Ibarra, Heloísa Oliveira, Tulia Guzman Pedraza

Abstract


The main objective of this research will be to determine the effect of national brand image of Spanish Firms in Brazil. For this purpose, a comparative analysis of the image of the Spanish companies and of their main competitors in Brazil (USA and Germany) has been made, from a sample of 346 Brazilian entrepreneurs. The results of this research may contribute to Spanish entrepreneurs in supporting the development of better marketing tactics, adapted to the Brazilian market.

Keywords


country of origin, consumer orientation, brand identity, perceived product quality

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DOI: http://dx.doi.org/10.3926/ic.209


Licencia de Creative Commons 

This work is licensed under a Creative Commons Attribution 4.0 International License

Intangible Capital, 2004-2020

Online ISSN: 1697-9818; Print ISSN: 2014-3214; DL: B-33375-2004

Publisher: OmniaScience