The influenece of home country on the known brands of choice: an investigation about materials mark attributes of sports.

The influenece of home country on the known brands of choice: an investigation about materials mark attributes of sports.

Title: The influenece of home country on the known brands of choice: an investigation about materials mark attributes of sports.;
A Influência do País de Origem na Escolha de Marcas Desconhecidas&58; Uma Investigação sobre os Atributos de Marca de Materiais Esportivos
Author Meirelles, Franklin de Souza Google Scholar
Strehlau, Vivian Iara Google Scholar
Lopes, Evandro Luiz Autor UNIFESP Google Scholar
Abstract This paper presents an analysis about Country of Origin effect occurring together with other brand attributes, such as brand elements (i.e. Brand Name and Brand Logo), company longevity and sponsorship as marketing and advertisement tool. Using an unknown foreign sports material brand as object of study, an online experiment with Brazilian consumers was realized in order to understand how these attributes influence purchase intention, attitude and perceived quality by the public. Country of Origin influenced decision variables partially and the other attributes were considered irrelevant, wherein consumer involvement assumed a role of moderator, reducing the Country of Origin effect towards consumer choices.
Keywords Country Of Origin
Brand Attributes
Consumer Behavior
SponsorshipOf-Origin
Sponsorship
Products
Equity
Impact
Image
Language Portuguese
Date 2016
Published in Revista Brasileira De Marketing. Sao paulo, v. 15, n. 1, p. 57-70, 2016.
ISSN 2177-5184 (Sherpa/Romeo, impact factor)
Publisher Univ nove julho
Extent 57-70
Origin https://doi.org/10.5585/remark.v15i1.3000
Access rights Open access Open Access
Type Article
Web of Science ID WOS:000376084400005
URI http://repositorio.unifesp.br/handle/11600/49510

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