The Influence of the Country of Origin Image on Brand Equity: A Study of Spanish Banks
Autor(a) principal: | |
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Data de Publicação: | 2015 |
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Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/12101 |
Resumo: | As there are few studies on the influence of the country of origin image on brand equity for services companies (as it is the case of financial institutions), the aim of this paper is to analyze the influence of the country of origin image on the brand equity of Spanish banks. A descriptive and quantitative research was employed, using the survey method to verify the hypothesis that the country of origin image (Spain) positively influences the brand equity of Spanish banks. The main statistical analyzes were the factor analysis and the multiple regression analysis. As a result, it was found that the Attitude dimension underlying the variable Brand equity of Spanish banks suffered more influence than the Awareness dimension. Furthermore, it was found that the country of origin image positively influences the brand equity of Spanish banks. The technical aspects, in general, influence more than friendly aspects, thus implying a direction for the Spain brand development strategy focused on these aspects. Limitations of this study include the use of a non-probability sample and the use of Spanish banks as the object of study. We suggest the development of new works in the services area, in different categories and with different countries of origin, in order to provide further discussion and theoretical basis for future studies and strategic actions, aiming to create and improve the image of countries. |
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The Influence of the Country of Origin Image on Brand Equity: A Study of Spanish BanksA Influência da Imagem do País de Origem no Brand Equity: Um Estudo com Bancos EspanhóisBrand Equity; Country of Origin Image; Country Brand; Spanish Banks.Marketing; Brand equity; Imagem de país de origem; Marca país; BancosAs there are few studies on the influence of the country of origin image on brand equity for services companies (as it is the case of financial institutions), the aim of this paper is to analyze the influence of the country of origin image on the brand equity of Spanish banks. A descriptive and quantitative research was employed, using the survey method to verify the hypothesis that the country of origin image (Spain) positively influences the brand equity of Spanish banks. The main statistical analyzes were the factor analysis and the multiple regression analysis. As a result, it was found that the Attitude dimension underlying the variable Brand equity of Spanish banks suffered more influence than the Awareness dimension. Furthermore, it was found that the country of origin image positively influences the brand equity of Spanish banks. The technical aspects, in general, influence more than friendly aspects, thus implying a direction for the Spain brand development strategy focused on these aspects. Limitations of this study include the use of a non-probability sample and the use of Spanish banks as the object of study. We suggest the development of new works in the services area, in different categories and with different countries of origin, in order to provide further discussion and theoretical basis for future studies and strategic actions, aiming to create and improve the image of countries.Como existem poucos estudos na literatura sobre a influncia da imagem do pas de origem no valor de marca de empresas de servios (como o caso de instituies financeiras), o objetivo deste artigo verificar se h influncia da imagem do pas de origem no brand equity de bancos espanhis. Foi empregada uma pesquisa descritiva e quantitativa, utilizando o mtodo de levantamento para verificar a hiptese de que a imagem do pas de origem (Espanha) influencia de forma positiva o brand equity de bancos espanhis. As anlises estatsticas envolveram: anlise de valores extremos, anlise fatorial e anlise de regresso. Como resultados, verificou-se que a dimenso Atitude, subjacente varivel Brand equity de bancos espanhis, mostrou sofrer mais influncia do que a dimenso Conscincia. Alm disso, verificou-se que a imagem do pas de origem influencia positivamente o brand equity de bancos espanhis. Os aspectos tcnicos, de forma geral, influenciam mais do que os aspectos amigveis, implicando, assim, um direcionamento para a estratgia de desenvolvimento da marca Espanha focada nesses aspectos. As limitaes dessa pesquisa incluem a utilizao de uma amostra no-probabilstica e o uso de bancos espanhis como objeto de estudo. Sugere-se o desenvolvimento de novos trabalhos na rea de servios, em diferentes categorias e com diferentes pases de origem, de forma a proporcionar novas discusses e embasamento terico para futuros estudos e aes estratgicas, com o objetivo de criar e melhorar a imagem dos pases.Universidade Nove de Julho - Uninove2015-09-28info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1210110.5585/remark.v14i3.2890ReMark - Revista Brasileira de Marketing; v. 14, n. 3 (2015): Julho - Setembro; 407-4202177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12101/5746Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessPrado, Michel AlvesGiraldi, Janaina de Moura Engracia2019-02-19T17:41:52Zoai:https://periodicos.uninove.br:article/12101Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:41:52REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
The Influence of the Country of Origin Image on Brand Equity: A Study of Spanish Banks A Influência da Imagem do País de Origem no Brand Equity: Um Estudo com Bancos Espanhóis |
title |
The Influence of the Country of Origin Image on Brand Equity: A Study of Spanish Banks |
spellingShingle |
The Influence of the Country of Origin Image on Brand Equity: A Study of Spanish Banks Prado, Michel Alves Brand Equity; Country of Origin Image; Country Brand; Spanish Banks. Marketing; Brand equity; Imagem de país de origem; Marca país; Bancos |
title_short |
The Influence of the Country of Origin Image on Brand Equity: A Study of Spanish Banks |
title_full |
The Influence of the Country of Origin Image on Brand Equity: A Study of Spanish Banks |
title_fullStr |
The Influence of the Country of Origin Image on Brand Equity: A Study of Spanish Banks |
title_full_unstemmed |
The Influence of the Country of Origin Image on Brand Equity: A Study of Spanish Banks |
title_sort |
The Influence of the Country of Origin Image on Brand Equity: A Study of Spanish Banks |
author |
Prado, Michel Alves |
author_facet |
Prado, Michel Alves Giraldi, Janaina de Moura Engracia |
author_role |
author |
author2 |
Giraldi, Janaina de Moura Engracia |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Prado, Michel Alves Giraldi, Janaina de Moura Engracia |
dc.subject.por.fl_str_mv |
Brand Equity; Country of Origin Image; Country Brand; Spanish Banks. Marketing; Brand equity; Imagem de país de origem; Marca país; Bancos |
topic |
Brand Equity; Country of Origin Image; Country Brand; Spanish Banks. Marketing; Brand equity; Imagem de país de origem; Marca país; Bancos |
description |
As there are few studies on the influence of the country of origin image on brand equity for services companies (as it is the case of financial institutions), the aim of this paper is to analyze the influence of the country of origin image on the brand equity of Spanish banks. A descriptive and quantitative research was employed, using the survey method to verify the hypothesis that the country of origin image (Spain) positively influences the brand equity of Spanish banks. The main statistical analyzes were the factor analysis and the multiple regression analysis. As a result, it was found that the Attitude dimension underlying the variable Brand equity of Spanish banks suffered more influence than the Awareness dimension. Furthermore, it was found that the country of origin image positively influences the brand equity of Spanish banks. The technical aspects, in general, influence more than friendly aspects, thus implying a direction for the Spain brand development strategy focused on these aspects. Limitations of this study include the use of a non-probability sample and the use of Spanish banks as the object of study. We suggest the development of new works in the services area, in different categories and with different countries of origin, in order to provide further discussion and theoretical basis for future studies and strategic actions, aiming to create and improve the image of countries. |
publishDate |
2015 |
dc.date.none.fl_str_mv |
2015-09-28 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12101 10.5585/remark.v14i3.2890 |
url |
https://periodicos.uninove.br/remark/article/view/12101 |
identifier_str_mv |
10.5585/remark.v14i3.2890 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12101/5746 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 14, n. 3 (2015): Julho - Setembro; 407-420 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
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1799138640991879168 |