The Influence of Home Country on the Known Brands of Choice: An Investigation about Materials Mark Attributes of Sports

Detalhes bibliográficos
Autor(a) principal: Meirelles, Franklin de Souza
Data de Publicação: 2016
Outros Autores: Strehlau, Vivian Iara, Lopes, Evandro Luiz
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/12116
Resumo: 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.
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spelling The Influence of Home Country on the Known Brands of Choice: An Investigation about Materials Mark Attributes of SportsA Influência do País de Origem na Escolha de Marcas Desconhecidas: Uma Investigação sobre os Atributos de Marca de Materiais Esportivos.Country of Origin; Brand attributes; Consumer behavior; SponsorshipPaís de Origem; Atributos de marca; Comportamento do consumidor; Patrocínio.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.O artigo traz uma anlise sobre a influncia do Pas de Origem em conjunto com outros atributos de marca, tais como elementos de marca (Nome/Logo), tempo de atuao no mercado e utilizao da marca para patrocnio de entidades. Utilizando uma marca desconhecida de materiais esportivos estrangeira como objeto, realizou-se um experimento online com consumidores brasileiros buscando entender como esses atributos influenciam a inteno de compra, a atitude e a qualidade percebida do pblico. O Pas de Origem apresentou efeito parcial nas variveis de deciso e os demais atributos foram considerados irrelevantes, tendo sido o envolvimento com esportes e materiais esportivos uma varivel moderadora que reduziu o efeito do Pas de Origem nas escolhas dos consumidores.Universidade Nove de Julho - Uninove2016-03-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1211610.5585/remark.v15i1.3000ReMark - Revista Brasileira de Marketing; v. 15, n. 1 (2016): Janeiro - Março; 57-702177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12116/5761Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessMeirelles, Franklin de SouzaStrehlau, Vivian IaraLopes, Evandro Luiz2019-02-19T17:41:23Zoai:https://periodicos.uninove.br:article/12116Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:41:23REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv The Influence 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: Uma Investigação sobre os Atributos de Marca de Materiais Esportivos.
title The Influence of Home Country on the Known Brands of Choice: An Investigation about Materials Mark Attributes of Sports
spellingShingle The Influence of Home Country on the Known Brands of Choice: An Investigation about Materials Mark Attributes of Sports
Meirelles, Franklin de Souza
Country of Origin; Brand attributes; Consumer behavior; Sponsorship
País de Origem; Atributos de marca; Comportamento do consumidor; Patrocínio.
title_short The Influence of Home Country on the Known Brands of Choice: An Investigation about Materials Mark Attributes of Sports
title_full The Influence of Home Country on the Known Brands of Choice: An Investigation about Materials Mark Attributes of Sports
title_fullStr The Influence of Home Country on the Known Brands of Choice: An Investigation about Materials Mark Attributes of Sports
title_full_unstemmed The Influence of Home Country on the Known Brands of Choice: An Investigation about Materials Mark Attributes of Sports
title_sort The Influence of Home Country on the Known Brands of Choice: An Investigation about Materials Mark Attributes of Sports
author Meirelles, Franklin de Souza
author_facet Meirelles, Franklin de Souza
Strehlau, Vivian Iara
Lopes, Evandro Luiz
author_role author
author2 Strehlau, Vivian Iara
Lopes, Evandro Luiz
author2_role author
author
dc.contributor.author.fl_str_mv Meirelles, Franklin de Souza
Strehlau, Vivian Iara
Lopes, Evandro Luiz
dc.subject.por.fl_str_mv Country of Origin; Brand attributes; Consumer behavior; Sponsorship
País de Origem; Atributos de marca; Comportamento do consumidor; Patrocínio.
topic Country of Origin; Brand attributes; Consumer behavior; Sponsorship
País de Origem; Atributos de marca; Comportamento do consumidor; Patrocínio.
description 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.
publishDate 2016
dc.date.none.fl_str_mv 2016-03-30
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/12116
10.5585/remark.v15i1.3000
url https://periodicos.uninove.br/remark/article/view/12116
identifier_str_mv 10.5585/remark.v15i1.3000
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12116/5761
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. 15, n. 1 (2016): Janeiro - Março; 57-70
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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