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

Elaine Lopes da Silva, Edna Bravo, Heloísa Oliveira, Tulia Guzman Pedraza

    Research output: Contribution to journalArticleResearchpeer-review

    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.
    Original languageEnglish
    Pages (from-to)334-344
    JournalIntangible Capital
    Volume6
    Issue number2
    DOIs
    Publication statusPublished - 26 Oct 2010

    Keywords

    • Brand identity
    • Consumer orientation
    • Country of origin
    • Perceived product quality

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