Sinergias entre los atributos del produco y la familiaridad con su origen. Efectos sobre la imagen percibida

• Autores: Juan Carlos Gázquez Abad, David Jiménez Castillo, Gema María Marín Carrillo
• Localización: Cuadernos de economía y dirección de la empresa, ISSN 1138-5758, Vol. 15, Nº 2, 2012, págs. 73-83
• Idioma: español
• DOI: 10.1016/j.cede.2011.10.001
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 2 Citas
• Resumen

  • A pesar de que la evaluación que realizan los consumidores sobre los atributos de un producto condiciona en gran medida la imagen que perciben del mismo, pueden existir otros factores que potencien la percepción sobre los atributos y, por tanto, su efecto sobre la imagen del producto. Este trabajo se detiene en examinar un factor escasamente tratado en la literatura, la familiaridad con el producto, añadiendo la peculiaridad de que el producto analizado incorpora un origen reconocido y es un producto de baja implicación. En particular, se analiza qué atributos del producto son los que interaccionan con la familiaridad para producir un impacto superior sobre la imagen percibida, utilizando, para ello, muestras de consumidores de diferentes nacionalidades. Los resultados obtenidos ponen de manifiesto la influencia directa de la familiaridad sobre la imagen percibida del producto en las diferentes muestras analizadas, si bien la existencia de un efecto moderador de esta variable depende de la nacionalidad del consumidor.

• Referencias bibliográficas
  • Aaker, D.A., 1991. Managing Brand Equity: Capitalizing on the Value of a Brand. The Free Press, NY.
  • Abadio, F., Deliza, R., Rosenthal, A., Silva, C., 2010. The effect of extrinsic product attributes of pineapple juice on consumer intention...
  • Agarwal, J., Malhotra, N., Wu, T., 2002. Does NAFTA influence Mexico's product image? A theoretical framework and an empirical investigation...
  • Agrawal, J., Kamakura, W.A., 1999. Country of origin: A competitive advantage? International Journal of Research in Marketing 16, 255-267.
  • Ahmed, Z., Johnson, J., Yang, X., Fatt, C., 2004. Does country of origin matter for low-involvement products? International Marketing Review...
  • Ajzen, I., 2001. Nature and operation of attitudes. Annual Review of Psychology 52, 27-58.
  • Alba, J., Hutchinson, J., 1987. Dimensions of consumer expertise. Journal of Consumer Research 13, 411-454.
  • Allenby, G., Rossi, P., 1999. Marketing models of consumer heterogeneity. Journal of Econometrics 89, 57-78.
  • Baker, G.A., Crosbie, P.J., 1994. Consumer preferences for food safety attributes: A market segment approach. Agribusiness 10, 319-324.
  • Batra, R., Sinha, I., 2000. Consumer-level factors moderating the succeed of private label brands. Journal of Retailing 76, 175-191.
  • Bigné, E., Sánchez, J., 2002. Preferencia de productos nacionales versus extranjeros en un ámbito económico común. Información Comercial Española...
  • Blackwell, R., Miniard, P., Engel, J., 2006. Consumer Behaviour, 10.a ed. Harcourt College.
  • Brislin, R., 1980. Translation and content analysis of oral and written materials. En: Triandis, H., Berry, J. (Eds.), Handbook of Cross-Cultural...
  • Cajamar, 2010. Análisis de la campaña hortofrutícola de Almería. Campaña 2009/2010. En: Informes y Monografías. Fundación Cajamar, Almería,...
  • Caldentey, P., Haro, T., Titos, A., Briz, J., 1994. Marketing Agrario. Mundi-Prensa, Madrid.
  • Camanzi, L., Malorgio, G., García, T., 2011. The role of producer organizations in supply concentration and marketing: a comparison between...
  • Cambra, J., Villafuerte, A., 2009. Denominaciones de origen e indicaciones geográficas: justificación de su empleo y valoración de su situación...
  • Chen, S., Tan, H., 2010. Region effects in the internationalization-performance relationship in Chinese firms. Journal of World Business,...
  • Cordell, V., 1992. Effects of consumer preferences for foreign sourced products. Journal of International Business Studies 23, 251-269.
  • Cordell, V., 1997. Consumer knowledge measures as predictors in product evaluation. Psychology and Marketing 14, 241-260.
  • Cossé, T., Lascu, D., Weidenberger, T., 1995. Country of manufacture and country of origin: Stereotyping effects when product make is not...
  • Costa, J., Heuvelink, E., 2000. Greenhouse horticulture in Almería (Spain): Report on a study tour 24-29 January 2000. Horticultural Production...
  • De Pablo, J., Levy, J.P., Pérez, J.C., 2007. Notes about the production and supplydemand of fruit and vegetables in the countries of the European...
  • Erickson, G., Johansson, J., Chao, P., 1984. Image variables in multi-attribute product evaluations: Country-of-origin effects. Journal of...
  • Eroglu, S., Machleit, K., 1989. Effects of individual and product-specific variables on utilizing country-of-origin as a product quality cue....
  • Espejel, J., Fandos, C., Flavián, C., 2009. The influence of consumer degree of knowledge on consumer behaviour: The case of Spanish olive...
  • Ettenson, R., Wagner, J., Gaeth, G., 1988. Evaluating the effect of country of origin and the 'made in the USA' campaign: A conjoint...
  • Evans, G., Cox, D., 2006. Australian consumers' antecedents of attitudes towards foods produced by novel technologies. British Food Journal...
  • Galdeano, E., 2007. Composite price expectations: An empirical analysis for the Spanish horticultural sector. Agribusiness 23, 57-83.
  • Gázquez, J.C., Martínez, F.J., Mondéjar, J.A., 2010. The role of culture and food habits in olive-oil purchase behaviour: Evidence from Spain....
  • Hair, J., Black, W., Babin, B., Anderson, R., 2009. Multivariate Data Analysis, 7.a ed. Pearson.
  • Han, C., 1989. Country image: Halo or summary construct? Journal of Marketing Research 26, 222-229.
  • Hardy, M., 1993. Regression with Dummy Variables. Sage University Press, Newbury Park, CA.
  • Heimbach, A., Johansson, J., MacLachlan, D., 1989. Product Familiarity, Information Processing, and Country-of-Origin Cues. Advances in Consumer...
  • Hong, S., Wyer, R., 1989. Effects of country-of-origin and product attribute information on product evaluation: An information processing...
  • Hooley, G., Shipley, D., Krieger, N., 1988. A method for modelling consumer perceptions of country of origin. International Marketing Review...
  • Hustvedt, G., Bernard, J., 2008. Consumer willingness to pay for sustainable apparel: The influence of labelling for fibre origin and production...
  • Jaccard, J., Turrisi, R., Wan, C., 1990. Interaction Effects in Multiple Regression. Sage, Newbury Park.
  • James, D., Durand, R., Dreves, R., 1976. The use of a multi-attribute attitude model in a store image study. Journal of Retailing 52, 23-32.
  • Jiménez, A., 2002. La percepción de las denominaciones de origen Mancha y Valdepeñas de España. Agroalimentaria 7, 51-68.
  • Jiménez-Guerrero, J.F., Gázquez-Abad, J.C., Mondéjar-Jiménez, J.A., Cordente-Rodríguez, M., 2010. Comparing alternative methods for conjoint...
  • Jo, M., Nakamoto, K., Nelson, J., 2003. The shielding effects of brand image against lower quality countries-of-origin in global manufacturing....
  • Johansson, J., Douglas, S., Nonaka, I., 1985. Assessing the impact of country of origin on product evaluations: A new methodological perspective....
  • Johnson, E., Russo, J., 1984. Product familiarity and learning new information. Journal of Consumer Research 11, 542-550.
  • Josiassen, A., Lukas, B., Whitwell, G., 2008. Country-of-origin contingencies. International Marketing Review 25, 423-440.
  • Kavallari, A., Maas, S., Schmitz, P., 2011. Examining the determinants of olive oil demand in nonproducing countries: Evidence from Germany...
  • Keller, K., 1993. Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing 57, 1-22.
  • Kwok, S., Uncles, M., 2002. Sales promotion effectiveness; the impact of culture at an ethnic-group level. Journal of Product & Brand...
  • Laroche, M., Papadopoulos, N., Heslop, L., Mourali, M., 2005. The influence of country image structure on consumer evaluations of foreign...
  • Leeflang, P., Van Raaij, W., 1995. The changing consumer in the European Union: A "meta-analysis". International Journal of Research...
  • Lichtenstein, D., Netemeyer, R., Burton, S., 1990. Distinguishing coupon proneness from value consciousness: An acquisition-transaction utility...
  • Liu, S., Johnson, K., 2005. The automatic country-of-origin effects on brand judgements. Journal of Advertising 34, 87-97.
  • López, A.F., 2004. Manual for the Preparation and Sale of Fruits and Vegetables from Field to Market. Agricultural Services Bulletin 151,...
  • Low, G., Lamb, C., 2000. The measurement and dimensionality of brand associations. Journal of Product and Brand Management 9, 350-368.
  • Maheswaran, D., Chen, C., 2006. Nation equity: Incidental emotions in country-oforigin effects. Journal of Consumer Research 33, 370-376.
  • Matsatsinis, N., Grigoroudis, E., Samaras, A., 2007. Comparing distributors' judgements to buyers' preferences. International Journal...
  • Mittal, V., Kamakura, W., 2001. Satisfaction, repurchase intent and repurchase behavior: Investigating the moderating effect of customer characteristics....
  • Orth, U.R., Firbasova, Z., 2003. The role of consumer ethnocentrism in food product evaluation. Agribusiness 19, 137-153.
  • Park, C., Lessig, V., 1981. Familiarity and its impact on consumer decision biases and heuristics. Journal of Consumer Research 8, 223-230.
  • Peracchio, L., Tybout, A., 1996. The moderating role of prior knowledge in schemabased product evaluation. Journal of Consumer Research 23,...
  • Phau, I., Suntornnond, V., 2006. Dimensions of consumer knowledge and its impacts on country of origin effects among Australian consumers:...
  • Pilgrim, F., 1957. The components of food acceptance and their measurement. American Journal of Clinical Nutrition 5, 171-175.
  • Rao, A., Monroe, K., 1988. The Moderating Effect Of Prior Knowledge On Cue Utilization In Product Evaluations. Journal of Consumer Research...
  • Sabbe, S., Verbeke, W., Patrick, V., 2008. Familiarity and purchasing intention of Belgian consumers for fresh and processed tropical fruit...
  • Sánchez, M., Pérez, J., Marín, G., Céspedes, A., 2001. Estudio de la demanda de inputs auxiliares: producción y manipulación en el sistema...
  • Samiee, S., 1994. Customer evaluation of products in a global market. Journal of International Business Studies 25, 579-604.
  • Samiee, S., Shimp, T., Sharma, S., 2005. Brand origin recognition accuracy: Its antecedents and consumers' cognitive limitations. Journal...
  • Schutz, H., Judge, D., Gentry, J., 1986. The importance of nutrition, brand, cost and sensory attributes to food purchase and consumption....
  • Solomon, M., 2002. Consumer behaviour. Buying, having and being, 5th ed. Prentice Hall Intern, Inc, Englewood Cliffs, N.J.
  • Sparke, K., Menrad, K., 2009. Cross-European and functional food-related consumer segmentation for new product development. Journal of Food...
  • Srull, T., 1983. The role of prior knowledge in the acquisition, retention, and use of new information. Advances in Consumer Research 10,...
  • Steenkamp, J.B., 1997. Dynamics in consumer behavior with respect to agricultural and food products. En: Wierenga, B., Van Tilburg, A., Grunert,...
  • Steenkamp, J.-B., Wedel, M., 1991. Segmenting retail markets on store image using a consumer-based methodology. Journal of Retailing 67, 300-320.
  • Sujan, M., 1985. Consumer knowledge: Effects on evaluation strategies mediating consumer judgments. Journal of Consumer Research 12, 31-46.
  • Tronstad, R., 1995. Product Position. Direct Farm Marketing and Tourism Handbook. University of Arizona.
  • Traill, W., 1999. Prospects for the future: Nutritional, environmental and sustainable food production considerations-changes in cultural...
  • Tse, D., Gorn, G., 1993. An experiment on the salience of country-of-origin in the era of global brands. Journal of International Marketing...
  • Usunier, J.C., 2006. Relevance in business research: The case of country-of-origin research in marketing. European Management Review 3, 60-73.
  • Van der Lans, I.A., van Ittersum, K., De Cicco, A., Loseby, M., 2001. The role of the region of origin and EU certificates of origin in consumer...
  • Ward, R., Briz, J., de Felipe, I., 2003. Competing supplies of olive oil in the German market: An application of multinominal logit models....
  • Wierenga, B., Van Tilburg, A., Grunert, K., Steenkamp, J.B., Wedel, M., 1997. Agricultural Marketing and Consumer Behavior in a Changing World....
  • Wirtz, J., Kimes, S., 2007. The moderating role of familiarity in fairness perceptions of revenue management. Journal of Service Research...
  • Yagci, M., 2001. Evaluating the effects of country-of-origin and consumer ethnocentrism: a case of a transplant product. Journal of International...