Imagem de país e brand equity de bancos espanhóis: papel moderador do gênero e do conhecimento do país

• Michel Alves do Prado ^[1] ; Janaina de Moura Engracia Giraldi ^[1]
  1. [1] Universidad de São Paulo
• Localización: GCG: revista de globalización, competitividad y gobernabilidad, ISSN 1988-7116, Vol. 8, Nº. 2, 2014, págs. 16-28
• Idioma: portugués
• Títulos paralelos:
  • Country image and brand equity of Spanish banks: the moderating role of gender and country knowledge
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    El propósito de este artículo es para comprobar la influencia de la imagen del país de origen en el valor de la marca de la banca española, analizando el papel moderador del género y el conocimiento del país de origen. Se encontró que la imagen del país de origen influye positivamente en el valor de marca de la banca española. Por otra parte, cuanto mayor es el conocimiento del país de origen, más las personas están influenciadas por su imagen. Además, los hombres están más influidos por la imagen del país de origen.

  • English

    The purpose of this article is to check for the influence of the country of origin image on brand equity of Spanish banks, analyzing the moderating role of gender and country of origin knowledge. It was found that the image of the country of origin positively influences the brand equity of Spanish banks. Moreover, the greater the knowledge of the country of origin, the more people are influenced by their image. Additionally, men are more influenced by the image of the country of origin.

  • português

    O objetivo deste artigo é verificar se há influência da imagem do país de origem no brand equity de bancos espanhóis, analisando o papel moderador do gênero e do conhecimento do país de origem. Verificou-se que a imagem do país de origem influencia positivamente o brand equity de bancos espanhóis. Além disso, quanto maior o conhecimento sobre o país de origem, mais as pessoas são influenciadas por sua imagem.

    Adicionalmente, os homens são os mais influenciados pela imagem do país de origem.

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