El efecto de la autocongruencia en un sello de denominación de origen: El sello hecho en Puerto Rico

• María de los M. Santos-Corrada ^[1] ; José A. Flecha ^[1] ; Sandra Mena-Candelaria ^[1]
  1. [1] Ana G. Mendez University System

     Ana G. Mendez University System

     Puerto Rico

     
• Localización: Estudios Gerenciales: Journal of Management and Economics for Iberoamerica, ISSN 0123-5923, Vol. 35, Nº. 152 (Julio-Septiembre), 2019 (Ejemplar dedicado a: Marketing), págs. 292-300
• Idioma: español
• DOI: 10.18046/j.estger.2019.152.3263
• Títulos paralelos:
  • O efeito da auto congruência em um selo de denominação de origem: O selo fabricado em Porto Rico
  • Self-congruence effect on a denomination of origin seal: Eel sello hecho en Puerto Rico
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    Esta investigación cuantitativa analiza la teoría del autoconcepto y la identidad social y su impacto en las percepciones del comportamiento del consumidor de Puerto Rico y un sello de denominación de origen. Con 294 participantes de una encuesta y analizados a través de ecuaciones estructurales, se presentan resultados de cómo el autoconcepto y la identidad social generan el efecto de autocongruencia, lo cual tiene un impacto en la percepción de marcas nacionales y el sello de denominación de origen. Esta investigación genera una gran aportación a la brecha de estudios sobre los sellos de denominación de origen y presenta nueva evidencia sobre el comportamiento del consumidor a través del estudio del autoconcepto.

  • português

    Esta pesquisa quantitativa analisa a teoria do autoconceito e da identidade social e seu impacto nas percepções do comportamento do consumidor em Porto Rico e um selo de denominação de origem. Com 294 participantes da pesquisa e analisados por equações estruturais, apresentam-se os resultados de como o autoconceito e a identidade social geram o efeito da auto congruência, o que tem impacto na percepção das marcas nacionais e no selo da denominação de origem. Esta pesquisa gera uma grande contribuição para a lacuna de estudos sobre os selos de denominação de origem e apresenta novas evidências sobre o comportamento do consumidor por meio do estudo do autoconceito.

  • English

    This quantitative research analyzes the theory of self-concept and social identity and its impact on Puerto Rico's consumer behavior and a designation of origin seal perceptions. With 294 survey participants analyzed with structural equations, results demonstrate how self-concept and social identity generate the self-congruence effect, which has an impact on the perception of national brands and the designation of origin seal. This research contributes significantly to the gap of studies on designation of origin seals and presents new evidence on consumer behavior through the study of self-concept.

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