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Efeitos do país de destino das exportações

Efeitos do país de destino das exportações

Rong Huang / Shenyu Li / Tuan Anh Luong

34,01 €
IVA incluido
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Empresa y gestión
ISBN:
9786206806677
34,01 €
IVA incluido
Disponible

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Sobre IBD

Este estudo introduz um novo conceito de marketing internacional: o efeito do país de destino das exportações (COED) a nível do consumidor. Os resultados deste estudo mostram que o COED influencia a avaliação da qualidade, a preferência e a intenção de compra dos consumidores nacionais relativamente a um produto fabricado a nível nacional, mas disponível tanto a nível nacional como internacional. Especificamente, o conhecimento do produto por parte dos consumidores modera negativamente o efeito do COED na avaliação da qualidade do automóvel e dos móveis de mogno. Esta conclusão é semelhante ao efeito de halo na literatura sobre o país de origem (COO). Além disso, diferentes destinos de exportação têm efeitos diferentes na preferência e na intenção de compra dos consumidores. Em contraste com os estudos da literatura sobre o COO, esta investigação demonstra que o nacionalismo e o internacionalismo estão positivamente relacionados com a intenção de comprar um produto exportado. O patriotismo, no entanto, está negativamente relacionado com a intenção do consumidor de comprar um produto exportado.

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