Influência do país de origem na atitude face ao país e na atitude face aos produtores do país

Abstract

The study of the relation between products and countries has been studied through several perspectives, such as consumer behaviour or international marketing. Adopting the consumer behaviour perspective, this work aims to study consumers’ perceptions of the country image, their attitude toward the country and their attitude toward the products made in that country. In this study we used, for the first time, an adapted version of Schmitt and Simonson’s framework CE/CI (1997), namely country expressions and consumers impressions, to explain the attitude toward the country and the attitude toward the products of that country. Specifically, four groups of elements were considered as being a part of country expressions: country’s conditions, country’s products, country’s presentations and country’s publications. These elements compose the concept of country image that we use in our study. We analyse the relation between this concept of country image and the attitude toward a country and the attitude toward the products of that country. The model and hypothesis formulated were tested with the analysis of the means, the use of linear regressions and the application of a structural equations model. We found that the country’s conditions contribute to consumer’s attitude toward the country and that consumer’s attitude toward the country, as well as the conditions of the country, the country’s products and the country’s presentations contribute to the attitude toward the products made in a country.

Date of Award	2006
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	José Camões Silva (Supervisor)