Abstract
The purpose of this paper is to study the relationship between the (i) country image of Peru, (ii) cotton's product image, (iii) familiarity with Peru, and (iv) cotton's product familiarity with the purchase intention of Peruvian cotton. Survey techniques were used to collect the primary data, applying a closed question questionnaire in two samples that represent the consumers of two countries with different levels of familiarity with Peru: France and the United States. This study has found that there is a positive association between the studied variables, in at least one sample. One of the main managerial implications is that Peruvian cotton exporters could innovate their global marketing strategies using Peru's country image to improve the positioning of Peruvian cotton in international markets.
| Translated title of the contribution | ¿La imagen y familiaridad tienen un efecto significativo en la intención de compra? |
|---|---|
| Original language | English |
| Pages (from-to) | 249-258 |
| Number of pages | 10 |
| Journal | Estudios Gerenciales |
| Volume | 35 |
| Issue number | 152 |
| DOIs | |
| State | Published - 1 Jan 2019 |
Bibliographical note
Publisher Copyright: © 2019 Universidad ICESI. Published by Universidad Icesi, Colombia. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/). Copyright: Copyright 2020 Elsevier B.V., All rights reserved.Keywords
- Purchase intention
- Country image
- Familiarity
- Cotton
- Peru
