Analysis of countries image from the perspective of their consumers. The impact of political, economic, and techno-socio-cultural desire
This study aims to deepen the understanding of marketing and the development of its strategies, with a particular focus on marketing mix management. It seeks to identify consumer perceptions from three Latin American countries regarding their national images, considering the impact of political, eco...
- Autores:
- Tipo de recurso:
- Article of journal
- Fecha de publicación:
- 2024
- Institución:
- Universidad de Bogotá Jorge Tadeo Lozano
- Repositorio:
- Expeditio: repositorio UTadeo
- Idioma:
- OAI Identifier:
- oai:expeditiorepositorio.utadeo.edu.co:20.500.12010/35835
- Acceso en línea:
- https://iem.ge/ojs/index.php/journal/article/view/198/161
http://hdl.handle.net/20.500.12010/35835
- Palabra clave:
- Marketing strategy
Country image
Retail
JEL classification
- Rights
- License
- Abierto (Texto Completo)
| Summary: | This study aims to deepen the understanding of marketing and the development of its strategies, with a particular focus on marketing mix management. It seeks to identify consumer perceptions from three Latin American countries regarding their national images, considering the impact of political, economic, and techno-social factors. The project employs an exploratory study design, utilizing both primary and secondary data, bibliographic research, and descriptive statistics through the country imagescale developed by Martin and Eroglu (1993). According to these authors, country image is defined as the totality of all descriptive, inferential, and informative beliefs about a particular country. The study highlights the implications of utilizing marketing strategies based on these evaluations and perceptions, emphasizing the necessity of constructing a trustworthy image for consumers in the execution of goods or services |
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