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, 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

• Tipo de recurso: Article of journal
• Fecha de publicación: 2024
• Institución: Universidad de Bogotá Jorge Tadeo Lozano
• Repositorio: Expeditio: repositorio UTadeo
• 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
• License: Abierto (Texto Completo)