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Do image and familiarity have a significant effect on purchase intention?

Author

Listed:
  • Gina-María Pipoli de Azambuja
  • Iñaki García-Arrizabalaga
  • Gustavo Rodríguez-Peña

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.

Suggested Citation

  • Gina-María Pipoli de Azambuja & Iñaki García-Arrizabalaga & Gustavo Rodríguez-Peña, 2019. "Do image and familiarity have a significant effect on purchase intention?," Estudios Gerenciales, Universidad Icesi, vol. 35(152), pages 249-258, September.
    • Handle: RePEc:col:000129:017557
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    File URL: https://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/3281
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    References listed on IDEAS

    as
    1. Han, C. Min & Lee, Byoung-Woo & Ro, Kong-Kyun, 1994. "The choice of a survey mode in country image studies," Journal of Business Research, Elsevier, vol. 29(2), pages 151-162, February.
    2. Hong, Sung-Tai & Wyer, Robert S, Jr, 1989. "Effects of Country-of-Origin and Product-Attribute Information on Product Evaluation: An Information Processing Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(2), pages 175-187, September.
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    More about this item

    Keywords

    purchase intention; country image; familiarity; cotton; Peru;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M38 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Government Policy and Regulation
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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