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El efecto de la autocongruencia en un sello de denominación de origen: el sello hecho en Puerto Rico

Author

Listed:
  • José A. Flecha
  • María de los M. Santos-Corrada
  • Sandra Mena-Candelaria

Abstract

Esta investigación cuantitativa analiza la teoría del autoconcepto y la identidad social y su impacto en las percepciones del comportamiento del consumidor de Puerto Rico y un sello de denominación de origen. Con 294 participantes de una encuesta y analizados a través de ecuaciones estructurales, se presentan resultados de cómo el autoconcepto y la identidad social generan el efecto de autocongruencia, lo cual tiene un impacto en la percepción de marcas nacionales y el sello de denominación de origen. Esta investigación genera una gran aportación a la brecha de estudios sobre los sellos de denominación de origen y presenta nueva evidencia sobre el comportamiento del consumidor a través del estudio del autoconcepto.

Suggested Citation

  • José A. Flecha & María de los M. Santos-Corrada & Sandra Mena-Candelaria, 2019. "El efecto de la autocongruencia en un sello de denominación de origen: el sello hecho en Puerto Rico," Estudios Gerenciales, Universidad Icesi, vol. 35(152), pages 292-300, September.
    • Handle: RePEc:col:000129:017561
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    File URL: https://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/3263
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    More about this item

    Keywords

    autoconcepto; identidad social; autocongruencia;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D71 - Microeconomics - - Analysis of Collective Decision-Making - - - Social Choice; Clubs; Committees; Associations
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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