Gestión de la Marca País y sus efectos en el consumidor en un mercado globalizado
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Publicado
18-09-2018
Kerry Kilduff
Julia M. Núñez Tabales
Resumen
La Gestión de la Marca País -rama de estudio relativamente nueva y en desarrollo- es un instrumento que los gobiernos utilizan para promover sus bienes y servicios, para mejorar el conocimiento de cada país, promover el turismo, incrementar el comercio y atraer inversión extranjera directa (IED) y talento. Una Marca País es más que la suma de sus productos. El objetivo de esta revisión literaria es investigar los componentes claves en las transacciones internacionales e interculturales e identificar su influencia en la formación de la Marca País.
En el mercado global, donde los productos y servicios de países diferentes compiten por la cuota de mercado, es importante entender el modo en que el lugar de origen de un producto contribuye a su imagen de conjunto, así como la forma en que los consumidores se relacionan con el producto extranjero. Identificando al consumidor se puede entender las influencias culturales que determinan la relación de los consumidores con el producto, el servicio o la Marca País.
Así pues, en este trabajo se relacionan estudios anteriores en los campos de país de origen (COO) y los relativos al consumidor como factores decisivos en la evolución del concepto Marca País. Al obtener una idea clara de la relación entre estos tres campos –COO, consumidor y Marca País–, los académicos y profesionales podremos: valorar la influencia que el país de origen de un producto tiene sobre su público, crear una Marca País que defina sus productos y llegar exitosamente al consumidor objetivo.
Cómo citar
Kilduff, K., & Núñez Tabales, J. M. (2018). Gestión de la Marca País y sus efectos en el consumidor en un mercado globalizado. Cuadernos De Gestión, 17(1), 83–104. https://doi.org/10.5295/cdg.150543kk
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Keywords
Gestión de Marca País, país de origen, consumidor, bienes extranjeros
References
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Anderson, W.T. and Cunningham, W., 1972. The Socially Conscious Consumer. The Journal of Marketing. 36, 3, 23-31.
Anholt, S., 1998. Nation brands of the twenty first century. Journal of Brand Management, 5, 295-404.
Anholt, S., 2003. Brand New Justice: The Upside of Global Branding. Oxford: Butterworth-Heinemann.
Anholt, S., 2004. Branding Places and Nations. The Economist: Brands and Branding. Canada: The Economist Newspaper, Ltd., 213-226.
Anholt, S., 2008. Why Nation Branding does not Exist. Accessed 10 April 2015. http://www.europaregina.eu/downloads/orangecontest/SimonAnholtNation Branding.pdf
Anholt, S., 2010. Definitions of Place Branding: Working Towards a Resolution. Place Branding and Public Diplomacy, 6, 1, 1-10.
Balabanis, G. and Diamantopoulos, A., 2004. Domestic Country Bias, Country-of-Origin Effects, and Consumer Ethnocentrism: A Multidimensional Unfolding Approach. Journal of the Academy of Marketing Science, 32, 1, 80-95.
Bannister, J.P. and Saunders, J.A., 1978. UK Consumers’ Attitudes towards Imports: The Measurement of National Stereotype Image. European Journal of Marketing, 12, 8, 562-570.
Bilkey, W.J. and Nes, E., 1982. Country-of-origin Effects on Product Evaluations. Journal of International Business Studies, Spring/Summer, 89-99.
Bruning, E.R., 1997. Country of origin, national loyalty and product choice: The case of international air travel. International Marketing Review, 14, 1, 59-74.
Chasin, J.B. and Jaffe, E.D., 1979. Industrial Buyer Attitudes Towards Goods Made in Eastern Europe. European Management Journal, 5, 3, 180-189.
Concha Velásquez, J., Gómez, E. and Valencia, P., 2011. El Efecto País de Origen Entre los Consumidores Colombianos: El Caso de un Producto de Consumo Masivo. Pensamiento y Gestión, 30, 150-164.
Dornoff, R., Tankersley, C. and White, G., 1974. Consumers’ Perceptions of Imports. Akron Business and Economic Review. 5 (Summer 1974), 26-29.
Fan, Y., 2005. Branding the Nation: What is Being Branded? Journal of Vacation Marketing. 12, 1, 5-14.
Fan, Y., 2010. Branding the Nation, Towards a Better Understanding. Place Branding and Public Diplomacy, 6, 2, 97-103.
Fullerton, J., Kendrick, A. and Wallis, C., 2008. Brand Borat? Americans’ reaction to a Kazakhstani place branding Campaign. Place Branding and Public Diplomacy. 4, 2, 159-168.
Fullerton, J. and Holtzhausen, D., 2012. Americans’ attitudes toward South Africa: A study of country reputation and the 2010 FIFA World Cup. Place Branding and Public Diplomacy, 8, 4, 269-283.
Gilmore, F., 2002. A Country - Can it be Repositioned? Spain - The Success Story of Country Branding. Journal of Brand Management, 9, 4-5, 281-293.
Girard, M., 1999. States, Diplomacy and image making: What is new? Reflections on current British and French Experiences. Paper presented to Conference Image, State and International Relations, London School of Economics, 24 June 1999.
Hamzaoui, L. and Merunka, D., 2006. The impact of country of design and country of manufacture on consumer perceptions of bi-national products’ quality: an empirical model based on the concept of fit. Journal of Consumer Marketing, 23, 3, 145-155.
Han, C.M., 1989. Country Image: Halo or Summary Construct? Journal of Marketing Research, 26, May, 222-229.
Han, C.M., 1990. Testing the Role of Country Image in Consumer Choice Behaviour. European Journal of Marketing, 24, 6, 24-39.
Heslop, L.A. and Wall, M., 1985. Differences between men and women in the country of origin product images. Administrative Sciences Association of Canada Proceedings, Montreal, Canada: 148-158.
Jaffe, E. and Nebenzahl, I.D., 2001. National Image and Competitive Advantage: The Theory and Practice of Country of Origin Effect. Frederisksberg: Copenhagen Business School.
Jaworski,S.P. and Fosher, D. (2003). National Brand Identity & Its Effect on Corporate Brands: The Nation Brand Effect (NBE). The Multinational Business Review, 11(2), 99-108.
Johansson, J.K., Douglas, S.P. and Nonaka, I., 1985. Assessing the Impact of Countryof-origin on Product Evaluations: a New Methodological Perspective. Journal of Marketing Research, 22, 388-396.
Kinra, N., 2006. The effect of country-of-origin on foreign brand names in the Indian market. Marketing Intelligence & Planning, 24, 1, 15 - 30
Klein, J., 2002. Us Versus Them, or Us Versus Everyone? Delineating Consumer Aversion to Foreign Goods. Journal of International Business Studies, 33, 2, 345-363.
Kotler, P. and Gertner, D., 2002. Country as brand, product and beyond: A place marketing and brand management perspective. Journal of Brand Management, 9, 4-5, 249-261.
Kotler, P., Haider, D.H. and REIN, I., 1993. Marketing Places. New York: The Free Press.
Lampert, S. and Jaffe, E., 1998. A Dynamic Approach to Country-of-Origin Effect. European Journal of Marketing, 32, 1/2, 61-78.
Michaelis, M., Woisetschläger, D. M., Backhaus, C., & Ahlert, D. (2008). The effects of country of origin and corporate reputation on initial trust: An experimental evaluation of the perception of Polish consumers. International Marketing Review, 25, 4, 404-422.
Nagashima, A., 1977. A comparative ‘made in’ product image survey among Japanese businessmen. Journal of Marketing, 41, 3, 95-100.
Nes, E. and Bilkey, W.J., 1993. A Multi-Cue Test of Country-of Origin Theory. In: Papadopoulos, N. and Heslop, L. (Eds.). Product Country Images: Impact and Role in International Marketing. New York: International Business Press. 179-196.
Olins, W., 1999. Trading Identities: Why countries and companies are taking each others’ roles. London: The Foreign Policy Centre.
Olins, W., 2001. Branding the Nation - The Historical Context. Journal of Brand Management, 9, 4-5, 241-248.
O’Shaughnessy, J. and O’Shaughnessy, N., 2000. Treating the Nation as a Brand: Some Neglected Issues. Journal of Macromarketing, 20, 1, 56-64.
Papadopoulos, N. and Heslop, L.A., 1993. Product Country Images: Impact and Role in International Marketing. New York: International Business Press.
Papadopoulos, N., Jog, V., Heslop, L. and D’Souza, R., 1997. The Investment Climate in Canada: Foreign Investor Experiences and Perceptions in S. Preece 115 & P. Woodcock (Eds.), Proceedings, Administrative Sciences Association of Canada, International Business Division, St. John’s. 18, 37-47.
Papadopoulos, N., Heslop, L.A. and Ikon Research Group, 2000. A Cross-national and Longitudinal Study of Product-Country Images with a Focus on the US and Japan. Marketing Science Institute Report, 0-106.
Pappu, R., Quester, P. and Cooksey, R., 2007. Country Image and Consumer/Based Brand Equity: Relationships and Implications for International Marketing. Journal of International Business Studies. 38, 726-745.
Porter, M., 1990. The Competitive Advantage of Nations. Cambridge: Harvard Business Review.
Roth, K.P. and Diamantopoulos, A., 2009. Advancing the Country Image Construct. Journal of Business Research. 62, 7, 726-740.
Roth, M. and Romeo, J., 1992. Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects. Journal of International Business Studies. 23, 3, 477-497.
Samiee, S., Shimp, T. and Sharma, S., 2005. Brand origin recognition accuracy: its antecedents and consumers’ cognitive limitations. Journal of International Business Studies, 36, 379-397.
Schooler, R.D., 1965. Product Bias in Central American Common Market. Journal of Marketing Research. 2, 4, 394-397.
Schooler, R.D., 1971. Bias Phenomena Attendant to the Marketing of Foreign Goods in the US. Journal of International Business Studies. 2, 1, 71-81.
Sharma, S., Shimp, T. and Shin, J., 1995. Consumer Ethnocentrism: A Test of Antecedents and Moderators. Journal of the Academy of Marketing Science, 23, 1, 26-37.
Shimp, T. and Sharma, S., 1987. Consumer Ethnocentrism: Construction and Validation of the CETSCALE. Journal of Marketing Research, 24, 3, 280-289.
Stock, F., 2009a. Identity, Image and Brand: A Conceptual Framework. Place Branding and Public Diplomacy, 5, 2, 118-125.
Stock, F., 2009b. The Borat Effect. Place Branding and Public Diplomacy, 5, 3, 180-191.
Thakor, M.V. and Kohli, C.S., 1996. Brand origin: conceptualization and review. Journal of Consumer Marketing, 13, 3, 27-42.
Usunier, J.C. and Cestre, G., 2007. Product Ethnicity: Revisiting the Match Between Products and Countries. Journal of International Marketing, 15, 3, 32-72.
Van Ham, P., 2001. The Rise of the Brand State: The Postmodern Politics of Image and Reputation. Foreign Affairs. 80, 5, 2-6.
Van Ham, P., 2008. Place Branding: The State of the Art. The Annals of the American Academy of Political and Social Science. I616, 1, 126-149.
Wee, C., Lim, D. and Tan, G., 1993. The Image of Countries as Locations for Investment. In: Papadopoulos, N. and Heslop, L. (eds.): Product Country Image: Impact and Role in International Marketing. Binghampton: International Business Press, 311-338.
Whetten, D.A. and Mackey, A., 2002. A Social Actor Conception of Organizational Identity and its Implications for the Study Of Organizational Reputation. Business & Society. 41, 4, 393-414.
White, C., 2012. Brands and National Image: An Exploration of Inverse Country-Of-Origin Effect. Place Branding and Public Diplomacy. 8, 2, 110-118.
Anderson, W.T. and Cunningham, W., 1972. The Socially Conscious Consumer. The Journal of Marketing. 36, 3, 23-31.
Anholt, S., 1998. Nation brands of the twenty first century. Journal of Brand Management, 5, 295-404.
Anholt, S., 2003. Brand New Justice: The Upside of Global Branding. Oxford: Butterworth-Heinemann.
Anholt, S., 2004. Branding Places and Nations. The Economist: Brands and Branding. Canada: The Economist Newspaper, Ltd., 213-226.
Anholt, S., 2008. Why Nation Branding does not Exist. Accessed 10 April 2015. http://www.europaregina.eu/downloads/orangecontest/SimonAnholtNation Branding.pdf
Anholt, S., 2010. Definitions of Place Branding: Working Towards a Resolution. Place Branding and Public Diplomacy, 6, 1, 1-10.
Balabanis, G. and Diamantopoulos, A., 2004. Domestic Country Bias, Country-of-Origin Effects, and Consumer Ethnocentrism: A Multidimensional Unfolding Approach. Journal of the Academy of Marketing Science, 32, 1, 80-95.
Bannister, J.P. and Saunders, J.A., 1978. UK Consumers’ Attitudes towards Imports: The Measurement of National Stereotype Image. European Journal of Marketing, 12, 8, 562-570.
Bilkey, W.J. and Nes, E., 1982. Country-of-origin Effects on Product Evaluations. Journal of International Business Studies, Spring/Summer, 89-99.
Bruning, E.R., 1997. Country of origin, national loyalty and product choice: The case of international air travel. International Marketing Review, 14, 1, 59-74.
Chasin, J.B. and Jaffe, E.D., 1979. Industrial Buyer Attitudes Towards Goods Made in Eastern Europe. European Management Journal, 5, 3, 180-189.
Concha Velásquez, J., Gómez, E. and Valencia, P., 2011. El Efecto País de Origen Entre los Consumidores Colombianos: El Caso de un Producto de Consumo Masivo. Pensamiento y Gestión, 30, 150-164.
Dornoff, R., Tankersley, C. and White, G., 1974. Consumers’ Perceptions of Imports. Akron Business and Economic Review. 5 (Summer 1974), 26-29.
Fan, Y., 2005. Branding the Nation: What is Being Branded? Journal of Vacation Marketing. 12, 1, 5-14.
Fan, Y., 2010. Branding the Nation, Towards a Better Understanding. Place Branding and Public Diplomacy, 6, 2, 97-103.
Fullerton, J., Kendrick, A. and Wallis, C., 2008. Brand Borat? Americans’ reaction to a Kazakhstani place branding Campaign. Place Branding and Public Diplomacy. 4, 2, 159-168.
Fullerton, J. and Holtzhausen, D., 2012. Americans’ attitudes toward South Africa: A study of country reputation and the 2010 FIFA World Cup. Place Branding and Public Diplomacy, 8, 4, 269-283.
Gilmore, F., 2002. A Country - Can it be Repositioned? Spain - The Success Story of Country Branding. Journal of Brand Management, 9, 4-5, 281-293.
Girard, M., 1999. States, Diplomacy and image making: What is new? Reflections on current British and French Experiences. Paper presented to Conference Image, State and International Relations, London School of Economics, 24 June 1999.
Hamzaoui, L. and Merunka, D., 2006. The impact of country of design and country of manufacture on consumer perceptions of bi-national products’ quality: an empirical model based on the concept of fit. Journal of Consumer Marketing, 23, 3, 145-155.
Han, C.M., 1989. Country Image: Halo or Summary Construct? Journal of Marketing Research, 26, May, 222-229.
Han, C.M., 1990. Testing the Role of Country Image in Consumer Choice Behaviour. European Journal of Marketing, 24, 6, 24-39.
Heslop, L.A. and Wall, M., 1985. Differences between men and women in the country of origin product images. Administrative Sciences Association of Canada Proceedings, Montreal, Canada: 148-158.
Jaffe, E. and Nebenzahl, I.D., 2001. National Image and Competitive Advantage: The Theory and Practice of Country of Origin Effect. Frederisksberg: Copenhagen Business School.
Jaworski,S.P. and Fosher, D. (2003). National Brand Identity & Its Effect on Corporate Brands: The Nation Brand Effect (NBE). The Multinational Business Review, 11(2), 99-108.
Johansson, J.K., Douglas, S.P. and Nonaka, I., 1985. Assessing the Impact of Countryof-origin on Product Evaluations: a New Methodological Perspective. Journal of Marketing Research, 22, 388-396.
Kinra, N., 2006. The effect of country-of-origin on foreign brand names in the Indian market. Marketing Intelligence & Planning, 24, 1, 15 - 30
Klein, J., 2002. Us Versus Them, or Us Versus Everyone? Delineating Consumer Aversion to Foreign Goods. Journal of International Business Studies, 33, 2, 345-363.
Kotler, P. and Gertner, D., 2002. Country as brand, product and beyond: A place marketing and brand management perspective. Journal of Brand Management, 9, 4-5, 249-261.
Kotler, P., Haider, D.H. and REIN, I., 1993. Marketing Places. New York: The Free Press.
Lampert, S. and Jaffe, E., 1998. A Dynamic Approach to Country-of-Origin Effect. European Journal of Marketing, 32, 1/2, 61-78.
Michaelis, M., Woisetschläger, D. M., Backhaus, C., & Ahlert, D. (2008). The effects of country of origin and corporate reputation on initial trust: An experimental evaluation of the perception of Polish consumers. International Marketing Review, 25, 4, 404-422.
Nagashima, A., 1977. A comparative ‘made in’ product image survey among Japanese businessmen. Journal of Marketing, 41, 3, 95-100.
Nes, E. and Bilkey, W.J., 1993. A Multi-Cue Test of Country-of Origin Theory. In: Papadopoulos, N. and Heslop, L. (Eds.). Product Country Images: Impact and Role in International Marketing. New York: International Business Press. 179-196.
Olins, W., 1999. Trading Identities: Why countries and companies are taking each others’ roles. London: The Foreign Policy Centre.
Olins, W., 2001. Branding the Nation - The Historical Context. Journal of Brand Management, 9, 4-5, 241-248.
O’Shaughnessy, J. and O’Shaughnessy, N., 2000. Treating the Nation as a Brand: Some Neglected Issues. Journal of Macromarketing, 20, 1, 56-64.
Papadopoulos, N. and Heslop, L.A., 1993. Product Country Images: Impact and Role in International Marketing. New York: International Business Press.
Papadopoulos, N., Jog, V., Heslop, L. and D’Souza, R., 1997. The Investment Climate in Canada: Foreign Investor Experiences and Perceptions in S. Preece 115 & P. Woodcock (Eds.), Proceedings, Administrative Sciences Association of Canada, International Business Division, St. John’s. 18, 37-47.
Papadopoulos, N., Heslop, L.A. and Ikon Research Group, 2000. A Cross-national and Longitudinal Study of Product-Country Images with a Focus on the US and Japan. Marketing Science Institute Report, 0-106.
Pappu, R., Quester, P. and Cooksey, R., 2007. Country Image and Consumer/Based Brand Equity: Relationships and Implications for International Marketing. Journal of International Business Studies. 38, 726-745.
Porter, M., 1990. The Competitive Advantage of Nations. Cambridge: Harvard Business Review.
Roth, K.P. and Diamantopoulos, A., 2009. Advancing the Country Image Construct. Journal of Business Research. 62, 7, 726-740.
Roth, M. and Romeo, J., 1992. Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects. Journal of International Business Studies. 23, 3, 477-497.
Samiee, S., Shimp, T. and Sharma, S., 2005. Brand origin recognition accuracy: its antecedents and consumers’ cognitive limitations. Journal of International Business Studies, 36, 379-397.
Schooler, R.D., 1965. Product Bias in Central American Common Market. Journal of Marketing Research. 2, 4, 394-397.
Schooler, R.D., 1971. Bias Phenomena Attendant to the Marketing of Foreign Goods in the US. Journal of International Business Studies. 2, 1, 71-81.
Sharma, S., Shimp, T. and Shin, J., 1995. Consumer Ethnocentrism: A Test of Antecedents and Moderators. Journal of the Academy of Marketing Science, 23, 1, 26-37.
Shimp, T. and Sharma, S., 1987. Consumer Ethnocentrism: Construction and Validation of the CETSCALE. Journal of Marketing Research, 24, 3, 280-289.
Stock, F., 2009a. Identity, Image and Brand: A Conceptual Framework. Place Branding and Public Diplomacy, 5, 2, 118-125.
Stock, F., 2009b. The Borat Effect. Place Branding and Public Diplomacy, 5, 3, 180-191.
Thakor, M.V. and Kohli, C.S., 1996. Brand origin: conceptualization and review. Journal of Consumer Marketing, 13, 3, 27-42.
Usunier, J.C. and Cestre, G., 2007. Product Ethnicity: Revisiting the Match Between Products and Countries. Journal of International Marketing, 15, 3, 32-72.
Van Ham, P., 2001. The Rise of the Brand State: The Postmodern Politics of Image and Reputation. Foreign Affairs. 80, 5, 2-6.
Van Ham, P., 2008. Place Branding: The State of the Art. The Annals of the American Academy of Political and Social Science. I616, 1, 126-149.
Wee, C., Lim, D. and Tan, G., 1993. The Image of Countries as Locations for Investment. In: Papadopoulos, N. and Heslop, L. (eds.): Product Country Image: Impact and Role in International Marketing. Binghampton: International Business Press, 311-338.
Whetten, D.A. and Mackey, A., 2002. A Social Actor Conception of Organizational Identity and its Implications for the Study Of Organizational Reputation. Business & Society. 41, 4, 393-414.
White, C., 2012. Brands and National Image: An Exploration of Inverse Country-Of-Origin Effect. Place Branding and Public Diplomacy. 8, 2, 110-118.
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