TY  - JOUR 
TI  - ¿La imagen y familiaridad tienen un efecto significativo en la intención de compra?
PB  - Universidad Icesi
PY  - 2019
issn 0123-5923
AB  - 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.
KW  - Compra
KW  - Producto
KW  - Estrategias de marketing
KW  - Posicionamiento de marca
KW  - Perú
KW  - Algodón
UR  - http://repository.icesi.edu.co/biblioteca_digital/handle/10906/85227
ER  -