Resumo

CONCHA VELASQUEZ, José Roberto. The effect of country of origin in dominant brands. Pensam. gest. [online]. 2015, n.39, pp.122-141. ISSN 1657-6276.  https://doi.org/10.14482/pege.38.7703.

Country of Origin Effect has been discussed for many years and several authors have argued that is a way to differentiate the product from competitors and is a fundamental element that affects perceptions, preference and willingness consumer to buy. Currently, however, several authors argue that this effect has become less important, since even in comparison goods, which implicates a higher involvement level, many consumers do not know the Country of Origin of the product for the reason that the brand is quite dominant and this is most relevant to the consumer, regardless of where it comes from. This study evaluates the effect of country of origin dominant in comparison products brands such as portable computers. The empirical results show that this effect is diluted when brands already occupy an important place in the mind of the consumer.

Palavras-chave : Country of origin effect; product comparison; involvement; dominant brand; dominant country effect.

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