Revistes Catalanes amb Accés Obert (RACO)

The effect of national brand image in the process of customer purchase decision

Elaine Lopes Da Silva, Edna R. Bravo Ibarra, Heloisa Oliveira, Tulia Guzman Pedraza

Resum


The main objective of this research will be to determine the effect of national brand image of Spanish Firms in Brazil. For this purpose, a comparative analysis of the image of the Spanish companies and of their main competitors in Brazil (USA and Germany) has been made, from a sample of 346 Brazilian entrepreneurs. The results of this research may contribute to Spanish entrepreneurs in supporting the development of better marketing tactics, adapted to the Brazilian market.

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