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

José A Flecha; María De los M. Santos-Corrada; Sandra Mena-Candelaria

doi:10.18046/j.estger.2019.152.3263

Autores

José A Flecha Assistant Professor, School of Business & Entrepreneurship, Universidad Ana G Mendez, Gurabo, Puerto Rico. https://orcid.org/0000-0001-9626-5967
María De los M. Santos-Corrada Associate Professor, School of Business & Entrepreneurship, Universidad Ana G Mendez, Gurabo, Puerto Rico.
Sandra Mena-Candelaria Assistant Professor, School of Business & Entrepreneurship, Universidad Ana G Mendez, Gurabo, Puerto Rico. https://orcid.org/0000-0002-4764-1425

DOI:

https://doi.org/10.18046/j.estger.2019.152.3263

Palavras-chave:

autoconceito, identidade social, auto congruência

Resumo

Esta pesquisa quantitativa analisa a teoria do autoconceito e da identidade social e seu impacto nas percepções do comportamento do consumidor em Porto Rico e um selo de denominação de origem. Com 294 participantes da pesquisa e analisados por equações estruturais, apresentam-se os resultados de como o autoconceito e a identidade social geram o efeito da auto congruência, o que tem impacto na percepção das marcas nacionais e no selo da denominação de origem. Esta pesquisa gera uma grande contribuição para a lacuna de estudos sobre os selos de denominação de origem e apresenta novas evidências sobre o comportamento do consumidor por meio do estudo do autoconceito.

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