Sinergias entre los atributos del producto y la familiaridad con su origen. Efectos sobre la imagen percibida

Abstract

Although consumers’ evaluation of a product's attributes largely determines its perceived image, other factors may strengthen the perception of attributes and, therefore, their effect on the product's image. Specifically, this study examined a factor little treated in the literature, familiarity with the product, adding the particular feature that the product analyzed has a well-known origin and is a low involvement product. In particular, this study analyzes which product attributes interact with familiarity and have a greater impact on its perceived image. With this aim, a sample of consumers of distinct nationalities is used to examine differences in perceptions. Our results indicate that familiarity directly influences the perceived image of the product in all samples, although the existence of a moderating effect of this variable depends on the consumer's nationality.