O Efeito País de Origem e a Influência do Fortalecimento das Expectativas do Consumidor Sobre a Qualidade Percebida e a Sua Intenção de Compra

The research aimed to analyze the influence of strengthening consumer expectations on the country-of - -origin effect on the perceived quality and its intention to purchase. By means experimental research, which comprised 198 participants, divided into six subgroups, we analyzed the effect generated by the positive and negative stereotypes of the country-of-origin on the perceived quality and purchase intent of a product (energy drink). After that, we proceeded to the analysis of strengthening of consumer expectations capacity on these effects. The results show the importance of the stereotype of the country of origin on consumer perception of the perceived quality of the product and of its intention to purchase. It was found that the positive stereotype of the country was able to promote a significant difference both two constructs (perceived quality and purchase intent). By comparing the control group results with the group that received the information that it was a product whose origin was the United States (positive stereotype), the latter showed higher means.