Percepção de qualidade e decisão de compra na marca Vinhos de Coahuila
DOI:
https://doi.org/10.35588/dwebnt44Palavras-chave:
consumidor, marca de origem, equação estrutural, indústria, viticulturaResumo
O artigo analisa como a percepção de qualidade da marca Vinhos de Coahuila influencia a intenção de compra e o senso de pertencimento dos consumidores locais em Saltillo. Utilizando uma abordagem de Modelo de Equações Estruturais (SEM) com dados de 168 entrevistados, constatou-se que o nível socioeconômico tem uma influência moderada, enquanto fatores como hedonismo e personalidade impactam fortemente na percepção de qualidade. Além disso, os atributos intrínsecos e extrínsecos do vinho fortalecem a valorização da marca, aumentando tanto a intenção de compra quanto o senso de pertencimento à marca.
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