La Marca de Origen en el Marketing Internacional de Latinoamérica: Caso México

Autores/as

Osiris María Echeverría Ríos
Universidad Autónoma de Coahuila
https://orcid.org/0000-0002-3390-2559

Palabras clave:

Marca de Origen, País de Origen, Imagen del País, ategorización, cerveza, México

Sinopsis

La Marca de Origen surgió como respuesta a las debilidades de la variable País de Origen, presentadas en el contexto internacional y latinoamericano. El objetivo del presente libro es analizar la variable Marca de Origen, desde sus conceptos básicos, predictores, diferencias y coincidencias con País de Origen e Imagen de Marca, y sus modelos de medición en México. En consecuencia, se realizaron distintos estudios con enfoque cualitativo y cuantitativo en el Noreste de México, aplicando un diseño no experimental, exploratorio y transversal. Se utilizaron cuestionarios y análisis de datos académicos para recopilar información en relación a las marcas de cerveza comerciales. Las técnicas estadísticas utilizadas son tablas de contingencia y análisis factorial exploratorio de componentes principales. En el análisis de los resultados los consumidores mexicanos perciben en su mayoría correctamente el País de Origen de marcas consideradas de origen nacional, tanto en la muestra de 389 personas, como en la de 55. En las tendencias etnocentristas, se favorece el proteccionismo nacional. En el modelo de categorización aplicado se reconocen las cervezas de origen nacional, con excepción de Bohemia en la muestra de 55 personas. En cambio, en el caso de las 469 personas, el desconocimiento se concentró en León y la más conocida es Corona. En conclusión, aunque la variable Marca de Origen tiene sus diferencias y coincidencias con País de Origen e Imagen de Marca, aún se tienen solo investigaciones de carácter exploratorio. Las recomendaciones incluyen la aplicación de estudios longitudinales en productos de alto involucramiento de diferentes marcas.

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Echeverría Ríos, O. M. (Ed.). (2026). La Marca de Origen en el Marketing Internacional de Latinoamérica: Caso México. Editorial Sinergy. https://doi.org/10.5281/zenodo.22019775