National own-brands of notebooks for low-income consumers: the influence of co-branding strategy with Intel and the country of origin effect.

• Grant number: 12/08017-7
• Support Opportunities: Scholarships in Brazil - Master
• Start date: August 01, 2012
• End date: December 31, 2013
• Field of knowledge: Applied Social Sciences - Administration
• Principal Investigator: Mateus Canniatti Ponchio
• Grantee: Rafaela Almeida Cordeiro
• Host Institution: Escola Superior de Propaganda e Marketing (ESPM). São Paulo , SP, Brazil

Abstract

This project is to analyze the influence of co-branding strategies for national own-brands of notebooks and country of origin effect in choosing this product for low-income consumers. In the study, co-branding strategy is treated as a partnership between Brazilian brands of notebooks and Intel ® microprocessor manufacturer, the country of origin effect is investigated by global brands to choose from knowledge of the country of origin. It starts with the assumption that consumers prefer machines equipped with Intel ® - regardless of brand - that global brand notebooks with processors from other manufacturers. This is an exploratory-conclusive study, with focus groups in the qualitative phase, and with the experiment as a method of gathering information on the quantitative phase. The work aims to contribute to the literature of consumer behavior by seeking to understand the influence of the strategy of co-branding on consumer preference for low-income, taking into account the moderating effect of country of origin, comparing brands and national brands global notebook, and suggest strategies for Brazilian companies to form strong brands and competitive in the face of global brands.