Brand origin effects during economic crisis in an emerging market

• Grant number: 21/09959-5
• Support Opportunities: Scholarships abroad - Research Internship - Doctorate
• Start date: February 01, 2022
• End date: June 30, 2022
• Field of knowledge: Applied Social Sciences - Administration - Business Administration
• Principal Investigator: Felipe Zambaldi
• Grantee: Vitor Azzari Vieira
• Supervisor: Eusebio Scornavacca Junior
• Host Institution: Escola de Administração de Empresas de São Paulo (EAESP). Fundação Getúlio Vargas (FGV). São Paulo , SP, Brazil
• Institution abroad: Arizona State University, Phoenix (ASU), United States
• Associated to the scholarship: 20/10584-3 - Domestic and foreign brands performance over the business cycles in emerging markets, BP.DR

Abstract

In the first part of the project, we estimated an econometric model using secondary and primary data from consumer package goods (CPG) brands. Our findings suggest that perceived brand foreignness is positively related to brands' market share during economic contractions. Now, in the second part of our research, we aim to investigate what drives this relation. Thus, during my interuniversity exchange at Arizona State University, we will analyze the impact of risk aversion and different product categories (durables vs. non-durable goods) on the consumer preference for foreign or domestic brands during economic contractions in an emerging market. For this, we will run a study with 2 (economic contraction vs. economic expansion) x 2 (non-durable goods vs. durable goods) between-subjects design. (AU)