2010 Vol. 3, N°1

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2010, Vol. 3, N 1, Pp 1

EDITORIAL

José I. Rojas-Méndez.

A través de la corta vida que tiene Multidisciplinary Business Review, se ha visto un creciente interés de publicar diversos estudios parte de investigadores de la región Iberoamericana. Sin duda esto refleja el posicionamiento que ha ido alcanzando nuestra revista. En este nuevo número presentamos cuatro artículos de investigadores Latinoamericanos. En el primero de ellos Wentrup, Castaño, Ayala y Quintanilla exploran a través de encuestas en línea el efecto

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2010, Vol. 3, N 1, Pp 6-19

Do I believe in this brand? The moderating effect of culture on brand credibility.

Sebastian Wentrup, Raquel Castaño, Edgardo Ayala y Claudia Quintanilla.

Abstract.
Previous research has shown the positive effect of enhanced brand credibility on product choice. However, there is substantial need to extend research efforts and test the validity of the existing conceptual models in different cultural settings. Accordingly, the  purpose  of  this  investigation  is to examine

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2010, Vol. 3, N 1, Pp 20-32

El efecto del país de origen en la intención de compra: Un modelo multidimensional.

Juan Carlos Sosa V. y Milagros Ortiz de Jesús.

Abstract.
Even though the country of origin effect has been extensively researched, the factors influencing it have not been deeply studied. This research considered whether ethnocentrism,patriotism, and internationalism influence the country of origin effect or the perception held towards a product, based on the country where the product was made.

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2010, Vol. 3, N 1, Pp 33-49

Exploring the country-of-origin indicators across product categories: The case of Mexico and Chile.

Sindy Chapa y Angela Hausman.

Abstract.
This study analyzed variables affecting the Country of Origin effect (COO) and its influence on intention to purchase across different categories of products. Extensive research on country-of-origin suggests it is pervasive, yet there is substantial variation across products and cultures. Due to these differences,

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2010, Vol. 3, N 1, Pp 50-63

Mercadeo Social como una nueva herramienta de responsabilidad social corporativa: El caso de alfabetización en Costa Rica.

Michael D. Metzger, Maureen E. Metzger y John Ickis.

Abstract.
The private sector has been increasingly called upon to participate in addressing societal problems in emerging markets normally confronted by governments and NGOs. Corporations have responded, in part, with the creation of corporate social responsibility programs for which marketing has become an important tool.

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