Resumen

DALMORO, Marlon  y  ROSSI, Carlos. Beyond the made in…: an exploratory analysis of the theories about buyer behavior of imported products. Rev. Portuguesa e Brasileira de Gestão [online]. 2010, vol.9, n.3, pp.2-10. ISSN 1645-4464.

This article aims to analyze marketing theories that turn on buyer behavior of imported products and to propose a theoretical scope extension through an integration of existing theories. For this, a qualitative approach through bibliographic research was adopted. It is observed that theories about buyer behavior of imported products have different locus, while some theoretical constructs are related with the country of origin, others are linked with the receiving country. The first one is formed by Country-of-Origin Theory and Type of Product and highlight that consumers evaluate imported products according to their country of origin. Another is formed by the Domestic Country Bias and Consumer Ethnocentrism and delineates a consumer predisposition for national products. An integrated analysis is presented, and duality between country of origin and receiving country is moderated by cultural distance.

Palabras clave : Buyer Behavior of Import Products; Cultural Distance; International Marketing; Theory Integration.

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