¿Condiciona la imagen del país nuestras compras? Análisis clúster desde la perspectiva ciudadana

José A. Pedraza-Rodríguez; María Elizabeth Arteaga García; Julia Núñez-Tabales

doi:10.4185/rlcs-2026-2529

Authors

José A. Pedraza-Rodríguez University of Córdoba https://orcid.org/0000-0001-8845-2666
María Elizabeth Arteaga García Universidad San Gregorio de Portoviejo https://orcid.org/0000-0001-9156-6525
Julia Núñez-Tabales University of Córdoba https://orcid.org/0000-0001-6597-6029

DOI:

https://doi.org/10.4185/rlcs-2026-2529

Keywords:

country image, segmentation, national brand valuation, citizen profiles, brand Ecuador

Abstract

Introduction: This study explores how the internal perception of a country’s image influences citizens' preferences for domestic brands, especially in an increasingly challenging global context for emerging economies. Methodology: Using a structured survey of 823 people and a two-step cluster analysis, four sociodemographic segments were identified, each with distinct patterns in evaluating physical, cultural, emotional, technological, economic, and political aspects. Results: The findings show that the emotional dimension (linked to attributes like national pride, sense of belonging, or nostalgia) and the cultural dimension (tied to elements such as national identity, traditions, and customs) have the strongest connection and influence on consumer preferences for domestic brands, especially among lower-income groups. Meanwhile, more economically stable groups value attributes like quality (excellence, reliability, and superiority of national products) and the country’s development (modern, stable, innovative, and growing). Discussion: These results confirm that a country’s image is not uniform and should be approached from a segmented perspective, considering both consumption patterns and identity. Conclusions: This study makes an original contribution to the country-branding debate by examining citizens' perceptions, integrating theory, methodology, and socioeconomic impact. The findings are relevant for government strategies in developing national brands, helping create targeted campaigns aligned with each group’s values and expectations without undermining corporate strategies.

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Author Biographies

José A. Pedraza-Rodríguez, University of Córdoba

José Antonio Pedraza Rodríguez holds a PhD from the University of Córdoba. His research focuses on economic and social studies related to innovation and knowledge transfer. Another of his lines of research focuses on the governance and organization of knowledge transfer and innovation, being part of the team executing the project Knowledge transfer and gender: Processes of inequality between women and men at the interface between science, economy and society (Ref. PID2022- 137635OB-I00), funded by the State Research Agency. Currently, she is responsible for the research group on social and economic innovation and knowledge transfer and the associated unit CSIC-UCO “Social and economic innovation and knowledge transfer - ITC”.

María Elizabeth Arteaga García, Universidad San Gregorio de Portoviejo

María Elizabeth Arteaga García is a doctoral candidate at the University of Córdoba. Her lines of research focus on the analysis of the development and sustainability of SMEs in dynamic economic contexts, the impact of governance, institutional transparency and vulnerable groups in public administration and phenomena such as inflation. She also researches strategic positioning through the Country Brand and its relationship with internal consumer preferences, brand value and self-image, foreign trade and international projection of local entrepreneurship. She is part of the CREIA network in Colombia, in a team that promotes research and application of artificial intelligence in the classroom, the REMCI-Ecuador network. Director of the research project “La internacionalización del sombrero de paja toquilla de Ecuador” (The internationalization of the Ecuadorian toquilla straw hat), completed in 2024. Currently, she is responsible for the Economics career.

Julia Núñez-Tabales, University of Córdoba

Julia Margarita Núñez-Tabales holds a PhD from the University of Cordoba (Spain) and is a Professor in the Department of Statistics and Business at the same university. She has more than 25 years of teaching experience in the field of Business Organization. Her lines of research focus, among other topics, on country brand management, corporate social responsibility, sustainable community tourism and credit rating risk divergence. She is the author of more than 60 articles published in prestigious journals such as Journal of Business Ethics, Leisure Sciences, Current Issues in Tourism, Tourism Economics and Discover Sustainability, among others. She has also participated as a speaker at numerous international conferences.

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