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Purpose This paper explores which market and product category characteristics could influence the use of foreign language brand names (i.e. whether a brand uses a foreign language versus local language brand name) in some of the largest Latin American countries. Design/methodology/approach Hypotheses are tested using 880 brands from 39 product categories and nine Latin American markets using a hierarchical logistic regression. Findings Results revealed that foreign language brand names are more likely to be used in product categories related to local infrastructure, high-tech and global community. In contrast, local language brand names are more likely to be used in product categories associated to subscriptions. Findings also suggest that Hofstede's national cultural dimensions are significant factors. Finally, the results revealed that foreign language brand names are more likely to be used in markets with a low level of foreign language proficiency. Originality/value This paper shows the importance of considering market and product category characteristics and their potential influence on local versus foreign language branding in Latin America – an ignored issue in previous research.
Pablo Farías; Luis Torres. The role of market and product category characteristics in local versus foreign language branding in Latin America. Management Decision 2021, ahead-of-p, 1 .
AMA StylePablo Farías, Luis Torres. The role of market and product category characteristics in local versus foreign language branding in Latin America. Management Decision. 2021; ahead-of-p (ahead-of-p):1.
Chicago/Turabian StylePablo Farías; Luis Torres. 2021. "The role of market and product category characteristics in local versus foreign language branding in Latin America." Management Decision ahead-of-p, no. ahead-of-p: 1.
Owing to the emerging challenges on global food security and the decade of controversies over genetically modified food (hereafter GMF), the present study aims to explore the effects of advertisement framing on health and environmental benefits, sources of perceived risk reduction, and domain-specific knowledge on the acceptance of GMF. The study conducted a quasi-experimental factorial 2 (advertisement message framing: health vs. environmental benefits) × 2 (expert endorsement: present vs. absent) between-subject design involving 300 adult participants from Pakistan. Using a multi-group structural equation model, the four conditions were assigned to each participant group (n = 75) to test the hypothesized relationships. The quasi-experiment results suggested that the advertisement messages (ad-framed) incorporated with the health and environmental benefits, as delineated by experts, can be a viable communication strategy in developing effortless cognitive cues towards GMF acceptance. The pioneer findings validate the significant efficacy of advertisement messages (ad-framed with expert opinions) in reducing perceived risk through augmented objective knowledge that activates the mechanism of favorable development of attitude and acceptance of GMF. The study findings offer strategic directions to policymakers, marketers, and food technologists in raising greater awareness and acceptance towards GMF products.
Syed Raza; Umer Zaman; Paulo Ferreira; Pablo Farías. An Experimental Evidence on Public Acceptance of Genetically Modified Food through Advertisement Framing on Health and Environmental Benefits, Objective Knowledge, and Risk Reduction. International Journal of Environmental Research and Public Health 2021, 18, 5264 .
AMA StyleSyed Raza, Umer Zaman, Paulo Ferreira, Pablo Farías. An Experimental Evidence on Public Acceptance of Genetically Modified Food through Advertisement Framing on Health and Environmental Benefits, Objective Knowledge, and Risk Reduction. International Journal of Environmental Research and Public Health. 2021; 18 (10):5264.
Chicago/Turabian StyleSyed Raza; Umer Zaman; Paulo Ferreira; Pablo Farías. 2021. "An Experimental Evidence on Public Acceptance of Genetically Modified Food through Advertisement Framing on Health and Environmental Benefits, Objective Knowledge, and Risk Reduction." International Journal of Environmental Research and Public Health 18, no. 10: 5264.
Local businesses, local brands, and brand names in the local language help to preserve the local culture of a country. Through a content analysis, this study examined the 880 most successful brands in nine Latin American markets to evaluate the prevalence of local companies, local brands, and brand names in the local language among the most successful brands in Latin America. The results showed that local companies and local brands have a low prevalence among the most successful brands in Latin America. This study also revealed that global firms do not use local brands or local-sounding brand names. In contrast, local firms use local-sounding brand names for their local brands. The results showed that the use of local brands and local-sounding brand names is higher in local companies than in global companies. The results demonstrated a low prevalence of local focus among the most successful brands in Latin America, and showed that global companies are driving this low prevalence in the region. The results also indicated that a brand having a local-sounding brand name will increase its success. Therefore, the results suggest that local companies and especially global companies should include local-language brand names in their brand portfolios.
Pablo Farías. The Local Aspect in the Successful Brands in Latin America: Empirical Evidence of Its Prevalence, the Role of Local and Global Companies, and Its Effect on Consumers. Sustainability 2021, 13, 819 .
AMA StylePablo Farías. The Local Aspect in the Successful Brands in Latin America: Empirical Evidence of Its Prevalence, the Role of Local and Global Companies, and Its Effect on Consumers. Sustainability. 2021; 13 (2):819.
Chicago/Turabian StylePablo Farías. 2021. "The Local Aspect in the Successful Brands in Latin America: Empirical Evidence of Its Prevalence, the Role of Local and Global Companies, and Its Effect on Consumers." Sustainability 13, no. 2: 819.
No studies have addressed the way the effectiveness of fear and hope advertisements differs across differently characterized individuals. The present study aims to find out in which situations related to different individual characteristics do fear and hope advertisements work as tools in generating healthy eating intention and physical activity intention. This study conducted an experiment using 283 adults from Chile. The results suggest that fear versus hope appeals in health advertisements have a more positive influence on healthy eating intention. The results suggest that the effect of fear advertisements on healthy eating intention is positively moderated by the frequency of fast food consumption and is negatively moderated by self-efficacy. The results suggest that fear versus hope appeals in health advertisements have no main effect on physical activity intention. However, the results suggest that the effect of fear advertisements on physical activity intention is positively moderated by perceived body weight and past healthy eating behavior and is negatively moderated by subjective norms. The results indicate that when making health advertising, homogenous messages are not persuasive for heterogeneous audiences. The present study results suggest that fear and hope advertisements should be delivered considering the individual characteristics identified in the present study.
Pablo Farías. The Use of Fear versus Hope in Health Advertisements: The Moderating Role of Individual Characteristics on Subsequent Health Decisions in Chile. International Journal of Environmental Research and Public Health 2020, 17, 9148 .
AMA StylePablo Farías. The Use of Fear versus Hope in Health Advertisements: The Moderating Role of Individual Characteristics on Subsequent Health Decisions in Chile. International Journal of Environmental Research and Public Health. 2020; 17 (23):9148.
Chicago/Turabian StylePablo Farías. 2020. "The Use of Fear versus Hope in Health Advertisements: The Moderating Role of Individual Characteristics on Subsequent Health Decisions in Chile." International Journal of Environmental Research and Public Health 17, no. 23: 9148.
Purpose This study identifies the factors that affect the knowledge of mortgage loans' total cost. Design/methodology/approach Empirical research utilizing a survey administered through in-home interviews was conducted. This study adopts the elaboration likelihood model (ELM) theory to analyze the influence of information shortcuts and borrowers' abilities and motivations on the knowledge of mortgage loans' total cost. Findings The results support that the use of the price–quality cue and brand credibility have negative and positive effects, respectively, on the knowledge of mortgage loans' total cost. Households' primary income earners have a higher knowledge of mortgage loans' total cost. The results also show that the household's primary income earners who are price conscious and brand nonbelievers have more knowledge of mortgage loans' total cost. Originality/value Price knowledge studies in financial services, especially in the mortgage loan industry, are scarce. Consequently, understanding the price knowledge level for mortgage loans and its potential antecedents has been insufficient.
Pablo Farías. Identifying the factors that affect the knowledge of mortgage loans' total cost. International Journal of Bank Marketing 2020, 39, 69 -84.
AMA StylePablo Farías. Identifying the factors that affect the knowledge of mortgage loans' total cost. International Journal of Bank Marketing. 2020; 39 (1):69-84.
Chicago/Turabian StylePablo Farías. 2020. "Identifying the factors that affect the knowledge of mortgage loans' total cost." International Journal of Bank Marketing 39, no. 1: 69-84.
Few studies have analyzed the mechanisms of how environmental labels influence consumers’ perception and consequent behavior. The present study puts forth specific questions of how pesticide-free products should be promoted through product labels. Data were collected via controlled experimentation. The results demonstrate that pesticide-free labels with specific information on the harmful effects of pesticides have a more positive impact on perceived value and purchase intention relative to pesticide-free labels with a general description of the harmful effects of pesticides. The results also show that the positive effects of promoting the absence of pesticides through product labels on perceived quality, perceived value, and purchase intention are stronger among individuals who are high in environmental attitude and familiarity with pesticides. Policymakers, producers, and retailers could use these findings for better decision-making.
Pablo Farías. Promoting the Absence of Pesticides through Product Labels: The Role of Showing a Specific Description of the Harmful Effects, Environmental Attitude, and Familiarity with Pesticides. Sustainability 2020, 12, 8912 .
AMA StylePablo Farías. Promoting the Absence of Pesticides through Product Labels: The Role of Showing a Specific Description of the Harmful Effects, Environmental Attitude, and Familiarity with Pesticides. Sustainability. 2020; 12 (21):8912.
Chicago/Turabian StylePablo Farías. 2020. "Promoting the Absence of Pesticides through Product Labels: The Role of Showing a Specific Description of the Harmful Effects, Environmental Attitude, and Familiarity with Pesticides." Sustainability 12, no. 21: 8912.
Politicians and analysts frequently call for stricter regulation of personal loans. Two variables that are easy to measure, and therefore easy to include in regulations and public policy, are purchase recency and purchase frequency. Politicians and analysts also regularly demand an increase in price consciousness and financial literacy among customers. This paper aims to analyze how these four factors work together to generate perceived and actual knowledge of the personal loans' total costs. An empirical study employing a survey administered through personal in-home interviews was carried out. This paper shows how perceived and actual knowledge of personal loans' total costs are affected differently by these four factors. The results are discussed, and implications for regulators, managers, and researchers are presented.
Pablo Farías. Determinants of knowledge of personal loans' total costs: How price consciousness, financial literacy, purchase recency and frequency work together. Journal of Business Research 2019, 102, 212 -219.
AMA StylePablo Farías. Determinants of knowledge of personal loans' total costs: How price consciousness, financial literacy, purchase recency and frequency work together. Journal of Business Research. 2019; 102 ():212-219.
Chicago/Turabian StylePablo Farías. 2019. "Determinants of knowledge of personal loans' total costs: How price consciousness, financial literacy, purchase recency and frequency work together." Journal of Business Research 102, no. : 212-219.
Guideline Daily Amount (GDA) and nutrition tables are the most used front-of-pack (FOP) nutrition labeling schemes in the world; however, they are hard to process considering the nutritional knowledge, effort, and time needed for interpretation. Consumers spend little time and effort evaluating food products. Consumers are selective, and FOP nutrition labeling schemes should be too. Recent studies have shown that warning messages—a new FOP nutrition labeling scheme—improves consumers’ ability to correctly identify less-healthy products. This study proposes that warning messages are also easier to process. Using eye-tracking, this study demonstrates that warning messages require less processing effort and time than GDA and nutrition tables. This study also shows that females process warning messages easier than males. Additionally, this study found no significant differences between physically active and inactive consumers in their processing of warning messages. The results are robust across product categories and brands.
Manuel Alonso-Dos-Santos; René Quilodrán Ulloa; Álvaro Salgado Quintana; Diego Vigueras Quijada; Pablo Farías Nazel. Nutrition Labeling Schemes and the Time and Effort of Consumer Processing. Sustainability 2019, 11, 1079 .
AMA StyleManuel Alonso-Dos-Santos, René Quilodrán Ulloa, Álvaro Salgado Quintana, Diego Vigueras Quijada, Pablo Farías Nazel. Nutrition Labeling Schemes and the Time and Effort of Consumer Processing. Sustainability. 2019; 11 (4):1079.
Chicago/Turabian StyleManuel Alonso-Dos-Santos; René Quilodrán Ulloa; Álvaro Salgado Quintana; Diego Vigueras Quijada; Pablo Farías Nazel. 2019. "Nutrition Labeling Schemes and the Time and Effort of Consumer Processing." Sustainability 11, no. 4: 1079.
The factors that influence electronic word-of-mouth (eWOM) in social networking sites (SNSs) in Latin American countries still need to be understood. This paper looks at factors included by prior research, as well as two new factors that have the power to influence eWOM in SNSs in the region. The study is conducted in Chile, a country which already has high Internet and SNSs penetration rates and Hofstede's scores close to the average for Latin America. The results show that tie strength, normative influence, informational influence, self-presentation, and voluntary self-disclosure are all positively directly associated with eWOM in SNSs. The results also show that homophily exerts a positive indirect influence on eWOM through the mediators of tie strength, normative influence, informational influence, and self-presentation. Additionally, the results show that trust exerts a positive indirect influence on eWOM through the mediators of tie strength, normative influence, and voluntary self-disclosure.
Pablo Farías. Identifying the factors that influence eWOM in SNSs: the case of Chile. International Journal of Advertising 2017, 36, 852 -869.
AMA StylePablo Farías. Identifying the factors that influence eWOM in SNSs: the case of Chile. International Journal of Advertising. 2017; 36 (6):852-869.
Chicago/Turabian StylePablo Farías. 2017. "Identifying the factors that influence eWOM in SNSs: the case of Chile." International Journal of Advertising 36, no. 6: 852-869.
RESUMEN Este estudio tiene como objetivo identificar los atributos más importantes que el consumidor limeño utiliza en el proceso de elección del vino. Adicionalmente, se busca identificar diferencias entre segmentos en estas preferencias. La metodología consiste en una encuesta a consumidores de vino usando el método de máximas diferencias. El estudio es único en América Latina, donde existe una brecha importante en el mercado del vino y donde el método de máximas diferencias es inexplorado por administradores e investigadores. Los resultados muestran que los atributos más importantes se relacionan con la experiencia previa del consumidor con el vino, el maridaje y las recomendaciones. Este artículo presenta las implicancias para los administradores sobre sus estrategias de marketing a nivel de Lima, generaciones etarias, estratos socioeconómicos y género.
Pablo Farías; Bruno Fistrovic. LAS PREFERENCIAS DEL CONSUMIDOR USANDO EL MÉTODO DE MÁXIMAS DIFERENCIAS. Revista de Administração de Empresas 2016, 56, 138 -151.
AMA StylePablo Farías, Bruno Fistrovic. LAS PREFERENCIAS DEL CONSUMIDOR USANDO EL MÉTODO DE MÁXIMAS DIFERENCIAS. Revista de Administração de Empresas. 2016; 56 (2):138-151.
Chicago/Turabian StylePablo Farías; Bruno Fistrovic. 2016. "LAS PREFERENCIAS DEL CONSUMIDOR USANDO EL MÉTODO DE MÁXIMAS DIFERENCIAS." Revista de Administração de Empresas 56, no. 2: 138-151.
Pese al rol central que tienen las distancias culturales en las ciencias sociales, la literatura es sorprendentemente escasa en la medición cuantitativa y representación gráfica de este concepto en América Latina. El presente estudio aborda esta cuestión al mostrar un índice de distancia cultural usando las nueve dimensiones culturales medidas por House et al. (2004) para diez países latinoamericanos: Argentina, Bolivia, Brasil, Colombia, Costa Rica, Ecuador, El Salvador, Guatemala, México y Venezuela. También se representa gráficamente las distancias culturales calculadas. La relevancia de esta investigación radica en la posibilidad de incorporar indicadores culturales que permiten la comparación de la situación actual y perspectivas en América Latina. Con el propósito de ilustrar las implicancias de este estudio, se analiza el caso de las distancias culturales de México con los otros nueve países latinoamericanos.
Pablo Farías. Medición y representación gráfica de las distancias culturales entre países latinoamericanos. Convergencia Revista de Ciencias Sociales 2016, 1 .
AMA StylePablo Farías. Medición y representación gráfica de las distancias culturales entre países latinoamericanos. Convergencia Revista de Ciencias Sociales. 2016; (70):1.
Chicago/Turabian StylePablo Farías. 2016. "Medición y representación gráfica de las distancias culturales entre países latinoamericanos." Convergencia Revista de Ciencias Sociales , no. 70: 1.
Social capital plays an important role in generating word of mouth, in C2C interactions within brand communities, as well as within brand service channels that provide after-sales support via peer-to-peer problem solving communities. Ellison et al. (2007) suggest that intense Facebook use is closely related to the formation and maintenance of social capital. Ellison et al. (2007) only examined Facebook users at one university in the U.S., and there may be differences across cultures that they were not able to capture. This article seeks to examine the effectiveness of Facebook use on the formation and maintenance of social capital in Latin America. The results suggest that Facebook intensity is less effective in the formation and maintenance of social capital for Latin American students than U.S. students.
Pedro Hidalgo; Pablo Farías. Use of Facebook and the Formation and Maintenance of Social Capital: Evidence from Latin America. Developments in Marketing Science: Proceedings of the Academy of Marketing Science 2016, 701 -710.
AMA StylePedro Hidalgo, Pablo Farías. Use of Facebook and the Formation and Maintenance of Social Capital: Evidence from Latin America. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. 2016; ():701-710.
Chicago/Turabian StylePedro Hidalgo; Pablo Farías. 2016. "Use of Facebook and the Formation and Maintenance of Social Capital: Evidence from Latin America." Developments in Marketing Science: Proceedings of the Academy of Marketing Science , no. : 701-710.
Authors from several disciplines—decision sciences, management, marketing, behavioral economics—have documented the existence of anomalies to the standard rational model of human behavior. Among several anomalies, the endowment effect has found substantive support in previous research. Few studies have explored the endowment effect in developing countries. This study reports the results of an experiment conducted in Chile to empirically analyze the endowment effect in an experimental setting. The results support the hypothesis that endowment effects are also applicable to Chilean and Latin American consumers, adding to the growing evidence in favor of quasi-rational models of consumer behavior. Implications for marketing, management and policy-making practices are briefly presented.
Enrique Manzur; Sergio Olavarrieta; Pedro Hidalgo; Pablo Farías. Endowment Effect in Latin America: Empirical Evidence and Implications. Developments in Marketing Science: Proceedings of the Academy of Marketing Science 2016, 481 -481.
AMA StyleEnrique Manzur, Sergio Olavarrieta, Pedro Hidalgo, Pablo Farías. Endowment Effect in Latin America: Empirical Evidence and Implications. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. 2016; ():481-481.
Chicago/Turabian StyleEnrique Manzur; Sergio Olavarrieta; Pedro Hidalgo; Pablo Farías. 2016. "Endowment Effect in Latin America: Empirical Evidence and Implications." Developments in Marketing Science: Proceedings of the Academy of Marketing Science , no. : 481-481.
The purpose of this paper is to address the issue of the implementation of global and local brands in Latin America by drawing on contingency theory to develop and test hypotheses relating to how product category characteristics affect the success of global and local brands in the region. Hypotheses are tested using data obtained from top brands rankings reported in five Latin American markets (Argentina, Brazil, the Caribbean and Central America, Chile and Mexico). The study design considers estimating a logistic regression on a binomial dependent variable measuring whether 475 top brands are global or local brands, with product category characteristics as independent variables. Results reveal that product categories related to subscriptions, local tastes, high-tech, and global citizenship do have an impact on the success of global and local brands in Latin America.
Pablo Farías. DETERMINANTS OF THE SUCCESS OF GLOBAL AND LOCAL BRANDS IN LATIN AMERICA. Revista de Administração de Empresas 2015, 55, 539 -550.
AMA StylePablo Farías. DETERMINANTS OF THE SUCCESS OF GLOBAL AND LOCAL BRANDS IN LATIN AMERICA. Revista de Administração de Empresas. 2015; 55 (5):539-550.
Chicago/Turabian StylePablo Farías. 2015. "DETERMINANTS OF THE SUCCESS OF GLOBAL AND LOCAL BRANDS IN LATIN AMERICA." Revista de Administração de Empresas 55, no. 5: 539-550.
Enrique Manzur; Sergio Olavarrieta; Pedro Hidalgo‐Campos; Pablo Farías. Store price promotion strategies: an empirical study from Chile. Academia Revista Latinoamericana de Administración 2013, 26, 356 -372.
AMA StyleEnrique Manzur, Sergio Olavarrieta, Pedro Hidalgo‐Campos, Pablo Farías. Store price promotion strategies: an empirical study from Chile. Academia Revista Latinoamericana de Administración. 2013; 26 (3):356-372.
Chicago/Turabian StyleEnrique Manzur; Sergio Olavarrieta; Pedro Hidalgo‐Campos; Pablo Farías. 2013. "Store price promotion strategies: an empirical study from Chile." Academia Revista Latinoamericana de Administración 26, no. 3: 356-372.
Retailers compete against national manufacturers by launching store brands. National manufactures regularly use brand promotions to fight store brands back. The purpose of this article is to find out whether attitudes toward national brand promotions and store brands have similar or different conceptual antecedents. The study presents and tests a model of the effects of shoppers´ characteristics (price and non-price-related) on attitudes toward store brand and national brand promotions. The results support that constructs relating to price impact both store brand attitude and national brand promotion attitude, but the strength of some of these relationships differ. Other shopper characteristics like brand loyalty and store loyalty, have similar negative and positive effects, respectively. These slight differences suggest that promotions of national brands might be a good tool for fighting back store brands, but manufacturers need to design and target these promotions carefully in order to avoid head-to-head competition.
Enrique Manzur; Sergio Olavarrieta; Pedro Hidalgo; Pablo Farías; Rodrigo Uribe. Store brand and national brand promotion attitudes antecedents. Journal of Business Research 2011, 64, 286 -291.
AMA StyleEnrique Manzur, Sergio Olavarrieta, Pedro Hidalgo, Pablo Farías, Rodrigo Uribe. Store brand and national brand promotion attitudes antecedents. Journal of Business Research. 2011; 64 (3):286-291.
Chicago/Turabian StyleEnrique Manzur; Sergio Olavarrieta; Pedro Hidalgo; Pablo Farías; Rodrigo Uribe. 2011. "Store brand and national brand promotion attitudes antecedents." Journal of Business Research 64, no. 3: 286-291.