The role of country-affect in shaping purchase intentions: a DEMATEL analysis of organizational buyers

• Ano de defesa: 2025
• Autor(a) principal: Cruzeta, Igor Jordão
• Orientador(a): Gabriel, Marcelo Luiz Dias da Silva
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: eng
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado em Administração em Gestão Internacional
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: país de origem; country-affect; marketing b2b; comportamento do consumidor b2; dematel
• Palavras-chave em Inglês: country-of-origin; country-affect; b2b marketing; b2b consumer behavior; dematel
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.espm.br/handle/tede/830

Understanding the drivers behind organizational buyers' decisions is crucial for achieving international success in an increasingly globalized market. While the influence of the countryof-origin (COO) has been extensively studied in consumer markets (B2C), its application to business-to-business (B2B) purchasing contexts remains underexplored. Traditionally, organizational buyers are considered rational decision-makers who prioritize cost, quality, and performance. However, emotional elements, such as country affect—a dimension of COO reflecting emotional responses toward a country—are less understood. This study investigates how country affect, alongside the cognitive country image, influence purchase intentions in the Latin American automotive aftermarket, focusing specifically on organizational buyers from emerging economies. The research explores how positive and negative emotional perceptions (country affect) shape preferences for Brazilian automotive aftermarket products. It examines the interplay between country affect and cognitive evaluations of country and product image. This study uses the decision-making trial and evaluation laboratory (DEMATEL) methodology to map causal relationships among countries affect, overall country image, and product image. Data were collected from 15 industry experts across Latin America with decision-making authority in the automotive aftermarket sector. The DEMATEL methodology facilitated the development of a visual causal map, illustrating the interdependencies among these constructs. The findings reveal that favorable country affect significantly enhances purchase intentions, whereas hostile country affect seems irrelevant. Additionally, overall country image strongly influences product image, subsequently impacting purchase intentions. Interestingly, the influence of negative country affect was less pronounced, suggesting that in high-stakes B2B environments, buyers may mitigate emotional biases with rational evaluations. These results challenge the traditional view of B2B purchasing as purely rational, highlighting the need for marketers to incorporate emotional and symbolic cues into their strategies. Practical implications include leveraging favorable cultural, historical, and metaphorical associations with Brazil to strengthen its position as a supplier in the competitive automotive sector. Tailored communication strategies addressing buyer behavior's emotional and rational dimensions are crucial. This study contributes to the COO literature by extending its application to B2B contexts and introducing emotional dimensions previously confined to B2C studies. The DEMATEL provides a robust framework for analyzing the complex interrelations between the cognitive and affective factors in purchasing decisions. In conclusion, this research fills a critical gap in the COO literature by demonstrating how emotional and mental factors coexist in shaping B2B purchase intentions. It challenges the traditional paradigms of rational decision-making in organizational buying, offering new perspectives on buyer behavior in emerging markets. Future studies could explore these dynamics in other sectors and regions, further validating the findings and expanding the theoretical framework. By integrating emotional and rational considerations, companies can create more effective strategies for fostering trust, building emotional resonance, and sustaining long-term relationships with organizational buyers.