Impact of psychological barriers and country image on brand purchase intentions in Panama
DOI:
https://doi.org/10.56880/experior52.7Keywords:
psychic distance, country image, purchase intention, product category, consumer behavior-PanamaAbstract
This research analyzed the influence of psychological barriers and country image on the purchase intention of global brand products among urban consumers in Panama City. A mixed-methods approach with an exploratory-descriptive scope was adopted, using a sample of 186 consumers. A structured questionnaire with validated scales for country image, psychological distance, and purchase intention was administered. The results showed that Germany leads in country image (6.06) but is perceived as culturally distant (2.64); Spain is the closest country (4.70) with a moderate image (4.95); and purchase intention varies by category: Germany also leads in automobiles (5.74), South Korea in electronics (5.81), and Spain in fashion (5.64). The study concludes that there is no single rule regarding which factor weighs most heavily on purchase intention; rather, the relative influence of COO and PD depends on the product category, the country of origin, and practical factors such as warranties and price. The study fills a knowledge gap in the Panamanian context and lays the foundation for future explanatory research.
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