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

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.