La confianza, la intenci¢n de compra, la reputaci¢n y las emociones en la relaci¢n del consumidor con la marca. Aplicaci¢n al caso de la marca ?Mundo Maya-M‚xico? Trust, buying intention, reputation and emotions in the consumer-brand relationship. Application to the brand ?Mundo Maya-M‚xico?.

Cada destino tur¡stico es una marca que puede elegir el consumidor (turista) a la hora de viajar. Este trabajo examina, a trav‚s de un modelo causal que contrastamos emp¡ricamente para el caso de Mundo Maya-M‚xico, el papel que desempe¤a la reputaci¢n, las emociones y la confianza en la intenci¢n de compra de los consumidores de un destino tur¡stico. Desarrollamos un marco te¢rico multidisciplinar con aportaciones de la teor¡a de se¤ales, las teor¡as de emociones y del marketing de relaciones. Se ha realizado una encuesta personal a consumidores que acuden a las agencias de viajes. Los resultados obtenidos corroboran la mayor¡a de nuestras hip¢tesis y arrojan resultados interesantes: tanto la reputaci¢n de una buena gesti¢n y alta notoriedad del destino como el agrado y la confianza del consumidor respecto del destino resultan determinantes de la intenci¢n del turista de ir a un destino tur¡stico. Each tourist destination is a brand the consumer can choose at the moment of travelling. This work analyzes, through a causal model empirically tested for the case of Mundo Maya-M‚xico, the paper that reputation, emotions and trust play in the consumer?s intention to go to a tourist destination. A multidisciplinary theoretical frame is developed with contributions of the signalling theory, emotions theories and relationship marketing. A face-to-face survey was carried out with consumers in travel agencies. Results confirm most of the proposed hypotheses and show interesting results: a reputation of a good management and high awareness of the tourist destination and consumer pleasure and trust in the destination reveal as antecedents of consumer intention to go to a certain tourist destination.Confianza, intenci¢n de compra, reputaci¢n, emociones, destino tur¡stico. Trust, buying intention, reputation, emotions, tourist destination.

The purchase of foreign products: The role of firm?s country-of-origin reputation, consumer ethnocentrism, animosity and trust.

Consumer purchasing decisions relating to foreign products are influenced by economic, psychological and sociological factors. This multidisciplinary research attempts to relate such scarcely studied variables as ethnocentrism and animosity to concepts taken from the Relationship Marketing approach and Signalling Theory (trust and reputation, respectively). Structural equation modelling was used to analyse the data collected from 202 personal interviews carried out in a Spanish city. The results show that a firm?s reputation and consumer trust are needed to establish business relationships involving consumers and firms from different countries, whereas animosity can reinforce consumer ethnocentrism, decrease intentions to buy foreign products and reduce trust in foreign companies.Ethnocentrism, animosity, reputation, purchase intentions, trust, foreign products.