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This paper aims to identify and evaluate marketing actions that moderate the effects generated by the negative country of origin stereotype on the evaluation of products. We analyze the roles of the celebrity endorsement and the positive retailer image in the relationship between negative country of origin stereotype, quality perception, purchase intent and willingness to pay. The methodology used is a quasi-experiment, as a perfume demo product. We found that marketing actions can play a role in mitigating the negative effects generated by the country of origin stereotype of a particular product.  Key words: country of origin effect, consumer, marketing.

Estereótipo negativo do país de origem e intenções e percepções do consumidor: o efeito moderador das ações de marketing