Open AccessThe image of Brazil: a quantitative study from the prespective of latin american consumers
Author(s) -
Daisy Carmen Sarzuri Ayala,
Caroline Miranda Correa,
Edgard Monforte Merlo,
Dirceu da Silva,
Sérgio Silva Braga
Publication year - 2019
Publication title -
remark - revista brasileira de marketing
Language(s) - English
Resource type - Journals
ISSN - 2177-5184
DOI - 10.5585/remark.v18i3.16366
Subject(s) - originality , latin americans , nationality , sample (material) , relevance (law) , cognition , perception , structural equation modeling , exploratory research , scale (ratio) , psychology , sociology , regional science , political science , social science , geography , computer science , qualitative research , cartography , chemistry , chromatography , immigration , neuroscience , machine learning , law
Purpose: The objective of this study is to investigate the dimensions that make up the image of Brazil, specifically in Latin America.Method: A quantitative exploratory research has been carried out through a survey with a sample of 1617 respondents of Mexican, Argentinean, Ecuadorian and Bolivian nationality. Data analysis has been performed using structural equation modeling using SmartPLS 2.0 M3 software.Originality/Relevance: The originality of this study is to evaluate the perception of Latin American for the image of Brazil since studies of this type have not yet performed. Thus, the research contributes with an interdisciplinary study whose scale and similar studies can use methodology.Results: The results of the study confirmed that the Brazilian image could be analyzed by a combination of the cognitive, affective and conative components. Since cognitive was the most strongly identified component, based principally on beliefs related to politics, people in the country, socio-environmental aspects, economy, innovation and culture in Brazil.Theoretical/Methodological Contributions: The methodology of data analysis used reinforces how much the Modeling by Structural Equations can contribute to the development of the theory related to the image of a country. As for the theoretical advance, it was possible to observe the importance of studies on the subject.Social/Management contributions: The main contribution of this study is the possibility of companies using these results in the direction of efforts in marketing campaigns and image of products for the external or internal market.