Culture as a dimension of country brand: highs and lows of Brazil’s brand image
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://tmstudies.net/index.php/ectms/article/view/986 |
Resumo: | A country’s international recognition represents a significant aspect of its country branding and destination branding. Therefore, the aim of this paper is to explore ‘culture’ as a dimension of the country brand, particularly by analysing the case of Brazil in England. Using a focus group and thematic analysis, the study shows that Brazil is perceived as having a ‘diverse and positive culture’. Considering the English participants’ awareness of the country, the most prevalent themes were ‘football’, ‘Carnival,’ ‘Rio’ and ‘music.’ Furthermore, the most indicative of Brazil’s unique cultural associations were ‘flip-flops,’ ‘Amazon,’ ‘carnival parades,’ ‘Brazil nuts’, and ‘Brazilian native indigenous’. While the most positive associations were ‘carnival,’ ‘music,’ ‘indigenous tribes’ and ‘films’; the most negative associations were ‘social inequality,’ ‘poverty,’ ‘corruption,’ ‘political problems’ and ‘crime.’ Nevertheless, Brazil’s brand image is somewhat recognized more favourable than unfavourable by these English participants. This study can enhance country brand campaigns to refine their strategies for attracting business, investment, and tourism. |
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Culture as a dimension of country brand: highs and lows of Brazil’s brand imagecountry brandculturecountry brandingdestination brandingBrazil’s brand image.A country’s international recognition represents a significant aspect of its country branding and destination branding. Therefore, the aim of this paper is to explore ‘culture’ as a dimension of the country brand, particularly by analysing the case of Brazil in England. Using a focus group and thematic analysis, the study shows that Brazil is perceived as having a ‘diverse and positive culture’. Considering the English participants’ awareness of the country, the most prevalent themes were ‘football’, ‘Carnival,’ ‘Rio’ and ‘music.’ Furthermore, the most indicative of Brazil’s unique cultural associations were ‘flip-flops,’ ‘Amazon,’ ‘carnival parades,’ ‘Brazil nuts’, and ‘Brazilian native indigenous’. While the most positive associations were ‘carnival,’ ‘music,’ ‘indigenous tribes’ and ‘films’; the most negative associations were ‘social inequality,’ ‘poverty,’ ‘corruption,’ ‘political problems’ and ‘crime.’ Nevertheless, Brazil’s brand image is somewhat recognized more favourable than unfavourable by these English participants. This study can enhance country brand campaigns to refine their strategies for attracting business, investment, and tourism.University of Algarve2018-01-31info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://tmstudies.net/index.php/ectms/article/view/986Revista Encontros Científicos - Tourism & Management Studies; v. 14 n. 1 (2018); 117-127Tourism & Management Studies; Vol. 14 N.º 1 (2018); 117-127Tourism & Management Studies; Vol. 14 No. 1 (2018); 117-127Revista Encontros Científicos - Tourism & Management Studies; Vol. 14 Núm. 1 (2018); 117-1272182-8466reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttps://tmstudies.net/index.php/ectms/article/view/986https://tmstudies.net/index.php/ectms/article/view/986/2325Copyright (c) 2017 Tourism & Management Studiesinfo:eu-repo/semantics/openAccessMariutti, Fabiana GondimMedeiros, Mirna2024-01-17T15:29:24Zoai:ojs.pkp.sfu.ca:article/986Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T00:56:27.003033Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Culture as a dimension of country brand: highs and lows of Brazil’s brand image |
title |
Culture as a dimension of country brand: highs and lows of Brazil’s brand image |
spellingShingle |
Culture as a dimension of country brand: highs and lows of Brazil’s brand image Mariutti, Fabiana Gondim country brand culture country branding destination branding Brazil’s brand image. |
title_short |
Culture as a dimension of country brand: highs and lows of Brazil’s brand image |
title_full |
Culture as a dimension of country brand: highs and lows of Brazil’s brand image |
title_fullStr |
Culture as a dimension of country brand: highs and lows of Brazil’s brand image |
title_full_unstemmed |
Culture as a dimension of country brand: highs and lows of Brazil’s brand image |
title_sort |
Culture as a dimension of country brand: highs and lows of Brazil’s brand image |
author |
Mariutti, Fabiana Gondim |
author_facet |
Mariutti, Fabiana Gondim Medeiros, Mirna |
author_role |
author |
author2 |
Medeiros, Mirna |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Mariutti, Fabiana Gondim Medeiros, Mirna |
dc.subject.por.fl_str_mv |
country brand culture country branding destination branding Brazil’s brand image. |
topic |
country brand culture country branding destination branding Brazil’s brand image. |
description |
A country’s international recognition represents a significant aspect of its country branding and destination branding. Therefore, the aim of this paper is to explore ‘culture’ as a dimension of the country brand, particularly by analysing the case of Brazil in England. Using a focus group and thematic analysis, the study shows that Brazil is perceived as having a ‘diverse and positive culture’. Considering the English participants’ awareness of the country, the most prevalent themes were ‘football’, ‘Carnival,’ ‘Rio’ and ‘music.’ Furthermore, the most indicative of Brazil’s unique cultural associations were ‘flip-flops,’ ‘Amazon,’ ‘carnival parades,’ ‘Brazil nuts’, and ‘Brazilian native indigenous’. While the most positive associations were ‘carnival,’ ‘music,’ ‘indigenous tribes’ and ‘films’; the most negative associations were ‘social inequality,’ ‘poverty,’ ‘corruption,’ ‘political problems’ and ‘crime.’ Nevertheless, Brazil’s brand image is somewhat recognized more favourable than unfavourable by these English participants. This study can enhance country brand campaigns to refine their strategies for attracting business, investment, and tourism. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-01-31 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://tmstudies.net/index.php/ectms/article/view/986 |
url |
https://tmstudies.net/index.php/ectms/article/view/986 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://tmstudies.net/index.php/ectms/article/view/986 https://tmstudies.net/index.php/ectms/article/view/986/2325 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2017 Tourism & Management Studies info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2017 Tourism & Management Studies |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
University of Algarve |
publisher.none.fl_str_mv |
University of Algarve |
dc.source.none.fl_str_mv |
Revista Encontros Científicos - Tourism & Management Studies; v. 14 n. 1 (2018); 117-127 Tourism & Management Studies; Vol. 14 N.º 1 (2018); 117-127 Tourism & Management Studies; Vol. 14 No. 1 (2018); 117-127 Revista Encontros Científicos - Tourism & Management Studies; Vol. 14 Núm. 1 (2018); 117-127 2182-8466 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
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1799136449306558464 |