A IMAGEM DO BRASIL: UM ESTUDO QUANTITATIVO A PARTIR DA PERSPECTIVA DE CONSUMIDORES LATINO-AMERICANOS

Detalhes bibliográficos
Autor(a) principal: Ayala, Daisy Carmen Sarzuri
Data de Publicação: 2019
Outros Autores: Correa, Caroline Miranda, Merlo, Edgard Monforte, Silva, Dirceu da, Braga Junior, Sergio Silva
Tipo de documento: Artigo
Idioma: eng
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/16366
Resumo: 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.
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spelling A IMAGEM DO BRASIL: UM ESTUDO QUANTITATIVO A PARTIR DA PERSPECTIVA DE CONSUMIDORES LATINO-AMERICANOSThe image of Brazil: a quantitative study from the prespective of latin american consumersConsumers; Country Image; Brazil´s ImageConsumers; Country image; Brazil´s image.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.O objetivo deste estudo investigar quais so as dimenses que compem a imagem do Brasil, especificamente na Amrica Latina. Para esse fim, foi realizada uma investigao de tipo quantitativa, por meio de um survey junto a uma amostra de 1617 consumidores de nacionalidade mexicana, argentina, equatoriana e boliviana. A anlise dos dados foi realizada utilizando um modelo de equaes estruturais, atravs do software SmatPLS 2.0.M3. Os resultados do estudo confirmaram que a imagem do Brasil pode ser analisada por uma combinao dos componentes cognitivo, afetivo e conativo. Sendo que o cognitivo foi o componente mais fortemente identificado, baseado essencialmente em crenas relacionadas poltica, s pessoas do pas, aos aspectos socioambientais, economia, inovao e cultura do Brasil.Universidade Nove de Julho - UninoveAyala, Daisy Carmen SarzuriCorrea, Caroline MirandaMerlo, Edgard MonforteSilva, Dirceu daBraga Junior, Sergio Silva2019-12-27info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1636610.5585/remark.v18i3.16366ReMark - Revista Brasileira de Marketing; v. 18, n. 3 (2019): (jul./set.); 53-722177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMenghttps://periodicos.uninove.br/remark/article/view/16366/8038Direitos autorais 2019 Revista Brasileira de Marketinghttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccess2020-01-16T19:45:58Zoai:https://periodicos.uninove.br:article/16366Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2020-01-16T19:45:58REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv A IMAGEM DO BRASIL: UM ESTUDO QUANTITATIVO A PARTIR DA PERSPECTIVA DE CONSUMIDORES LATINO-AMERICANOS
The image of Brazil: a quantitative study from the prespective of latin american consumers
title A IMAGEM DO BRASIL: UM ESTUDO QUANTITATIVO A PARTIR DA PERSPECTIVA DE CONSUMIDORES LATINO-AMERICANOS
spellingShingle A IMAGEM DO BRASIL: UM ESTUDO QUANTITATIVO A PARTIR DA PERSPECTIVA DE CONSUMIDORES LATINO-AMERICANOS
Ayala, Daisy Carmen Sarzuri
Consumers; Country Image; Brazil´s Image
Consumers; Country image; Brazil´s image.
title_short A IMAGEM DO BRASIL: UM ESTUDO QUANTITATIVO A PARTIR DA PERSPECTIVA DE CONSUMIDORES LATINO-AMERICANOS
title_full A IMAGEM DO BRASIL: UM ESTUDO QUANTITATIVO A PARTIR DA PERSPECTIVA DE CONSUMIDORES LATINO-AMERICANOS
title_fullStr A IMAGEM DO BRASIL: UM ESTUDO QUANTITATIVO A PARTIR DA PERSPECTIVA DE CONSUMIDORES LATINO-AMERICANOS
title_full_unstemmed A IMAGEM DO BRASIL: UM ESTUDO QUANTITATIVO A PARTIR DA PERSPECTIVA DE CONSUMIDORES LATINO-AMERICANOS
title_sort A IMAGEM DO BRASIL: UM ESTUDO QUANTITATIVO A PARTIR DA PERSPECTIVA DE CONSUMIDORES LATINO-AMERICANOS
author Ayala, Daisy Carmen Sarzuri
author_facet Ayala, Daisy Carmen Sarzuri
Correa, Caroline Miranda
Merlo, Edgard Monforte
Silva, Dirceu da
Braga Junior, Sergio Silva
author_role author
author2 Correa, Caroline Miranda
Merlo, Edgard Monforte
Silva, Dirceu da
Braga Junior, Sergio Silva
author2_role author
author
author
author
dc.contributor.none.fl_str_mv
dc.contributor.author.fl_str_mv Ayala, Daisy Carmen Sarzuri
Correa, Caroline Miranda
Merlo, Edgard Monforte
Silva, Dirceu da
Braga Junior, Sergio Silva
dc.subject.por.fl_str_mv Consumers; Country Image; Brazil´s Image
Consumers; Country image; Brazil´s image.
topic Consumers; Country Image; Brazil´s Image
Consumers; Country image; Brazil´s image.
description 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.
publishDate 2019
dc.date.none.fl_str_mv 2019-12-27
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/16366
10.5585/remark.v18i3.16366
url https://periodicos.uninove.br/remark/article/view/16366
identifier_str_mv 10.5585/remark.v18i3.16366
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/16366/8038
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing
https://creativecommons.org/licenses/by-nc-sa/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing
https://creativecommons.org/licenses/by-nc-sa/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 18, n. 3 (2019): (jul./set.); 53-72
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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