A IMAGEM DO BRASIL: UM ESTUDO QUANTITATIVO A PARTIR DA PERSPECTIVA DE CONSUMIDORES LATINO-AMERICANOS
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Outros Autores: | , , , |
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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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 |
_version_ |
1799138641063182336 |