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Role of attitudes in Brazil's country brand image

Giraldi, JdME; Maheshwari, V; Mariutti, F; Konstantopolou, A

Authors

JdME Giraldi

F Mariutti

A Konstantopolou



Abstract

For the past three decades, the academic community has sought to advance the analysis relating to the image of several countries around the world. However, despite the importance of the theory of attitude in evaluating the image of a country, the majority of papers in the field has focused on the cognitive component of attitude only, having the other components, affective and conative, not thoroughly being examined. The purpose of this paper is to investigate Brazil's country brand image, based on the three-attitudinal categories 'cognitive', 'affective', and 'conative'. The study population consisted of the 427 undergraduate students at foreign institutions partaking agreements with a Brazilian public university. Attitudes were analysed using exploratory factor analysis to correlate potential impact on Brazils' country brand image. Results of this study indicate that the conative dimension received the highest scores of the respondents implying strong behavioural intentions in relation to Brazil's country brand image.

Citation

Giraldi, J., Maheshwari, V., Mariutti, F., & Konstantopolou, A. (2018). Role of attitudes in Brazil's country brand image. International Journal of Business and Globalisation, 21(3), 297-307. https://doi.org/10.1504/ijbg.2018.10016574

Journal Article Type Article
Online Publication Date Oct 9, 2018
Publication Date Oct 9, 2018
Deposit Date Nov 30, 2022
Journal International Journal of Business and Globalisation
Print ISSN 1753-3627
Publisher Inderscience
Volume 21
Issue 3
Pages 297-307
DOI https://doi.org/10.1504/ijbg.2018.10016574
Publisher URL http://doi.org/10.1504/ijbg.2018.10016574