Role of attitudes in Brazil's country brand image

Giraldi, JdME, Maheshwari, V ORCID: https://orcid.org/0000-0002-5029-9704, Mariutti, F and Konstantopolou, A 2018, 'Role of attitudes in Brazil's country brand image' , International Journal of Business and Globalisation, 21 (3) , pp. 297-307.

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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.

Item Type:	Article
Schools:	Schools > Salford Business School
Journal or Publication Title:	International Journal of Business and Globalisation
Publisher:	Inderscience
ISSN:	1753-3627
Depositing User:	V Maheshwari
Date Deposited:	30 Nov 2022 14:10
Last Modified:	30 Nov 2022 14:10
URI:	https://usir.salford.ac.uk/id/eprint/65686

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