Title: Examining the relationship between Brazil's country brand equity and the specific conations towards the country

Authors: Maria Gabriela Montanari; Janaina De Moura Engracia Giraldi

Addresses: University of São Paulo (USP), Bandeirantes Avenue, 3900, Monte Alegre, Ribeirão Preto, SP, Brazil ' University of São Paulo (USP), Bandeirantes Avenue, 3900, Monte Alegre, Ribeirão Preto, SP, Brazil

Abstract: This article aimed to verify the relationship between Brazil's country brand equity of Brazil and the purchase intentions (so called conations) towards this country, because this is an emerging country that has a potential in the international market. A survey was conducted with foreign students and an analysis based on structural equation modelling technique was carried out. Our findings suggest that Brazil's country brand equity positively influences conations towards this country in terms of investment, business and work. These results are of substantial value to international marketing managers and government authorities designing country brand communications, especially in a highly competitive scenario. For instance, the government can adjust marketing programs aimed to international consumers and the trade of products abroad and also to modify the campaigns of Brazilian brands internationally, focusing in attributes related to business and in sustainability aspects.

Keywords: country brand; country brand equity; CBE; conations; purchase intentions; Brazil; investment; business; work.

DOI: 10.1504/LAJMSD.2020.105792

Latin American Journal of Management for Sustainable Development, 2020 Vol.5 No.1, pp.1 - 16

Received: 06 Feb 2019
Accepted: 14 Mar 2019
Published online: 13 Mar 2020 *

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