Title: Dimensions of Brazil's image: relations with country conations and implications for sustainable development

Authors: Janaina De Moura Engracia Giraldi; Jorge Henrique Caldeira De Oliveira

Addresses: Department of Business Administration, University of São Paulo (USP), Brazil ' Department of Business Administration, University of São Paulo (USP), Brazil

Abstract: This paper investigated the relationship between the dimensions of Brazil's image and the specific conations related to that country: travelling, doing businesses, investing, working in the country, the willingness for either buying products made in the country and shopping in the country. The research was descriptive and quantitative, with cross-sectional method for data collection among a group of European consumers. Data analysis involved exploratory factor analysis and multiple regression analysis. The cognitive dimension was composed of: technical, political and sustainability. The conations that are more explained by cognitive and affective dimensions of Brazil's image are the intentions of doing business with the country. The technical dimension presented a more negative assessment in comparison to all other dimensions of Brazil's image. This paper has separately addressed the different dimensions regarding the image of Brazil and the role played by country sustainability.

Keywords: country conations; country image; CoI; Brazil.

DOI: 10.1504/LAJMSD.2017.10009780

Latin American Journal of Management for Sustainable Development, 2017 Vol.3 No.3, pp.159 - 178

Received: 22 Dec 2016
Accepted: 22 Mar 2017

Published online: 18 Dec 2017 *

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