Title: Role of attitudes in Brazil's country brand image

Authors: Janaina De Moura Engracia Giraldi; Vishwas Maheshwari; Fabiana Mariutti; Anastasia Konstantopoulou

Addresses: School of Economics, Business Administration and Accounting at RIbeirão Preto, Monte Alegre, 14040-905, Ribeirão Preto, SP, Brazil ' Staffordshire Business School, Staffordshire University, UK ' School of Economics, Business Administration and Accounting at RIbeirão Preto, Monte Alegre, 14040-905, Ribeirão Preto, SP, Brazil ' Faculty of Arts and Science, Edge Hill University, St Helens Rd, Ormskirk L39 4QP, UK

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.

Keywords: attitudes; country branding; country-of-origin; nation branding; brand image; reputation; conative; Brazil.

DOI: 10.1504/IJBG.2018.095479

International Journal of Business and Globalisation, 2018 Vol.21 No.3, pp.297 - 307

Available online: 02 Oct 2018 *

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