‘If I huff and I puff’. Foundations for building Brazil’s image: Evidence from an international systematic review (2001 to 2015)

Abstract

This paper explores the strength of the academic foundations in building Brazil's country image. Over the past two decades we can observe a rapid development of country image research. From the literature, several conceptual frameworks are aligned to specific topics, for instance, country--of--origin, country brand models, among others. Specifically, focusing on Brazil's image research, this paper provides a systematic review of international articles published between 2001 and 2015. Additionally, most studies have examined Brazil's image from a 'tourism' perspective, followed by 'exports' mostly using quantitative methods. Therefore, this paper concludes that there is great potential for research about Brazil's image, providing an exciting opportunity to advance our knowledge on a wide--range of industries. By suggesting this, researchers could carry out further research regarding potential theoretical and methodological approaches aligned to several international markets. Furthermore, the outcomes can orientate new research alignments linked to Brazil's image and grounded in the context of the recent crises (e.g., economic, political, social and ethical).

A Influência Da Imagem Do Brasil Nas Intenções Comportamentais De Consumidores Internacionais

“…Essa relação parece ser positiva, pois marcas de produtos provenientes de países que possuem uma imagem favorável geralmente são mais rapidamente aceitas do que as marcas relacionadas aos países com uma imagem menos favorável (Yasin, Noor, & Mohamad, 2007). Entretanto, este conceito se assemelha mais a definição de efeito país de origem e não de imagem de país (Mariutti, Tench, Giraldi & Montanari, 2017).…”

Country image and destination image of Brazil in relation to information sources

“…Although Brazil is a major international travel destination, the current literature is lacking empirical studies regarding the nation's image (Mariutti et al, 2017;Rezende-Parker et al, 2003). Destination and country image literature reflects many different countries from around the world but Brazil's has not received as much attention as some others have.…”

A country on the fence: United Kingdom’s perceptions of the status and international agenda of Brazil

“…Conflicting studies have depicted Brazil both as a new powerhouse, even without military strength (Chatin 2013), and as a leader without any followers (Malamud 2011). This is actually part of the main perceptions of Brazil in the rest of the world, showing that there are many ambiguities in the images of the country (Mariutti and Tench 2016;Mariutti et al 2017). Recent research has tried to develop methods of evaluating this status with a quantitative approach.…”