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

Authors

  • Fabiana Gondim Mariutti Pesquisadora Pós-Doc. na Faculdade de Economia, Administração e Contabilidade (FEA), Campus Ribeirão Preto, Universidade de São Paulo
  • Ralph Tench Leeds Leckett University
  • Janaina de Moura Engracia Giraldi Faculdade de Economia, Administração e Contabilidade (FEA), Campus Ribeirão Preto, Universidade de São Paulo
  • Maria Gabriela Montanari Faculdade de Economia, Administração e Contabilidade (FEA), Campus Ribeirão Preto, Universidade de São Paulo

DOI:

https://doi.org/10.18568/1980-4865.12258-73

Keywords:

country-of-origin, Brazil’s image, Brazil's image research.

Abstract

The past two decades presents 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, socioeconomic changes, among others. Specifically, focusing on Brazil’s image research, this paper provides a systematic review of international articles published between 2001 and 2015. Therefore, this paper concludes that there is not enough research about Brazil’s image, providing an exciting opportunity to advance our knowledge about this complex Latin America country relating to other disciplines. Additionally, most studies have examined Brazil’s image from a ‘tourism’ perspective, followed by ‘exports’ mostly using quantitative methods. This demonstrates that researchers could carry out further research regarding potential theoretical and methodological approaches aligned to other disciplines. Furthermore, the outcomes can orientate new research alignments linked to Brazil’s image and the recent crises (e.g., economic, political, social and ethical).

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Author Biographies

Fabiana Gondim Mariutti, Pesquisadora Pós-Doc. na Faculdade de Economia, Administração e Contabilidade (FEA), Campus Ribeirão Preto, Universidade de São Paulo

Atua em Administração de Marketing, Comunicação Integrada de Marketing, Publicidade e Propaganda, Marketing BtoB, Marketing Internacional, Gestão de Marca-País e Identidade e Imagem do Brasil. PhD Candidate at Leeds Metropolitan University, United Kingdom. Mestre em Ciências na área de Administração de Organizações (linha de pesquisa: Mercado e Geração de Valor) pela Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo, Campus Ribeirão Preto, SP. Especialista em Gestão Estratégica de Negócios com Ênfase em Marketing pela Fundação Armando Álvares Penteado. Um semestre cursado em Master´s in Communications na Grand Valley State University, Michigan, U.S.A. Bacharel em Comunicação Social pela Pontifícia Universidade Católica. Formação no Ensino Médio na Lyman High School, Florida, U.S.A

Ralph Tench, Leeds Leckett University

PhD Director and Professor in Communications at Leeds Business School

Janaina de Moura Engracia Giraldi, Faculdade de Economia, Administração e Contabilidade (FEA), Campus Ribeirão Preto, Universidade de São Paulo

Professora Associada na Faculdade de Economia, Administração e Contabilidade (FEA), Campus Ribeirão Preto, Universidade de São Paulo

Maria Gabriela Montanari, Faculdade de Economia, Administração e Contabilidade (FEA), Campus Ribeirão Preto, Universidade de São Paulo

Doutoranda em Administração na Faculdade de Economia, Administração e Contabilidade (FEA), Campus Ribeirão Preto, Universidade de São Paulo.

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Published

2017-08-01

How to Cite

Mariutti, F. G., Tench, R., Giraldi, J. de M. E., & Montanari, M. G. (2017). ‘If I huff and I puff’. Foundations for building Brazil’s image: Evidence from an international systematic review (2001 to 2015). Internext - International Business and Management Review, 12(2), 58–73. https://doi.org/10.18568/1980-4865.12258-73

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Vol. 12 No. 2 (2017): May/August

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