Country Reputation: The Case of Brazil in the United Kingdom - Mariutti, Fabiana Gondim
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"Existing research in international business discreetly recognizes the presence of theoretical convergences regarding the image of a country (e.g. country-of-origin, country branding, nation branding) and the reputation of a country. Yet, no theory on country reputation is robust in literature. Based on this setting, the core theories employed in this cross-disciplinary study are drawn from reputation principles, also rooted in country-of-origin theory and aligned to nation branding while supported by country branding strategies (including marketing, communication and public relations). The…mehr

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Produktbeschreibung
"Existing research in international business discreetly recognizes the presence of theoretical convergences regarding the image of a country (e.g. country-of-origin, country branding, nation branding) and the reputation of a country. Yet, no theory on country reputation is robust in literature. Based on this setting, the core theories employed in this cross-disciplinary study are drawn from reputation principles, also rooted in country-of-origin theory and aligned to nation branding while supported by country branding strategies (including marketing, communication and public relations). The need for these theoretical significant linkages supports filling a gap in applied social sciences knowledge with regard to the management of the reputation of a country". Fundação CAPES, Ministry of Education - Brazil, has funded this research.
Autorenporträt
PhD Candidate at the Faculty of Business and Law, Leeds Metropolitan University, UK, Master of Science at the University of São Paulo, Specialization in Marketing at FAAP, Bachelor in Communications at Pontifícia Universidade Católica, Brazil.Dr Janaina de Moura Engracia Giraldi, Professor of Marketing and Management at the University of São Paulo