DOI:https://doi.org/10.3232/GCG.2019.V13.N3.06

LA INFLUENCIA DE LA IMAGEN DE BRASIL SOBRE LAS INTENCIONES COMPORTAMENTALES DE CONSUMIDORES INTERNACIONALES

Maria Gabriela Montanari, Janaina de Moura Engracia Giraldi, Alexandre Bevilacqua Leoneti

Resumen

Esta investigación verificó la influencia de la imagen de Brasil sobre las intenciones comportamentales de consumidores internacionales. Los resultados sugieren que la imagen de Brasil se compone de dos dimensiones: macro y micro. La primera presentó una influencia directa y positiva sobre las intenciones comportamentales de los consumidores internacionales, mientras que la segunda influenció indirectamente esas intenciones. Este estudio, no solo contribuye con el avance teórico en las investigaciones sobre la imagen de Brasil, sino también indica que ambas dimensiones de la imagen del país deben ser administradas y promovidas conjuntamente por las entidades gubernamentales, con un enfoque en la imagen macro.

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