Country Reputation: The Case of Brazil in the United Kingdom : Four Stakeholders' Perspectives on Brazil's Brand Image

ISBN-13: 9783330323209 / Angielski / Miękka / 2017 / 60 str.

Fabiana Gondim Mariutti

Opis

"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.

O autorze

PhD at Leeds Business School, UK. MSc. in Business at FEA-Ribeirão Preto - University of São Paulo and BA in Communication at PUC-Campinas. Founder and Former President of the Brazilian Culture Society, Leeds, UK, in 2016. Worked in corporate environments for twenty years in business communication with experiences abroad and nationally in Brazil.