EFECTO PAÍS DE ORIGEN PARA CALZADOS BRASILEÑOS

Authors

  • Janaina de Moura Engracia Giraldi Universidade de São Paulo - USP
  • Alfredo José Machado Neto UniFACEF - SP
  • Dirceu Tornavoi de Carvalho Universidade de São Paulo - USP

DOI:

https://doi.org/10.14210/alcance.v15n1.p23-42

Abstract

Along with the expansion of international trade, a growth in research is observed, in the marketing literature, on the effect of country of origin (influence of country of origin of products on consumers’ evaluations). This article reports on the results of an empirical study which investigated the influence of the image of Brazil on the attitudes of foreign consumers in relation to Brazilian footwear. The results indicate that this effect exists, and that it is negative, i.e. the image of Brazil negatively affects consumers’ attitudes towards Brazilian footwear. This fact may help Brazilian companies exporting footwear to improve their strategies for communication in foreign markets.

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Published

2008-07-30

Issue

Vol. 15 No. 1(Jan-Abr) (2008)

Section

Article

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