Marina Toledo de Arruda Lourenção, Maria Gabriela Montanari, Janaina de Moura Engracia Giraldi and André Lucirton Costa
The purpose of this paper is to identify the characteristics of Brazilian personality, associating them with the cordial man of the book Raízes do Brasil (Roots of Brazil). In…
Abstract
Purpose
The purpose of this paper is to identify the characteristics of Brazilian personality, associating them with the cordial man of the book Raízes do Brasil (Roots of Brazil). In addition, it aims to present an agenda for future management studies, suggesting works in several managerial areas which may be influenced by traits of the Brazilian personality.
Design/methodology/approach
A systematic review of studies on Brazil’s image was developed, so that it was possible to identify the main characteristics of the Brazilian personality. The main personality traits found were compared to those identified in the cordial man, from the book Raízes do Brasil.
Findings
The results indicate the main traits of Brazilians’ personality: sensual, cunning, cheerful, creative, hospitable, friendly and cordial. These traits are directly related to cordiality, mentioned in some studies, and also indirectly through words alluding to the character of the cordial man. These traits are related to the Brazilians image abroad and have created a confused image of Brazil.
Research limitations/implications
Regarding the theoretical contribution, the future studies agenda presented suggests the development of papers that relate Brazilians’ personality traits to other areas besides tourism, such as negotiation, organizational culture, exports, foreign direct investment, talent attraction and public diplomacy.
Practical implications
This study indicated that in practice, the Brazilian Government should develop marketing actions to promote a more consistent image of Brazil, reinforcing its positive aspects and creating new associations that allow Brazil to bring not only tourists but also residents, companies and investors for the country. These positive aspects, regarding the country citizens, can be their affability, hospitality, extraversion and generosity, which can improve the foreigners’ impressions on Brazil.
Originality/value
The originality of the study is to relate the concept of cordial man to the Brazilian people, showing the main features of their personality and also in the elaboration of an agenda indicating suggestions for future studies that relate the personality traits of Brazilian people with other areas.
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Vishwas Maheshwari, Janaina de Moura Engracia Giraldi and Maria Gabriela Montanari
Olympic Games provide an arguably unparalleled amount of opportunities for the host city and country in relation to economic and socio-cultural growth and development. However…
Abstract
Purpose
Olympic Games provide an arguably unparalleled amount of opportunities for the host city and country in relation to economic and socio-cultural growth and development. However, the achievement of such long-term success measures lies with the holistic involvement of community groups, specifically residents, in the planning of the mega event. The purpose of this paper is to examine the residents’ attitudes of the 2016 Olympic Games and to verify moderating effects of place of residence in support of the Games.
Design/methodology/approach
The data were collected in Brazil in the months leading to the Rio Olympic Games using non-probabilistic convenience sampling. A total of 501 responses were collected prior to the opening ceremony of the event. Both exploratory and confirmatory factor analyses were applied.
Findings
The socio-cultural and economic dimensions had a positive and significant effect in support for the Olympic Games; however, the environmental dimension did not have such strong effect. Furthermore, differences between host and non-host city residents tested positive in support of the Olympic Games.
Practical implications
This study aims to contribute to the developing application of country branding by examining attitudes of internal stakeholder groups in the form of residents.
Originality/value
This research presents a conceptual model to further establish the importance of such attitudes for organizers and government authorities involved with the bidding, planning and management of mega events from a country branding perspective, particularly in developing countries such as Brazil.
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Maria Gabriela Montanari, Janaina de Moura Engracia Giraldi and Simone Vasconcelos Ribeiro Galina
The purpose of this paper is to explain a possible relationship between the country brand and internationalization topics, searching in the literature the possible connections…
Abstract
Purpose
The purpose of this paper is to explain a possible relationship between the country brand and internationalization topics, searching in the literature the possible connections between them.
Design/methodology/approach
An integrative literature review of the past 15 years of research (2003–2017) was acquired using the well-known databases Web of Science and Scopus.
Findings
Studies linking country brand and internationalization are new, often quantitative, descriptive and focused on emerging markets. In terms of content, it was shown first that a country brand, when well-managed, is not only essential to attract foreign direct investment into the country, but it can also help the outflows of investments. Referring specifically to outflows of foreign investment, internationalization affects the country brand, generating positive attitudes toward the brand in international markets. However, it is also affected by the country brand because the country image influences the entry modes of business and the country of origin affects the performance of multinationals abroad.
Research limitations/implications
With the strengths and deficiencies of a body of literature exposed in this paper, a better understanding of the topic through synthesis can be provided.
Practical implications
Findings show that internationalization can influence country brand and country image. The internationalization process might positively affect the attitude toward a place brand. In terms of country image, when a company rebranding is entering international markets, it can integrate the brand of its products with the country brand and its image, generating positive effects in relation to brand in the new market. However, this relationship is not clear and should be explored by new studies.
Originality/value
This paper contributes both to the literature through an overview of the relationship between the two topics and a research agenda for future studies; and to governments and companies by providing information that enables them to become more competitive in the international market.