• Abstract

    EFECTO PAÍS DE ORIGEN PARA CALZADOS BRASILEÑOS

    DOI 10.14210/alcance.v15n1.p23-42
    Published date: 30/07/2008
    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.

Revista Alcance

Revista Alcance is a Brazilian free access journal, published every four months, linked to the Graduate Program in Administration and the Professional Master’s degree in Administration, Internationalization and Logistics Program of the University of Vale do Itajaí – Univali. We seek to publish theoretical-empirical and technological articles in the areas of Business Administration. Different theoretical and methodological perspectives are welcome, as long as they are consistent with and relevant to the development of the area.

Access journal