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Full Length Research
Paper
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Brazil’s image as a social
representation process
Janaina de Moura Engracia
Giraldi1*,
Iara de Moura
Engracia Giraldi2 and
Alessandro Antonio Scaduto3
1Faculty
of Economics, Management and Accounting of Ribeirão Preto (FEA-RP),
Univerity of São Paulo (USP), Brazil.
2Faculty
of Philosophy, Sciences and Letters of Ribeirão Preto
(Subarea: Psychology), University of São Paulo. Brazil.
3Faculty
of Philosophy, Sciences and Letters of Ribeirão Preto
(Subarea: Psychology), University of São Paulo, Brazil.
*Corresponding
author. E-mail:
jgiraldi@usp.br
Tel: 55
(16) 3602-3903.
Accepted
14 June 2011 |
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Abstract |
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The image
people have regarding products’ countries of origin can
influence their attitudes toward these products or brands. The
aim of the present study is to analyze Brazil’s image in light
of the social representation theory, considering the process of
objectivation. In the literature review, concepts such as
perception, projection, social representation and countries’
images were issued, in order to ground an empirical, qualitative
study carried out with Dutch students. The categories identified
were: Population, politics, nature, sports and economy. Results
showed that a country’s image is a multidimensional concept,
which includes elements not only related to the products
manufactured in this country. These results can have an
important implication for companies, who can adopt more
effective marketing strategies for their products abroad.
Key words:
Country image, social representation, Brazil’s image.
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