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

      Аннотация: "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". Funda??o CAPES, Ministry of Education - Brazil, has funded this research.

Ключевые слова: country branding, nation branding, country reputation, image, Country-of-Origin, Brazil's brand identity