出版社：Associação Nacional de Pós-Graduação e Pesquisa em Administração
摘要：Among the several elements that influence the consumer to purchase and consume a product is the country of origin. The present paper aims to understand the influence of a country image on the purchase intentions regarding the products made in this country. It also verifies if there are differences in the magnitude of the country of origin effect, depending on the familiarity that consumers have towards the country, contributing thus to the deepening of knowledge on the theme. In order to do that, a descriptive quantitative study was performed, about the effects that Brazil image exerts on the purchase intentions that foreign consumers have towards Brazilian products. The sample used was composed of Dutch undergraduate students. The results indicate that there was an influence of Brazil image in the purchase of all Brazilian products researched: cow meat, fresh fruits, shoes and furniture. There were differences on the influence magnitude, depending on the familiarity the respondents had towards Brazil. The conclusions obtained by this research can help Brazilian firms to adopt more effective strategies in the trading of their products abroad.
