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The country's image of Brazil from the perception of consumers in Andean countries

Abstract:

The present study aims to analyze what is the image that consumers of two member countries of the Andean Community have on Brazil for this purpose an investigation was conducted quantitative in nature, through survey, a sample of 643 respondents from Bolivia and Ecuador. The data analysis was performed using a structural equation model, using the software SmatPLS 2.0.M3. The results showed that the cognitive component (beliefs) have the most important impact , followed by affective and conative components these last with similar impacts. The cognitive component, in turn, is formed by beliefs related to politics, economy and culture of Brazil. This study helps to understand the country of image concept using a new combination of elements.