Artigo em revista científica
The effect of Portuguese nation brand on cognitive brand image: Portuguese and Canadian comparison
Sandra Loureiro (Loureiro, S. M. C.); Ângela Veríssimo (Veríssimo, A.); Ricardo Cayolla (Cayolla, R.);
Título Revista
International Journal of Management Cases
Ano
2013
Língua
Inglês
País
Reino Unido
Mais Informação
Abstract/Resumo
The Anholt et al.’s (2008) model proposes six components to measure a national brand: Exports, Culture and Heritage, Governance, Investment and Immigration, Tourism, and People. This study intends to analyze the effect of each of those components associated to Portugal on cognitive brand image perceived by Portuguese and foreign (Canadian) people. The survey, based on literature review, was gathered in Portugal and Canada. In the Portuguese sample, findings demonstrate favourable classifications for the willingness to use Portuguese products and the country's contribution to innovation in science. However, the Portuguese do not perceive the country as cutting-edge. The Canadian respondents see Portugal as a creative country. On a less favourable note, Canadian respondents have a lower classification of Portugal's contribution to innovation in science, which sharply contrasts Portuguese results. Furthermore, Portugal is also less favourable seen as an innovative and cutting-edge country. Regarding the causal path analysis, for Portuguese respondents Investment and Immigration, Tourism, and People contribute significantly to a favourable cognitive image. For the Canadian sample population, Tourism and People have a significant impact on cognitive image. Globally, Portugal tends to be positively associated to tourism, culture, heritage, and people.
Agradecimentos/Acknowledgements
--
Palavras-chave
Nation brand, Cognitive image, Tourism, Heritage, Portugal, Canada
  • Economia e Gestão - Ciências Sociais

Com o objetivo de aumentar a investigação direcionada para o cumprimento dos Objetivos do Desenvolvimento Sustentável para 2030 das Nações Unidas, é disponibilizada no Ciência-IUL a possibilidade de associação, quando aplicável, dos artigos científicos aos Objetivos do Desenvolvimento Sustentável. Estes são os Objetivos do Desenvolvimento Sustentável identificados pelo(s) autor(es) para esta publicação. Para uma informação detalhada dos Objetivos do Desenvolvimento Sustentável, clique aqui.