Analysis of the influence of reputation, identity and image on the country brand

Abstract

PurposeThe main objective of this study is to identify some of the variables that affect the perception of Brazil country brand, as well as the knowledge of the relationships between them.Design/methodology/approachThe proposed model aims to find out the influence of the affective image, the cognitive image, the identity and the reputation on the country brand. Partial Least Squares (PLS) is the method used to test the proposed model.FindingsAccording to the results obtained, it seems that both identity and reputation have a positive and significant effect on the country brand. On the other hand, the cognitive image is positively related to identity and the affective image, while it is surprising that the affective image itself shows no significant influence on identity.Originality/valueThe study is of particular interest to the policy makers of territories, explaining the factors they must influence in order to successfully enhance the country brand. It also contributes to theoretical development by proposing a conceptual model that highlights the importance of the cognitive image in the country brand, due to its effect on the affective image and identity.