ESTEREÓTIPOS E IMAGEM DE PRODUTOS DO BRASIL E DA ALEMANHA A PARTIR DA PERCEPÇÃO DE BRASILEIROS E ALEMÃES
For the purpose to contribute with studies of perception and country image, this study aimed to identify the perception of Germans toward Brazil and its products, as well as the perception of Brazilians toward Germany and its products, drawing a parallel with the perception of Brazilians and Germans...
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| Autores principales: | , , , , |
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| Formato: | article |
| Lenguaje: | PT |
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Universidade Regional do Noroeste do Estado do Rio Grande do Sul
2018
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| Materias: | |
| Acceso en línea: | https://doi.org/10.21527/2237-6453.2018.42.585-620 https://doaj.org/article/c74ead110a0c4136957adf08e66bca3f |
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| Sumario: | For the purpose to contribute with studies of perception and country image, this study aimed to identify the perception of Germans toward Brazil and its products, as well as the perception of Brazilians toward Germany and its products, drawing a parallel with the perception of Brazilians and Germans toward their own countries. Therefore, questionnaires were applied with profile questions and questions arranged in a scale of country and product image evaluation, in order to identify the perception of the respondents toward the context evaluated. After the data analysis, it was observed that a positive image is assigned to Brazilian people and a negative image to the social aspects of Brazil. Brazilians had a perception toward Brazil less positive than Germans. In general, the image of Germany was positive, highlighting the social aspects considered to be high standards such as education and quality of life. Brazilians had a perception of Germany more positive than Germans themselves. The image of Brazilian products, in general, was less positive with a negative perception in aspects related to technology prestige, price, promotion, and distribution. The image of German products was more positive, in regards to technology, precision and quality, prestige, and perceived value. Alpha ???? |
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