Comparison among three scales for measuring the country-of-origin effect: a study with English consumers in relation to Brazilian fresh fruits

• Grant number: 09/04506-0
• Support Opportunities: Scholarships in Brazil - Master
• Start date: August 01, 2009
• End date: July 31, 2011
• Field of knowledge: Applied Social Sciences - Administration - Business Administration
• Principal Investigator: Janaina de Moura Engracia Giraldi
• Grantee: Isadora Bacha Lopes
• Host Institution: Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto (FEARP). Universidade de São Paulo (USP). Ribeirão Preto , SP, Brazil

Abstract

Studies about the country of origin effect may provide valuable strategic information to companies exporting their products. Even though there has been produced many articles about the subject worldwide, Brazil has been the focus of few studies about the country of origin effect, despite the fact the country has the largest agricultural trade balance of the world. In this context, this project aims to identify differences and similarities among three different scales to measure the country of origin effect, considering the British consumers of Brazilian fresh fruit. An instrument to measure the magnitude of the country of origin effect would be very useful both for researchers as to marketing professionals. As few attempts were made to construct an integrative measurement instrument to evaluate the different aspects of the country of origin effect, this research aims to contribute to the improvement of this construct's measurement. Three different scales of measurement will be applied and compared: Han's, Pisharodi and Parameswaran's and Nebenzahl, Jaffe and Usunier's. Therefore, this study is characterized as being descriptive, using the survey method to compare the advantages and disadvantages of each scale, analyzing and comparing the results about Brazil's image and about the magnitude of the country of origin effect for the fresh fruits.

Academic Publications

(References retrieved automatically from State of São Paulo Research Institutions)

LOPES, Isadora Bacha. Comparison of Brazil Image from the application of two different scales: A study with british consumers about Brazil. 2011. Master's Dissertation - Universidade de São Paulo (USP). Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto (PCARP/BC) Ribeirão Preto.