A country's image could be managed to give greater value to products from that country, while making the country more attractive to investors and more desirable as a tourism destination. Considering two important gaps in the literature on country image (discrepant results on the influence of...

The objective of this article is to understand the process of construction and operation of sectorial brands (a type of shared brand) for the Brazilian winemaking sector, considering the perspective of different stakeholders: government agencies, associations, and managers of the wineries. The...

The objective of this article is to understand the process of construction and operation of sectorial brands (a type of shared brand) for the Brazilian winemaking sector, considering the perspective of different stakeholders: government agencies, associations, and managers of the wineries. The...

A country's image could be managed to give greater value to products from that country, while making the country more attractive to investors and more desirable as a tourism destination. Considering two important gaps in the literature on country image (discrepant results on the influence of...

Our study analyzes the sports marketing environment, focusing specifically on soccer, in order to determine how a soccer team marketing department operates in terms of organization, planning, development of activities, and professionalization. The method utilized was based on a Brazilian soccer...

Sector brands are an alternative to the impossibility or inadequacy of developing national country brands. However, studies examining the subject are scarce. This article examines the development process of the Brazilian information technology sector brand and contributes to the understanding of...

The aim of this paper is to evaluate the image of Brazil as a tourism destination as perceived by travel agents and tourism experts in the United States. The research was qualitative and exploratory, consisting of a literature review followed by an empirical investigation using in-depth...