An Analysis of Country Image of Brazil and Its Fresh Fruits: A Two Scales Comparison

The ever-increasing trade openness has raised the importance of the country image construct. Despite the number of articles published on the image of many countries worldwide, little focus has been paid to Brazil so far. The present study is aimed at measuring the country image of Brazil and its fresh fruits by comparing two different scales, one developed by Pisharodi and Parameswaran (1992) and the other by Nebenzahl, Jaffe, and Usunier (2003). The method used was a cross-sectional one, with the survey being characterized as quantitative and involving the application of questionnaires to 223 students of the Royal Agricultural College in England. The scales yielded five and three strong correlations, respectively. The image of Brazil was found to be negative in the former scale, whereas the latter one showed a positive image. The present research has contributed not only to further the discussion on the existing gap in the literature regarding “country image” but also to provide useful information for both marketing professionals and government agencies with the aim of strengthening the image of Brazil.