Internationalization of Cultural Products from South to North: Antecedents and Outcomes

被引：4

作者：

Rabelo Neto, Alexandre ^{[1
]}

de Sousa-Filho, Jose Milton ^{[2
]}

Ogasavara, Mario Henrique ^{[3
]}

机构：

[1] Univ Fed Piaui, Teresina, PI, Brazil

[2] Univ Fortaleza, Fortaleza, Ceara, Brazil

[3] ESPM, Sao Paulo, Brazil

来源：

JOURNAL OF INTERNATIONAL CONSUMER MARKETING | 2019年 / 31卷 / 04期

关键词：

Affinity toward a country; brand preference; cosmopolitanism; country image; internationalization of cultural products; soft power; COUNTRY-OF-ORIGIN; CONSUMER AFFINITY; PURCHASE INTENTIONS; FOREIGN-COUNTRIES; NATIONAL CULTURE; IMAGE; COSMOPOLITANISM; CONSUMPTION; ATTITUDES; CONSTRUCT;

D O I：

10.1080/08961530.2019.1576151

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This research investigates the influence of antecedents on the internationalization of cultural products from an emerging market to a developed country, and the outcomes of this diffusion of cultural products on the country image and soft power. Based on a survey of 478 Portuguese consumers about Brazilian cultural products, we analyzed our data using structural equations modeling. The findings show that brand preference, affinity toward a country, and cosmopolitanism positively influenced the internationalization of cultural products. Then, internationalization of cultural products influenced country image and soft power. This research contributes to the international marketing literature combining international relations approach by explaining the power of cultural influence on the internationalization of products.

引用

页码：363 / 376

页数：14

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