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

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.