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Janaina de Moura Engracia Giraldi
University of São Paulo
122Publications
6H-index
198Citations
Publications 122
Newest
#1Fabiana Gondim Mariutti (USP: University of São Paulo)H-Index: 3
#2Janaina de Moura Engracia Giraldi (USP: University of São Paulo)H-Index: 6
AbstractCountry Brand Equity (CBE) is a core topic in international business; however, it is scarcely discussed in publications. Due to their global market importance as developing nations, Brazil and China were evaluated by U.S. consumers. The purpose of our model was to measure CBE by adding a new construct – Country Brand Reputation (CBRep) – to the classic models of brand equity at a country level [Country Brand Awareness, Country Brand Perceived Quality (CBQua) and Country Brand Loyalty (CB...
Purpose Olympic Games provide an arguably unparalleled amount of opportunities for the host city and country in relation to economic and socio-cultural growth and development. However, the achievement of such long-term success measures lies with the holistic involvement of community groups, specifically residents, in the planning of the mega event. The purpose of this paper is to examine the residents’ attitudes of the 2016 Olympic Games and to verify moderating effects of place of residence in ...
O artigo propoe compreender o papel e importância das indicacoes geograficas (IGs) em paises em desenvolvimento ou emergentes, devido a sua potencialidade na melhora de indices socioeconomicos locais, atraves da protecao e valorizacao do produto, assim como de sua regiao produtora. Presente principalmente no segmento de alimentos, o conceito de IG e utilizado para identificar e sinalizar a origem de um produto ou servico, quando seu local de producao tenha se tornado conhecido por isso ou quando...
Last.André Lucirton CostaH-Index: 4
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Purpose The purpose of this paper is to identify the characteristics of Brazilian personality, associating them with the cordial man of the book Raizes do Brasil (Roots of Brazil). In addition, it aims to present an agenda for future management studies, suggesting works in several managerial areas which may be influenced by traits of the Brazilian personality. Design/methodology/approach A systematic review of studies on Brazil’s image was developed, so that it was possible to identify the main ...
#1Marina Toledo de Arruda Lourenção (USP: University of São Paulo)H-Index: 2
#2Letícia Miyamaru (USP: University of São Paulo)
Last.Silvia Inês Dallavalle de Pádua (USP: University of São Paulo)H-Index: 7
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Purpose Sectoral brand management processes have presented planning, development and implementation challenges. With the aim of reducing these managerial problems, the purpose of this paper is to revise the structure and the processes of the sectoral brands management. Design/methodology/approach This is a qualitative exploratory study, with its unit of analysis being the process of managing the brand of the Brazilian fashion sector. Primary data collection was obtained through in-depth intervie...
#1Maria Gabriela Montanari (USP: University of São Paulo)H-Index: 2
#2Janaina de Moura Engracia Giraldi (USP: University of São Paulo)H-Index: 6
Last.Simone Vasconcelos Ribeiro Galina (USP: University of São Paulo)H-Index: 5
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Purpose The purpose of this paper is to explain a possible relationship between the country brand and internationalization topics, searching in the literature the possible connections between them. Design/methodology/approach An integrative literature review of the past 15 years of research (2003–2017) was acquired using the well-known databases Web of Science and Scopus. Findings Studies linking country brand and internationalization are new, often quantitative, descriptive and focused on emerg...
#1Patrícia Ianelli Rocha (USP: University of São Paulo)
#2Jorge Henrique Caldeira de Oliveira (USP: University of São Paulo)H-Index: 6
Last.Janaina de Moura Engracia Giraldi (USP: University of São Paulo)H-Index: 6
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Purpose The purpose of this paper is to perform an integrative analysis, mapping the main areas of the celebrity endorsement literature of the last 20 years, offering a taxonomy of subject subareas and a research agenda for the topic. Design/methodology/approach The research was divided into two stages: the first was a systematic review of literature, and the second consisted on complementary information based on the generation and analysis of the maps elaborated by the VOSviewer software based ...
espanolActualmente, los valores intangibles son cada vez mas importantes en el proceso gerencial de empresas y gobiernos, implicando la necesidad de informaciones mas precisas. Entre los activos intangibles mas importantes se encuentran las marcas. La marca pais es fuente de conocimiento y asociaciones en el mercado, y hace que el pais sea mas o menos atractivo para los extranjeros. Este trabajo pretende analizar la dimension de la cultura como una formacion de la country brand equity. Utilizand...
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