Country brand personality of Brazil: a hindsight of Aaker’s theory

The purpose of this paper is to apply a brand personality model into a country level, by adjusting Aaker’s classical dimensions (J Mark Res 34(3):347–356, 1997) while methodologically aligning into a country image in lenses of a country branding perspective. Using Brazil as a unit of analysis, fourteen international experts were in-depth and individual face-to-face interviewed for this exploratory research. By doing so, a country brand...