Internationalization of cultural products: The influence of soft power

Abstract

Internationalization seeks an understanding of the nature of the culture of the countries and is eventually influenced by affinity toward country and soft power (ideological and cultural influence). This research analyzed the influence of affinity toward country and soft power on the internationalization of cultural products. A survey was conducted with 478 Portuguese respondents of 22 cities about Brazilian cultural products, and data were analyzed by structural equations modeling. The results showed that soft power influenced positively the internationalization of cultural products and affinity toward country, and the latter also influenced positively internationalization. In addition to the methodological contribution due to the self-reporting approach used to analyze the internationalization of cultural products, this study contributes to identify the relationship between the constructs of internationalization of cultural products, affinity toward country, and soft power, in this way, the theoretical field related to international marketing and business, especially in a perspective focused on the consumption of cultural products.

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