Article2021

Internationalization of culture and soft power

Alexandre Rabêlo Neto · José Milton de Sousa-Filho · Afonso Carneiro Lima

19 citations0/0 files storedEuropean Business Review

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification Cultural Differences and Values Asian Culture and Media Studies

Abstract

Purpose This study aims to investigate the moderating effect of soft power on the relationships between affinity toward country, country image, cosmopolitanism and preference on the internationalization of Brazilian cultural products. Design/methodology/approach This survey used data collected from a non-probabilistic sample of 478 Portuguese respondents, which was further analyzed using the partial least squares technique. Findings Affinity related to Brazil, the image of Brazil and cosmopolitanism influenced preference, and this, in turn, influenced the internationalization of Brazilian cultural products. Soft power moderated the relationships between cosmopolitanism and preference, country image and preference and preference and internationalization of cultural products. Research limitations/implications This study focuses on the internationalization of a cultural product from one particular emerging economy (Brazil) to a specific developed economy (Portugal). Thus, the findings are bound to this specific context. However, it contributes to the field of international marketing research by concentrating on the moderating effects of soft power in the relationship between the investigated constructs. Practical implications In the case of Brazilian cultural products, i.e. music, emphases on Brazilian unique resources, i.e. the beauty, excitement, fantasy, mystique, prestige, etc. of natural resources, may be important features to be taken into consideration in national cultural policies. Originality/value The study contributes to the international marketing and consumer behavior literature by showing that consumer preference, affinity toward country and cosmopolitanism are important antecedents of the internationalization of cultural products.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 19 citations exist upstream.

References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2014A new criterion for assessing discriminant validity in variance-based structural equation modeling 2011An assessment of the use of partial least squares structural equation modeling in marketing research 1988The Effect of National Culture on the Choice of Entry Mode 1993Cross-cultural adaptation of health-related quality of life measures: Literature review and proposed guidelines 1982Hedonic Consumption: Emerging Concepts, Methods and Propositions 2017Partial Least Squares Structural Equation Modeling 1995The construction of preference.

Cited by

2022Future research guidelines on soft power: an oblique approach of the literature on the intertwinement between creative industries and place branding

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.