RDH Public Seminar - Investigating the importance of attitudinal perspectiv...
The BAM Researcher Development Hub | This event is specially designed for research students and members of staff at the University of Chester's Faculty of Business & Management (BAM).
Eligibility: Open to all researchers and interested parties.
A public research seminar - Investigating the importance of attitudinal perspectives of Brand Image in Country Branding by Dr Vish Maheshwari, Warrington School of Management, University of Chester
Dr. Vish Maheshwari is Director of Postgraduate Programmes at the Warrington School of Management. He is a Co-Chair of Place Marketing and Branding track for the Academy of Marketing Annual Conference and actively contributes to the development of research within area of place and country branding.
For the past four decades, the academic community has sought to advance the analysis relating to the image of several countries around the world. One of the key purposes, for such studies’, was to understand how country images affect the decisions and attitudes of individuals on purchasing products manufactured in those countries. With an aim to extend the current understanding into the role of attitudes on country brand image, this research study considers the conations more broadly such as, the predisposition for traveling, doing businesses, investing, working in the country, as well as, the willingness for either buying products made in the country or shopping in the country and aims to investigate Brazil’s country brand image based on the three-attitudinal categories of cognition, affection and conation. A quantitative data collection approach using online survey was used that consisted responses from 427 undergraduate students at foreign institutions partaking agreements with a Brazilian public university. Attitudes were analysed using exploratory factor analysis to co-relate potential impact on Brazil's country brand image. Results of this study indicate that the conative dimension received the highest scores of the respondents implying strong behavioural intentions in relation to Brazil’s country brand image. The outcomes of this study make a significant contribution to the current research into country image components, especially by analysing the conations in a broader perspective. The results also suggest that the theory underpinning themes in this study, for instance, country of origin, consumer behaviour and place branding are interrelated when discussing about country image construct along with the attitudinal components.
- Lunch and networking (20 minutes)
- Research seminar (20 minutes)
- Questions and answers (20 minutes)
Disclaimer: We will try to ensure all events run as advertised, but there may be exceptional circumstances when an event cannot run as advertised. While we will take reasonable action to ensure an equivalent session runs, we accept no liability for any costs incurred as a result.