Internationalization of cultural products: The influence of soft power

Alexandre Rabêlo Neto, José Milton de Sousa-Filho, Áurio Lúcio Leocádio, and João Carlos Hipolito Bernardes do Nascimento

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).

Corresponding author:

Alexandre Rabelo Neto, Federal University of Piaui, Brazil. E-mail: alexandrenaka@ufpi.edu.br

Introduction

An association of products with cultural products and services of countries represents an ideological and cultural influence through soft power (Nye, 2004, 2011). Research has tried to point out the importance of the construction of the brand image, affecting, therefore, the intentions of consumer spending, even if indirectly (Diamantopoulos, Schlegelmilch, & Palihawadana, 2011), emphasizing the cognitive aspects to the detriment of the affective aspects of the image of the countries (K. Roth & Diamantopoulos, 2009) and the lack of market segmentation (Roth and Diamantopoulos, 2010).

Research...

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