Exploring citizens’ perceptions of country reputation

Abstract

PurposeThe purpose of this paper is to investigate Brazilian residents’ internal perspectives in terms of their satisfaction with the country. The paper identifies the convergences and divergences among factors related to the reputation of Brazil.Design/methodology/approachResidents’ perceptions were investigated by combining measurement scales based on previous studies in the literature; thus, a survey of 236 Brazilian citizens was employed, followed by exploratory factor analysis.FindingsTwo factors related to country reputation were identified. Factor 1, residents’ perceptions related to their overall satisfaction with Brazil, shows that Brazilians like and respect the country yet have low levels of trust – this dimension involves place attachment because of its emotional influences. Factor 2, representing residents’ perceptions of Brazil’s reputation abroad, shows that Brazilians think the country has a moderately positive image but not a desirable and good reputation abroad – these results indicate the need for improvements through governmental efforts.Research limitations/implicationsAs this study opted for a comprehensive sample and not for a stratified sample, it was not possible to explore specific aspects regarding each region (Midwest, North, Northeast, Southeast and South) of the country. This type of detail could be interesting due to Brazil’s diversity. To identify destination-branding opportunities, further study should investigate Brazilian regions or cities from the residents’ point of view.Practical implicationsInterdisciplinary debate is encouraged among scholars, consultants, businesses and government authorities involved on the reputation of a country.Social implicationsShowing how the population feels about the country may offer ways of thinking about how to improve the satisfaction of these “ambassadors” of the brand Brazil, which could have impacts in the foreign perceptions about Brazil.Originality/valueThis study contributes to the understanding of country reputation by exploring residents’ perceptions and roles related to their satisfaction and attachment to Brazil.