... to international marketing literature by examining the hitherto unexplored influence of reduced PFWB on domestic product purchases. Brazil Global brands Consumer ethnocentrism Social identity theory Domestic products Financial well-being Perceived financial well-being (PFWB) has received...

... Licensed re-use rights only Marketing Emerging markets Brazil Culture Consumer behaviour Brands In the context of emerging markets, global brands face the challenges of serving and dialoguing with specific cultural meanings and local tensions in order to produce an appropriate fit...

... China and Brazil are culture bound or determined by key characteristics of the product. Design/methodology/approach – A survey was collected in Guangzhou, China, and Porto Alegre, Brazil. Data were analyzed by means of structural equation modeling, checking for measurement invariance between...

...). The growing importance of Brazil in the global economic arena and its economic and cultural differences to other emerging markets (such as India and China) justify the choice of Brazil as the focal country for the study. As with many emerging market firms, Brazilians companies have been late...

... in Brazil, Germany, and Taiwan and shows that cultural adaptation is an important explanatory variable that should be included in the TAM when exploring cross‐cultural issues. Originality/value The value of this paper is that it not only extends the use of TAM to study user acceptance of international e...

... was obtained from the Secretariat of Foreign Trade of the Ministry of Industry, Trade and Tourism of Brazil. Of this total, 53 companies were excluded for the following reasons: 27 were export trading companies; 19 companies were located in Rio de Janeiro but their export activities were conducted in another...

... not materially affect the characteristics of aggressive exporters and that the aggressive‐passive dichotomous model is, with a few exceptions, valid under export stimulation programmes in Brazil. However, it was not possible to affirm that aggressiveness was correlated with firm export performance. Brazil...