Made in Brazil “todo mundo usa”?: efeito país de origem na imagem da marca de sandálias Havaianas

Abstract

This article aims to identify whether international consumers are sensitive to the country of origin as its associative element being the brand image and the image they perceive in relation to that country does or does not affect their purchasing decision regarding foreign brands. In order to achieve the results, the brand of Brazilian sandals Havaianas was used as reference. In addition to literature review, the methodology included a questionnaire, with the targets being people between 18 and 30 years linked to AIESEC. It was found that, although not being the feature that most influences the purchase decision process, international consumers like to know the country of origin of the brand. In the absence of stronger associations with the brand, the country of origin is used as an evidence of the benefits that it can offer.