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At the same time that market globalization has progressed, there has been a growing expansion of studies on the country-of-origin (COO) effect. In general, it is admitted that COO influences consumer s product evaluations and purchase decisions. Organizations deal with limited resources, so they need to develop strategies that are appropriated for their budgets. In this sense, COO may be used as a differentiation strategy for Brazilian products in international markets. However, in Brazil the studies about the COO effect are still on their first steps, indicating the relevance of this book s contribution. The main purpose was to investigate the influence COO image has on the attitude towards foreign products. This relation was verified by a research whose focus was Brazil as a COO of high and low-involvement products. Brazilian products analyzed were cow meat, fresh fruits, shoes and furniture. Research s population comprised Dutch undergraduate students. Results showed that Brazil s image negatively affects the attitudes towards Brazilian products. This book could help Brazilian companies that need to deal with issues related to COO in their international marketing activities.

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Dr. Janaina de Moura Engracia Giraldi is a Professor of Marketing and Management at University of SÆo Paulo (USP), Brazil. Janaina received her Doctoral and Master s degrees from the University of SÆo Paulo. She also obtained a Master s of Science degree from the Katholieke Universiteit Leuven (KULeuven), Belgium.

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