Brazil’s image and Brazilian personality: a systematic review from the viewpoint of cordiality

• Published in: Revista de gestão 2019-07, Vol.26 (3), p.274-292
• Main Authors: Lourenção, Marina Toledo de Arruda, Montanari, Maria Gabriela, Giraldi, Janaina de Moura Engracia, Costa, André Lucirton
• Format: Article
• Language: English
• Subjects: brazilian people; Consumers; cordial man; Corporate culture; country image; Exports; Globalization; International relations; Marketing; Personality; Personality traits; Studies; Systematic review; Tourism; Tourist attractions
• ISSN: 2177-8736; 1809-2276; 2177-8736
• DOI: 10.1108/REGE-01-2018-0007

Purpose The purpose of this paper is to identify the characteristics of Brazilian personality, associating them with the cordial man of the book Raízes do Brasil (Roots of Brazil). In addition, it aims to present an agenda for future management studies, suggesting works in several managerial areas which may be influenced by traits of the Brazilian personality. Design/methodology/approach A systematic review of studies on Brazil’s image was developed, so that it was possible to identify the main characteristics of the Brazilian personality. The main personality traits found were compared to those identified in the cordial man, from the book Raízes do Brasil. Findings The results indicate the main traits of Brazilians’ personality: sensual, cunning, cheerful, creative, hospitable, friendly and cordial. These traits are directly related to cordiality, mentioned in some studies, and also indirectly through words alluding to the character of the cordial man. These traits are related to the Brazilians image abroad and have created a confused image of Brazil. Research limitations/implications Regarding the theoretical contribution, the future studies agenda presented suggests the development of papers that relate Brazilians’ personality traits to other areas besides tourism, such as negotiation, organizational culture, exports, foreign direct investment, talent attraction and public diplomacy. Practical implications This study indicated that in practice, the Brazilian Government should develop marketing actions to promote a more consistent image of Brazil, reinforcing its positive aspects and creating new associations that allow Brazil to bring not only tourists but also residents, companies and investors for the country. These positive aspects, regarding the country citizens, can be their affability, hospitality, extraversion and generosity, which can improve the foreigners’ impressions on Brazil. Originality/value The originality of the study is to relate the concept of cordial man to the Brazilian people, showing the main features of their personality and also in the elaboration of an agenda indicating suggestions for future studies that relate the personality traits of Brazilian people with other areas.