Purpose

This study aims to investigate the moderating effect of soft power on the relationships between affinity toward country, country image, cosmopolitanism and preference on the internationalization of Brazilian cultural products.

Design/methodology/approach

This survey used data collected from a non-probabilistic sample of 478 Portuguese respondents, which was further analyzed using the partial least squares technique.

Findings

Affinity related to Brazil, the image of Brazil and cosmopolitanism influenced preference, and this, in turn, influenced the internationalization of Brazilian cultural products. Soft power moderated the relationships between cosmopolitanism and preference, country image and preference and preference and internationalization of cultural products.

Research limitations/implications

This study focuses on the internationalization of a cultural product from one particular emerging economy (Brazil) to a specific developed economy (Portugal). Thus, the findings are bound to this specific context. However, it contributes to the field of international marketing research by concentrating on the moderating effects of soft power in the relationship between the investigated constructs.

Practical implications

In the case of Brazilian cultural products, i.e. music, emphases on Brazilian unique resources, i.e. the beauty, excitement, fantasy, mystique, prestige, etc. of natural resources, may be important features to be taken into consideration in national cultural policies.

Originality/value

The study contributes to the international marketing and consumer behavior literature by showing that consumer preference, affinity toward country and cosmopolitanism are important antecedents of the internationalization of cultural products.

中文翻译：

---

文化国际化与软实力

目的

本研究旨在探讨软实力对国家亲和力、国家形象、世界主义和对巴西文化产品国际化偏好之间关系的调节作用。

设计/方法/方法

该调查使用了从 478 名葡萄牙受访者的非概率样本中收集的数据，并使用偏最小二乘法对其进行了进一步分析。

发现

与巴西相关的亲和力、巴西形象和世界主义影响了偏好，进而影响了巴西文化产品的国际化。软实力调节了世界主义与偏好、国家形象与偏好、偏好与文化产品国际化之间的关系。

研究限制/影响

本研究侧重于文化产品从一个特定的新兴经济体（巴西）到特定的发达经济体（葡萄牙）的国际化。因此，研究结果与这一特定背景有关。然而，它通过专注于软实力在被调查构念之间的关系中的调节作用，为国际营销研究领域做出了贡献。

实际影响

就巴西文化产品，即音乐而言，强调巴西独特的资源，即自然资源的美丽、兴奋、幻想、神秘、威望等，可能是国家文化政策需要考虑的重要特征。

原创性/价值

该研究通过表明消费者偏好、对国家的亲和力和世界主义是文化产品国际化的重要前提，为国际营销和消费者行为文献做出了贡献。