A marca nacional portuguesa em Macau
: uma investigação sobre a perceção da marca portuguesa por parte dos residentes em Macau

  • Beatriz Monteverde Valério da Silva Serra (Student)

Student thesis: Master's Thesis


The concept of Nation Brand focuses on the images and perceptions that people in general have about countries, which are influenced by cultural, historical, diverse values, lifestyles or even personal experiences in the countries concerned. We can describe this concept as the strategic self-presentation of a country with the objective of creating reputational capital through its promotion, through economic, political and social interests, internally and externally (Szondi, 2008, p.5 cit. In Foroudi et al ., 2016).The present investigation aims to evaluate the Portuguese national brand in Macau, tracing a socio-demographic profile of the regions under study. It also seeks to understand the influence of Portugal, of the Portugal brand, in the purchasing and decision-making processes, as well as assessing the presence of Portuguese culture in Macau.A comparative study was carried out between the communities of Macao residents of Portuguese origins and non-Portuguese origins, based on two surveys per questionnaire, with a convenience sample of 70 individuals, aged over 43, being of Portuguese origin and 27 of non-Portuguese origin.The results of this investigation reveal a greater relationship with the Portuguese brand by residents of national origin, however there is also a positive assessment of Portugal by other residents. The results of this study also highlight the importance of communication and marketing to reinforce Portuguese influence in this market.
Date of Award22 Mar 2021
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorFernando Ilharco (Supervisor)


  • Nation Brand
  • Portugal
  • Macau
  • Brand equity
  • Relationship
  • Marketing and communication


  • Mestrado em Ciências da Comunicação

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