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A prospective study on the dimensions of global brands, brand equity and brand value
(2016-02)
This doctoral thesis is about global brands under several perspectives, starting this study with and overview on the matter, followed by a 'step ahead' in the conceptualization of brand equity and brand value. As the global ...
Determinants of the success of global and local brands in Latin America
(2015)
The purpose of this paper is to address the issue of the implementation of global and local brands
in Latin America by drawing on contingency theory to develop and test hypotheses relating to how
product category ...
The local aspect in the successful brands in Latin America: empirical evidence of its prevalence, the role of local and global companies, and Its effect on consumers
(MDPI, 2021)
Local businesses, local brands, and brand names in the local language help to preserve the local culture of a country. Through a content analysis, this study examined the 880 most successful brands in nine Latin American ...
Branded content on twitch: An opportunity for brands
As a consequence of the pandemic caused by Covid-19, the consumption of digital platforms and social networks has grown exponentially, especially the social network analyzed in this paper: Twitch. This platform of increasingly ...
Identification of tools for measuring branded content: A proposal for evaluating its effectiveness
Research on the study of the effectiveness of branded content actions shows that the reference data to draw up projections of results are neither standardized nor homogeneous. This is one of the main barriers that brands ...
Marcas globales: una breve revisión
(Universidad del Pacífico. Facultad de Ciencias EmpresarialesPerú, 2014)
La globalización de los mercados ha colocado a las marcas globales como actores centrales en los ámbitos económico, cultural y psicológico; la evidencia está en todas partes (Özsomer, Batra, Chattopadhyay & Hofstede, 2012). ...
Marcas globales: una breve revisión
(Universidad del Pacífico. Facultad de Ciencias Empresariales, 2014)
La globalización de los mercados ha colocado a las marcas globales como actores centrales en los ámbitos económico, cultural y psicológico; la evidencia está en todas partes (Özsomer, Batra, Chattopadhyay & Hofstede, 2012). ...
Marcas globales: una breve revisión
(Universidad del Pacífico. Facultad de Ciencias Empresariales, 2014)
La globalización de los mercados ha colocado a las marcas globales como actores centrales en los ámbitos económico, cultural y psicológico; la evidencia está en todas partes (Özsomer, Batra, Chattopadhyay & Hofstede, 2012). ...
Methodological approaches for the study of the country brand: The case of Peru and perception in Germany
(IEEE Computer SocietyUS, 2021)
The country brand, in practical terms, can be understood as a branding technique applied to a territory or geographic region in order to achieve a competitive position on a global scale. In this paper, a methodology is ...