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 ...

Cada vez más el término Brand Equity es importante en diversas categorías, de este modo, las compañías buscan construir uno sólido. Asimismo, el Brand Personality en este fenómeno es relevante, pues está relacionado con ...

This book is the most comprehensive resource in the world about the brand identity process for brand builders. It helps you to be responsible for managing, measuring, critiquing, or designing a brand.

This book is the most comprehensive resource in the world about the brand identity process for brand builders. It helps you to be responsible for managing, measuring, critiquing, or designing a brand.

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 ...

Brand pages in social media are a great way to foster consumer gathering around a brand, but it can be challenging to keep fans engaged and coming back to see updated content. Brands with millions of fans on Facebook have ...

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 ...