Artículo de revista
Determinants of the success of global and local brands in Latin America
Fecha
2015Registro en:
Revista de Administracao de Empresas, Vol. 55, No. 5, pp. 539-550, Septiembre 2015
DOI: 10.1590/S0034-759020150506
Autor
Farías Nazel, Pablo
Institución
Resumen
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 characteristics affect the success of global and local brands in the region. Hypotheses
are tested using data obtained from top brands rankings reported in five Latin American markets
(Argentina, Brazil, the Caribbean and Central America, Chile and Mexico). The study design considers
estimating a logistic regression on a binomial dependent variable measuring whether 475 top brands
are global or local brands, with product category characteristics as independent variables. Results
reveal that product categories related to subscriptions, local tastes, high-tech, and global citizenship
do have an impact on the success of global and local brands in Latin America.