publication . Article . 2014

Global brands: a brief review

Martin Hernani-Merino;
Open Access Spanish; Castilian
  • Published: 01 Jan 2014 Journal: Journal of Business (issn: 2078-9424, Copyright policy)
  • Publisher: Universidad del Pacífico (Lima, Perú)
Abstract
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). Por tanto, muchas empresas multinacionales están alterando sus portafolios de marcas a favor de marcas globales (Özsomer et al., 2012; Steenkamp, Batra & Alden, 2003). Así, el presente ensayo tiene como objetivo analizar los conceptos y líneas de investigación relacionados al constructo de marcas globales. El trabajo busca entender la definición desde distintas perspectivas de lo que significa marcas globales; para posteriormente, ana...
Subjects
free text keywords: Marcas globales, Global branding., Financial economics, Economics, Humanities, Global branding, Marcas globales; global branding, Commerce, HF1-6182, Business, HF5001-6182
16 references, page 1 of 2

Arnould, E. J., & Thompson, C. J. (2005). Consumer culture theory (CCT): Twenty years of research. Journal of Consumer Research, 31(4), 868-882.

(2000). Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries. Journal of Consumer Psychology, 9(2), 83-95.

Chabowski, B. R., Samiee, S., & Hult, T. M. (2013). A bibliometric analysis of the global branding literature and a research agenda. Journal of International Business Studies, 44(6), 622-634. [OpenAIRE]

Chu, S-C., & Huang, S-C. (2010). College-educated youths' attitudes toward global brands: implications for global marketing strategies. Journal of International Marketing, 22, 129-145.

Dimofte, C. V., Johansson, J. K., & Ronkainen, I. A. (2008). Spanning The Globe, Marketing Management, 17(5), 40-43.

Dimofte, C. V., Johansson, J. K., & Bagozzi, R. P. (2010). Global brands in the United States: How consumer ethnicity mediates the global brand effect. Journal of International Marketing, 18(3), 81-106.

Fetscherin, M., & Heinrich, D. (2015). Consumer brand relationships research: A bibliometric citation meta-analysis. Journal of Business Research, 68(2), 380-390. [OpenAIRE]

Hassan, S. S., Craft, S., & Kortam, W. (2003). Understanding the new bases for global market segmentation. Journal of Consumer Marketing, 20(5), 446-462.

Iversen, N. M., & Hem, L. E. (2011). Reciprocal transfer effects for brand extensions of global or local origin: Evidence from Norway. International Marketing Review, 28(4), 365-411. [OpenAIRE]

Kapferer, J.-N. (2003). As Marcas, Capital da Empresa: criar e desenvolver marcas fortes. Porto Alegre: Bookman.

Kapferer, J.-N. (2004). Marcas, à prova da prática: aprendendo com os erros. 2a ed.

Koll ,O., & Wallpach, O. S. (2009). One brand perception? Or many? The heterogeneity of intra-brand knowledge. Journal of Product & Brand Management, 18(5), 338-345. [OpenAIRE]

Levitt, T. (1983). The Globalization Of Markets. Harvard Business Review, 61(3), 92- 102.

Kapferer, J.-N. (2005). The Post-global brand. Brand Management, 12(5), 319-324. [OpenAIRE]

Lim, J. M., Arokiasamy, L., & Moorthy, M. K. (2010). Global Brands Conceptualization: A Perspective from the Malaysian Consumers. American Journal of Scientific Research, 7, 36-51.

16 references, page 1 of 2
Powered by OpenAIRE Open Research Graph
Any information missing or wrong?Report an Issue
publication . Article . 2014

Global brands: a brief review

Martin Hernani-Merino;