Determinants of the success of global and local brands in Latin America
MetadataShow full item record
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.
Artículo de publicación Scielo
DOI: DOI: 10.1590/S0034-759020150506
Quote ItemRevista de Administracao de Empresas, Vol. 55, No. 5, pp. 539-550, Septiembre 2015
The following license files are associated with this item: