Advanced Search
Now showing items 1-10 of 2165
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 markets to evaluate...
Store brand and national brand promotion attitudes antecedents
(Elsevier, 2011)
that national brand promotions
Ailawadi et al. (2001) find in a US-based study. Similarly, Garretson
Journal of Business Research 64 (2011) 286–291
Contents lists available at ScienceDirect
Journal of Businbrands, somemanufacturers of national brands have...
intensified the use of promotions (Garretson et al., 2002) and offer seasonal discounts on their national brands to match the store brand prices (Ailawadi et al., 2001; Sethuraman, 1992). Othermanufacturersmay respondwith non- price promotions...
intensified the use of promotions (Garretson et al., 2002) and offer seasonal discounts on their national brands to match the store brand prices (Ailawadi et al., 2001; Sethuraman, 1992). Othermanufacturersmay respondwith non- price promotions...
Second person pronouns enhance consumer involvement and brand attitude
(Elsevier, 2017)
Online brand messaging, e.g., blogging or posting on social media platforms, has an important role in digital marketing strategy. Such
messaging is largely text based and provides an opportunity for brands to interact with many consumers...
Brand familiarity in Latin America: a new three-dimensional conceptualization and measure
(2016)
Brand familiarity is a construct often used in marketing and consumer behavior for explaining buyer behavior and marketing effects. Advertising agencies and marketing managers use brand familiarity as a measure of marketing and advertising...
The relationship between brand logos and customer relationship in Chile
(2018)
., Eisingerich, A. B., Pol, G., & Park, J. W in 2013, in this study have found the three constructs that affect the brand logo benefit and that the brand logo benefits affect positively to the brand customer commitment. Thus, this study based the on the original...
Determinants of the success of global and local brands in Latin America
(2015)
Submitted 02.10.2014. Approved 09.12.2014
Evaluated by double blind review process. Scientific Editor: José Mauro da Costa Hernandez
DETERMINANTS OF THE SUCCESS OF
GLOBAL AND LOCAL BRANDS IN LATIN
AMERICA
Determinantes do sucesso de marcas globais e locais...
na América Latina Determinantes del éxito de las marcas globales y locales en América Latina ABSTRACT 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...
na América Latina Determinantes del éxito de las marcas globales y locales en América Latina ABSTRACT 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...
Separate and joint effects of advertising and placement
(Elsevier, 2016)
This study explores the effects of the separate and joint effect of advertising, and placement on consumer responses. Specifically, this paper examines these responses in terms of brand awareness, brand attitude, and purchase intention. The study...
Brand Personality in Chile: a combined emic-etic approach
(Universidad de Chile. Facultad de Economía y Negocios, 2010)
25
Estudios de Administración, vol. 17, Nº 1, 2010, pp. 25-50
Brand Personality in Chile: a combined
emic-etic approach
Sergio Olavarrieta
Facultad de Economía y Negocios
Universidad de Chile
solavar...
@fen.uchile.cl Roberto Friedmann Terry College of Business The University of Georgia Enrique Manzur Facultad de Economía y Negocios Universidad de Chile emanzur@fen.uchile.cl Abstract The purpose of our study is to extend previous work on brand personality (Aaker...
@fen.uchile.cl Roberto Friedmann Terry College of Business The University of Georgia Enrique Manzur Facultad de Economía y Negocios Universidad de Chile emanzur@fen.uchile.cl Abstract The purpose of our study is to extend previous work on brand personality (Aaker...
Overview of brand personality research with bibliometric indicators
(Emerald Publishing, 2019)
The purpose of this paper is to present a global view of the research that has been conducted regarding brand personality by using the Core Collection of the Web of Science (WoS) as a reference. The main bibliometric indicators considered are number...
Disclosing Product Placements of Fast Food to Children: The Importance of Reinforcing the Use of Disclosures and the Age of Children
(Taylor & Francis, 2020)
Product or brand placement, the integration of brand/products into TV programs/films, is one of the most controversial forms of promotion. Based on its embedded character, the European Union promulgated in 2010 a norm that obligates broadcasters...