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Strong brands : how brand strategy and brand communication contribute to build brand equity : the case of navigator

Baeva, Daniela Yasenova
Fonte: Universidade de Coimbra Publicador: Universidade de Coimbra
Tipo: Dissertação de Mestrado
POR
Relevância na Pesquisa
36.36%
In a world of global competition that we are living nowadays, brands are each time more used by companies as a strategy to create value and differentiation and this way to be one step ahead of their rivals. A "brand" is the result of the recognition and the personal attachment that forms in the hearts and minds of the customers through their accumulated experience with that “brand”. These experiences contribute to increased consumer trust and loyalty and allow building strong relationships with the “brand”. By this way, “brands” promote the increase of shareholder value and establish a long-term advantage in the marketplace for organisations. Companies recognise that strong brands are and have been historically associated with accelerated revenue growth and improved returns to shareholders. That is why, each time more organisations focus their strategies on building powerful brands as they represent competitive advantage and they are a key success factor in creating value to the customer and at the same time value to the company. In this regard, this study intends to show how effective brand strategy and brand communication contribute to build brand equity and consequently create a strong brand. For this purpose, the case study of Navigator was chosen...

Análise da seleção e segmentação de fornecedores estratégicos em uma cadeia global de valor: estudo de caso em uma empresa multinacional manufatureira de bens de consumo não-duráveis do setor de higiene e limpeza doméstica no Brasil.; Analysis of strategic suppliers selection and segmentation in a global value chain.

Pollice, Fábio Ferraz de Arruda
Fonte: Biblioteca Digitais de Teses e Dissertações da USP Publicador: Biblioteca Digitais de Teses e Dissertações da USP
Tipo: Dissertação de Mestrado Formato: application/pdf
Publicado em 18/10/2006 PT
Relevância na Pesquisa
36.16%
O cenário de negócios atual se caracteriza pela competição feroz em mercados globais, pela introdução de produtos com ciclos de vida cada vez mais curtos e por uma expectativa elevada por parte dos clientes e consumidores. Estas demandas vêm forçando as empresas a investirem seu foco e atenção em suas cadeias de suprimentos. Para reduzir custos e melhorar os níveis de serviço, as estratégias de fornecimento, de manufatura e de distribuição de produtos são elaboradas levando em consideração os vários elos e interações existentes na cadeia de suprimentos. As grandes empresas multinacionais manufatureiras do setor de bens de consumo não-duráveis entenderam rapidamente esta mensagem e alavancadas por suas escalas globais, passaram a tratar a gestão estratégica dos custos de matérias-primas como importante vantagem competitiva, utilizando seu imenso poder de negociação junto à sua base de fornecedores para obter descontos significativos na compra de grandes volumes de matérias-primas, reduzindo o número de fornecedores, através de processos de seleção estratégicas. Com altos volumes de produção (milhões de unidades por mês) e baixo preço unitário de venda, estas multinacionais (como Nestle, P&G, Unilever...

Associação de marca país em processos de internacionalização de marcas: estudo de casos com marcas brasileiras; Country brand association in brands internationalization processes: case studies with Brazilian brand

Machado, Marcos Cesar Conti
Fonte: Biblioteca Digitais de Teses e Dissertações da USP Publicador: Biblioteca Digitais de Teses e Dissertações da USP
Tipo: Tese de Doutorado Formato: application/pdf
Publicado em 22/03/2013 PT
Relevância na Pesquisa
36.56%
Este estudo aborda um tema relevante para empresas brasileiras com interesse no mercado global, que é a decisão de associar-se ou não à "Marca Brasil" em processos de internacionalização de suas marcas. A economia brasileira vem ocupando uma posição de mais evidência no cenário econômico mundial, trazendo oportunidades para empresas brasileiras se inserirem no mercado global. Marcas fortes são um dos meios mais efetivos de construção de valor agregado. Estereótipos que compradores possuem a respeito do país de origem de um produto influenciam sua avaliação, além das características intrínsecas deste produto. Este é o chamado efeito país de origem. Ou seja, o país de origem também é uma "marca", fazendo-se necessário que as empresas brasileiras compreendam este fenômeno. Embora o número de pesquisas acadêmicas brasileiras sobre o tema venha aumentando, a sua relevância justifica seu aprofundamento. A contribuição desta tese foi compreender como as empresas estudadas tomam a decisão de associar-se ou não à "Marca Brasil", aspecto que ainda não tinha sido especificamente estudado em outros trabalhos. Depois de estudada a literatura sobre o tema, verificou-se como empresas brasileiras específicas compreendem os conceitos de "efeito país de origem" e "marca país". Finalmente...

Posicionamento de marcas de serviços no contexto da inovação disruptiva: um estudo de caso no setor de telecomunicações; Positioning of services brands in the context of disruptive innovation: a case study in telecommunications market

Oliveira, Bruno Antunes
Fonte: Biblioteca Digitais de Teses e Dissertações da USP Publicador: Biblioteca Digitais de Teses e Dissertações da USP
Tipo: Dissertação de Mestrado Formato: application/pdf
Publicado em 23/08/2013 PT
Relevância na Pesquisa
36.26%
Este trabalho enfoca o campo de atuação do marketing de serviços, setor cada vez mais representativo nas economias mundiais, em que a competitividade igualmente crescente demanda das empresas a capacidade de inovar e se diferenciar continuamente em prol da sobrevivência e crescimento. As características distintivas de marcas de serviços, sobretudo o caráter intangível da prestação, trazem para estas empresas o desafio da transformação dos serviços em benefícios concretos, buscando um posicionamento sólido junto aos consumidores e influenciando o processo de decisão de compra. Assim, é objetivo deste trabalho estudar como o posicionamento de marcas de serviços é gerido quando ocorre a introdução de uma inovação disruptiva, ou seja, quando a empresa decide pela introdução de uma tecnologia de ruptura, com uma proposição de valor consideravelmente diferente da tecnologia vigente. A metodologia adotada envolveu primeiramente a revisão de literatura nos temas de marketing de serviços, segmentação/posicionamento e aspectos da inovação disruptiva, buscando um entendimento da relação entre os construtos. De forma complementar, considerando-se a adequação com a questão de pesquisa, decidiu-se pela condução de um estudo de caso enfocando uma empresa do setor de serviços de telecomunicação móvel brasileiro...

Suscetibilidade para a cultura de consumo global sob a ótica de marcas globais: um estudo de características comuns entre culturas baseado na teoria clássica e na teoria de resposta ao item; Susceptibility to global consumer culture under the perspective of global brands: a study of common features based between cultures in classical theory and theory of response to item

Merino, Martin Nelson Hernani
Fonte: Biblioteca Digitais de Teses e Dissertações da USP Publicador: Biblioteca Digitais de Teses e Dissertações da USP
Tipo: Tese de Doutorado Formato: application/pdf
Publicado em 04/02/2014 PT
Relevância na Pesquisa
66.65%
Mais da metade da população no mundo vive em povoados e cidades. Estes lugares correspondem àqueles que têm sido imediata e diretamente influenciados pela globalização. Nesse cenário, muitas empresas multinacionais estão alterando seus portfólios de marcas em favor de marcas globais; essa situação faz com que surja o conceito de cultura de consumo global - conjunto de símbolos relacionados ao consumo e comportamentos que são comumente entendidos, mas não, necessariamente, compartilhados pelos consumidores e negócios ao redor do mundo. Isso dependeria da suscetibilidade para a cultura de consumo global (SCCG), uma característica ou traço latente dos consumidores que varia através dos indivíduos e é refletido no desejo dos consumidores ou tendências para a aquisição e uso de marcas globais. Esse traço, pela literatura revisada, compreenderia a conformidade com a tendência de consumo global, percepção de qualidade, prestígio social, responsabilidade social, credibilidade de marca, risco percebido e custo de informação armazenada. É nesse contexto, portanto, que se insere a presente tese, ao caracterizar e verificar o impacto dos traços latentes da suscetibilidade para a cultura de consumo global (SCCG) de consumidores em distintas culturas (países) na aquisição de marcas globais. A pesquisa empírica consistiu de um survey com uso de questionário pela Internet...

When a local competitor (slightly) shakes up the global giant : a case on the soft drink market

Fachada, Joaquina Mimoso
Fonte: Fundação Getúlio Vargas Publicador: Fundação Getúlio Vargas
Tipo: Dissertação
EN_US
Relevância na Pesquisa
36.28%
As marcas globais mantiveram muita atenção no campo do marketing (Kotler, 1997; Holt, Quelch, e Taylor, 2004; Özsomer e Altaras, 2008), enquanto as marcas locais foram subestimadas (Ger, 1999; Schuiling e Kapferer, 2004). No entanto, o debate adaptação contra padronização foi amplamente discutido. Centra-se na definição de como uma empresa internacional deve construir a sua estratégia: ao padronizar sua estratégia de marketing ou, adaptando para melhor atender a cultura e às necessidades locais (Levitt, 1983; Subhash, 1989; Herbig, 1998; Holt, 2004; Melewar e Vemmervik , 2004; Heerden e Barter, 2008). No entanto, este assunto não foi discutido no contexto específico do consumo alternativo oferecido por concorrentes locais específicos. Hoje em dia, um aumento na oferta de produtos alternativos é observado. O consumo socialmente responsável está crescendo (Sen e Bhattacharya, 2001; Holt, 2002; Loureiro, 2002; François-Lecompte e Valette-Florence, 2006). O mercado dos refrigerantes de cola é de interesse particular. Colas alternativas são refrigerantes de cola que surgiram durante a última década em algumas regiões ou zonas específicas do mundo. Estas colas claramente posicionam-se como uma alternativa ao refrigerante global Coca-Cola. A alternativa não é baseada no preço mas nas características especiais dos produtos que constituem uma proposição de valor específica...

A construção de uma marca corporativa global no sucesso da internacionalização: um desafio às empresas brasileiras do segmento business to business

Strobel, Fernando José
Fonte: Fundação Getúlio Vargas Publicador: Fundação Getúlio Vargas
Tipo: Dissertação
PT_BR
Relevância na Pesquisa
46.44%
Considerando o crescente número de empresas brasileiras que tem investido em unidades operacionais no exterior e a necessidade de criar a identidade de uma corporação transnacional, esta pesquisa objetivou explorar a existência e a influência de um processo estruturado de construção de marca corporativa global por parte de empresas transnacionais brasileiras do segmento business to business. Um estudo múltiplo de casos foi realizado entre cinco empresas significativas listadas no ranking de transnacionalidade. Ao final desta pesquisa, foi possível verificar que embora todas as empresas estudadas afirmarem possuir um processo de construção de marca corporativa global, tal fato não se confirmou. Também verificou-se que o nível de maturidade do processo entre as empresas é diverso, bem como a sua importância no sucesso da internacionalização, diante das características distintas das corporações estudadas. Uma série de dificuldades neste processo, bem como as soluções adotadas e propostas são indicadas. A relevância dos diversos stakeholders no Brasil e no exterior no processo de internacionalização foi analisada, e entre as empresas estudadas não houve uma forte distinção destes no Brasil e no exterior. Verificou-se haver aderência entre os processos espontâneos de construção de marca corporativa das empresas e as linhas de pensamento dos pesquisadores estudados...

Ethical fashion brands : promotion approach or a real value

Guedes, Maria da Graça
Fonte: Universidade do Minho Publicador: Universidade do Minho
Tipo: Conferência ou Objeto de Conferência
Publicado em 23/12/2011 POR
Relevância na Pesquisa
36.44%
Ethical fashion appears as a conscious consumption movement in the 90’s. It covers product offers and styles increasingly diverse. This movement has become a sustainable brand strategy, and so the number of ethical brands grew significantly in recent years, as well as their turnover. Consumers find in ethical brands a set of values that fulfill not only their need for style but also give the opportunity, through consumption, to contribute to environmental preservation, to the improvement of working conditions and better of quality of life in their countries and in less developed countries. Alternative marketing plays a key role in creating the market image of ethical fashion brands, by assuring transparency and clarity of messages, credibility and continuity, so that their differentiation factors can be step by step assimilated and understood by consumers. The study of a set of ethical fashion brands allowed to observe that these usually at the stage of market entry tend towards opting to offer a specific value, communicated clearly. Progressively, the elements of brand differentiation evolve into integrated value systems, which involve the development of complex organizational models. The market growing demand for ethical fashion brands and products suggests that ethics in fashion have a tendency to be a requirement in a near future for most brands. We argue that the market trends within a relatively short time point towards the adoption of ethical principles by the fashion brands and towards the adoption of social responsibility by companies that manage these brands. These two aspects will be an essential condition for competitiveness in order to survive in the global market. This trend could be considered similar to those that have determined the emergency requirement of other competitive factors such as quality. While the competitive material or technological may be spread at a relatively rapid rate and with similar characteristics across the value chain; the strategies focused on values such as ethics and Corporate Social Responsibility...

Communication in sustainable fashion brands; A Comunicação nas marcas de moda sustentável

Araújo, Mariana Bezerra Moraes de; Broega, A. C.; Ribeiro, Silvana Mota
Fonte: Universidade do Minho Publicador: Universidade do Minho
Tipo: Conferência ou Objeto de Conferência
Publicado em 05/11/2014 ENG
Relevância na Pesquisa
36.26%
ISBN: 978 88 6493 027 5; This article aims to analyze the relationship between communication and sustainable fashion brands observing the importance of communication in the visibility of the brand and its relationship with the consumer. This paper will address the sustainability and how environmental issues have become a global concern, including in fashion, that has to incorporate it, thinking of products in a more conscious way. In this context, we observe the emergence of a conscious consumption and simultaneously the growing of sustainable fashion brands. We also address the issue of brand communication and its importance.; O presente artigo tem como objetivo fazer uma análise da relação entre a comunicação e as marcas de moda sustentável, observando a importância da comunicação na visibilidade das marcas e na sua relação com o consumidor. Neste trabalho, serão abordadas a sustentabilidade e como as questões ambientais se tornaram uma preocupação mundial, inclusive na moda, que tem vindo a incorporá-la, pensando em produtos de forma mais consciente. Neste contexto, observa-se o surgimento de um consumo consciente e, paralelamente, de marcas de moda sustentável. Será ainda abordada a questão da comunicação de marcas e a sua importância.

How different chocolate brands influence our chocolate perception and buying behavior?

Mitrovic, Jelena
Fonte: Instituto Universitário de Lisboa Publicador: Instituto Universitário de Lisboa
Tipo: Dissertação de Mestrado
Publicado em //2014 ENG
Relevância na Pesquisa
36.41%
Master in Marketing; This master dissertation is based on a research conducted in order to answer the question ‘How different chocolate brands influence our chocolate perception and buying behavior?’. This research was conducted with a sample of 101 respondents through a structured questionnaire. All data acquired were analyzed in the SPSS software, due to its huge potential to compare different variables, that is, different aspects of data. The main aim of this research is to compare three chocolate brands, namely Milka, Lindt and Richart. Differences between these brands in every aspect of marketing mix and positioning strategies should explain some of consumers’ perceptions and chocolate preferences. The indirect aim of this research is to show some of the overall chocolate consumption patterns of the representative sample of the population. More precisely, it explains patterns of respondents’ buying behavior, their motivations and different perceptions and attitudes regarding this issue. Apart from this, this master dissertation provides an overview of the global chocolate industry and market, overall chocolate consumption, as well as some major principles of brand building and management, in line with the subject. All the information from this thesis are aimed to marketing managers who would like to get some strategic insights connected to this matter...

Infidel Brands: Unveiling Alternative Meanings of Global Brands at the Nexus of Globalization, Consumer Culture, and Islamism

Izberk-Bilgin, Elif
Fonte: Oxford University Press Publicador: Oxford University Press
Tipo: Artigo de Revista Científica Formato: text/html
EN
Relevância na Pesquisa
46.47%
Religion and ideology are prominent forces shaping consumption. While consumer researchers have studied both topics considerably, examinations of religious ideology remain scant. Notably lacking is research on how religion, myths, and ideology intertwine in the marketplace, informing attitudes toward brands. This ethnography investigates how the religious ideology of Islamism informs brand meanings among low-income Turkish consumers and identifies three discourses that construct global brands as infidels. Informants use the infidel parable to characterize market societies as devoid of social equality, morality, and justice. Their critique culminates in a consumer jihad against global brands. Through the consumer jihad, informants accommodate and protest the social crises posed by modernity and globalization as they seek to recreate the Golden Age of Islam. Exploring the relationships among economic means, cultural capital, and religious ideology helps this study bridge related domains of research on religiosity, ideology, and brand meanings that are often investigated separately.

An Ethnography of Brand Piracy in Guatemala

Thomas, Kedron
Fonte: Harvard University Publicador: Harvard University
Tipo: Thesis or Dissertation
EN_US
Relevância na Pesquisa
36.35%
An important dimension of contemporary capitalism is the global spread of intellectual property rights law, drawing new attention by governments and media to the unauthorized copying of fashion brands. In this dissertation, I draw on sixteen months of ethnographic research with small-scale, indigenous Maya garment manufacturers to examine the cultural and moral context of brand piracy in Guatemala. I analyze what practices of copying and imitation, some of which qualify as piracy under national and international law, among Maya manufacturers reveal about two aspects of the social field: first, changing economic and cultural conditions following waves of neoliberal economic and legal reform, and, second, the nonlinear reproduction of forms of moral and legal reckoning at the margins of the global economy and amidst mounting insecurities that include rising violent crime rates and legal impunity for violent crime. I examine how practices of copying and imitation among manufacturers and competitive behavior more generally are evaluated locally in light of kin relations that promote the sharing of knowledge and resources within a somewhat loose property regime and given ideologies of race and nation that encourage class-based solidarity among Maya people. I find that the normative models and business practices evident among these manufacturers parochialize official portraits of progress...

The Work of the New Economy: Consumers, Brands, and Value Creation

Foster, Robert J.
Fonte: American Anthropological Association Publicador: American Anthropological Association
Tipo: Artigo de Revista Científica
ENG
Relevância na Pesquisa
36.19%
My goal in this essay is to apprehend claims about person/product relationships now circulating in the world of business. I take up approaches that presuppose the embeddedness of economic action in shifting networks or assemblages of people and things (human and nonhuman actors), and that call attention to the agency distributed within such networks. I discuss the work of Michel Callon and his colleagues and specifically their notion of “the economy of qualities” (Callon et al. 2002). I pose two sets of related questions. First, can we translate marketing claims that relationships between consumers and corporate brands define a locus of value creation into the terms of Marx’s theory of value? And how might this translation revise not only the marketing claim, but also Marx’s understanding of surplus value creation? Second, can we translate the claim that value creation hinges on a dynamic relationship between corporations and consumers into terms of a theory of participatory democracy? That is, what sort of political potential might inhere in this relationship? In particular, how might this relationship endow consumers with agency not only in value creation but also in “making things public” (Latour 2005b)? I address these questions of commodity networks and consumer agency with a set of visual props drawn from my research into the socio-technical lives of an iconic type of global commodity: Coca-Cola brand soft drinks.

Global Value Chains in the Electronics Industry : Was the Crisis a Window of Opportunity for Developing Countries?

Sturgeon, Timothy J.; Kawakami, Momoko
Fonte: Banco Mundial Publicador: Banco Mundial
Relevância na Pesquisa
36.46%
This paper presents evidence of the importance of electronics global value chains (GVCs) in the global economy, and discusses the effects of the recent economic crisis on the industry. The analysis focuses on how information is exchanged and introduces the concept of "value chain modularity." The authors identify three key firm level actors -- lead firms, contract manufacturers, and platform leaders -- and discuss their development, or "co-evolution" in the context of global integration. Company, cluster, and country case studies are then presented to illustrate how supplier capabilities in various places have developed in the context of electronics global value chains. The findings identify some of the persistent limits to upgrading experienced by even the most successful firms in the developing world. Four models used by developing country firms to overcome these limitations are presented: (1) global expansion though acquisition of declining brands (emerging multinationals); (2) separation of branded product divisions from contract manufacturing (original design manufacturing (ODM) spinoffs); (3) successful mixing of contract manufacturing and branded products (platform brands) for contractors with customers not in the electronic hardware business; and (4) the founding of factory-less product firms that rely on global value chains for a range of inputs...

Generating global brand equity through corporate social responsibility to key stakeholders

Torres, Anna; Bijmolt, Tammo H. A.; Tribó, Josep A.
Fonte: Universidade Carlos III de Madrid Publicador: Universidade Carlos III de Madrid
Tipo: Trabalho em Andamento Formato: application/octet-stream; application/octet-stream; application/pdf
Publicado em /09/2010 ENG
Relevância na Pesquisa
56.41%
In this paper we argue that socially responsible policies have positive short-term and long-term impact on equity of global brands. We find that corporate social responsibility towards all stakeholders, whether primary (customers, shareholders, employees and suppliers) or secondary (community), have positive effects on brand equity value, where the secondary stakeholders are even more important than primary stakeholders. In addition, policies aimed at satisfying community interests act as a mechanism to reinforce trust that gives further credibility to social responsible polices with other stakeholders. The result is a decrease in conflicts among stakeholders and greater stakeholder willingness to provide intangible resources that enhance brand equity. We provide support of our theoretical contentions using a panel data composed of 57 global brands, originating from 10 countries (USA, Japan, South Korea, France, the UK, Italy, Germany, Finland, Switzerland and the Netherlands) for the period 2002 to 2007. We use detailed information on brand equity obtained from Interbrand and on corporate social responsibility provided by the Sustainalytics Global Profile (SGB) database, as compiled by Sustainalytics.

Generating global brand equity through corporate social responsibility to key stakeholders

Torres, Anna; Bijmolt, Tammo H. A.; Tribó, Josep A.; Verhoef, Peter
Fonte: Elsevier Sequoia Publicador: Elsevier Sequoia
Tipo: info:eu-repo/semantics/acceptedVersion; info:eu-repo/semantics/article Formato: application/pdf
Publicado em /03/2012 ENG
Relevância na Pesquisa
56.52%
In this paper, we argue that corporate social responsibility (CSR) to various stakeholders (customers, shareholders, employees, suppliers, and community) has a positive effect on global brand equity (BE). In addition, policies aimed at satisfying community interests help reinforce the credibility of social responsibility policies with other stakeholders.Wetest these theoretical contentions by using panel data comprised of 57 global brands originating from10 countries (USA, Japan, South Korea, France, UK, Italy, Germany, Finland, Switzerland, and The Netherlands) for the period from 2002 to 2008. Our findings show that CSR toward each of the stakeholder groups has a positive impact on global BE. In addition, global brands that follow local social responsibility policies in communities obtain strong positive benefits through the generation of BE, enhancing the positive effects of CSR toward other stakeholders, particularly customers. Therefore, for managers of global brands, when generating brand value, it is particularly effective to combine global strategies with the need to satisfy the interests of local communities.

DETERMINANTS OF THE SUCCESS OF GLOBAL AND LOCAL BRANDS IN LATIN AMERICA

Farías,Pablo
Fonte: Fundação Getulio Vargas, Escola de Administração de Empresas de S.Paulo Publicador: Fundação Getulio Vargas, Escola de Administração de Empresas de S.Paulo
Tipo: Artigo de Revista Científica Formato: text/html
Publicado em 01/10/2015 EN
Relevância na Pesquisa
46.66%
ABSTRACTThe 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.

Small farms building global brands through social networks

Dentoni, Domenico; Reardon, Thomas
Fonte: Wageningen Academic Publishers Publicador: Wageningen Academic Publishers
Tipo: Artigo de Revista Científica
Publicado em //2010 EN
Relevância na Pesquisa
36.35%
Small farms have the option of competing in the global market by pursuing a niche brand differentiation strategy. However, they usually face tight financial constraints when attempting to build a food brand that meets both the desires of a small segment of distant final consumers and the requirements of its international buyers. In this study, we explore how small farms can use social networks to start transacting with international buyers and to build global niche brands. Following a 'grounded theory' approach, we analyzed the evidence collected from 34 cases of small farms producing single-estate extra-virgin olive oil and other specialty food products in Italy. The analysis led to the following conclusions. First, small olive oil farmers can build brand associations and perceived brand quality, and ultimately brand equity, by developing social ties with third-party endorsers that are outside the product supply chain but have high status in the market. Second, to intentionally develop these social ties, small olive oil farmers need to obtain information both on (a) international consumer preferences for olive oil attributes and (b) which actors have the high status to endorse and promote the individual brands. Third, use of social ties with high-status endorsers for brand development is more effective when international consumers' familiarity with the product is lower and their preference for credence attributes stronger. While concerning a developed country that moreover enjoys a strong reputation in relation to the product...

Transnational Crisis in Global Public Relations: The Chiquita Brands Case; Crisis transnacional global en relaciones públicas: el caso Chiquita Brands

Giraldo-Dávila, Andrés Felipe; Universidad de Medellín; Botero-Montoya, Luis Horacio; Universidad de Medellín; Molleda, Juan Carlos; Colegio de Periodismo y Comunicaciones de la Universidad de Florida; Bravo, Vanessa; Universidad de Florida
Fonte: Universidad de la Sabana Publicador: Universidad de la Sabana
Tipo: Artigo de Revista Científica
SPA
Relevância na Pesquisa
36.42%
The Cross-National Conflict Shifting theory is an analytical focus that helps to understand public relations from a cultural, ethical and political perspective where stakeholders exert pressure about the behavior of transnational corporations, especially in subsidiaries that operate in developing countries.This research project explores the issue of the transnational crisis generated by the case of Chiquita Brands, suspected of having sponsored paramilitary groups in Colombia between 1997 and 2004. This study offers the results of a quantitative content analysis carried out analyzing the news content about this transnational crisis in major newspapers published in Colombia and the United States.We analyzed a total of 146 news stories between March 1, 2007 and June 30, 2008, time in which this transnational corporation confronted a judiciary demand in the United States and developed corporative responses to face the crisis. The study was developed by a group of researches formed by professors and students of the School of Communication at the Universidad de Medellín, Colombia, and the College of Journalism and Communications at the University of Florida, in the United States.; La teoría sobre la crisis transnacional es un enfoque analítico que permite comprender las relaciones públicas desde una perspectiva cultural...

HOW GLOBAL AND LOCAL ENERGY DRINK BRANDS COMPETE IN BRAZIL

Castello Branco, Luiza Szczerbacki
Fonte: Universidade Federal do Espírito Santo Publicador: Universidade Federal do Espírito Santo
Tipo: info:eu-repo/semantics/article; info:eu-repo/semantics/publishedVersion; Formato: application/pdf
Publicado em 11/12/2015 ENG
Relevância na Pesquisa
36.54%
The purpose of this paper is to analyze the marketing strategy of global and local energy drink brands in the Brazilian market. The author utilizes marketing strategy theories and competition analysis theories to support his arguments about the impact of these brands in Brazil. This paper is characterized as an exploratory study that provides a holistic framework to important strategic decisions that managers have to make. The results show that Brazil as a less developed economy tends to associate global brands as having a high quality than the local ones, so local brands are strategy adapting their products to being more similar with the well-known global brands.