DETERMINANTS OF THE SUCCESS OF GLOBAL AND LOCAL BRANDS IN LATIN AMERICA
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| Format: | Artículo científico |
| Language: | en |
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Fundação Getulio Vargas
2015
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| _version_ | 1876453787475902464 |
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| author | PABLO FARÍAS |
| author_facet | PABLO FARÍAS |
| contents | DETERMINANTS OF THE SUCCESS OF GLOBAL AND LOCAL BRANDS IN LATIN AMERICA PABLO FARÍAS Administración y Contabilidad Branding local brands Latin America global brands product category 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. 2015 artículo científico 0034-7590 https://www.redalyc.org/articulo.oa?id=155142201006 https://www.redalyc.org/journal/1551/155142201006/ https://www.redalyc.org/journal/1551/155142201006/html/ https://www.redalyc.org/journal/1551/155142201006/155142201006.epub https://www.redalyc.org/journal/1551/155142201006/movil en http://www.redalyc.org/revista.oa?id=1551 RAE - Revista de Administração de Empresas application/pdf Fundação Getulio Vargas RAE - Revista de Administração de Empresas (Brasil) Num.5 Vol.55 |
| format | Artículo científico |
| id | redalyc_155142201006 |
| institution | Redalyc |
| language | en |
| publishDate | 2015 |
| publisher | Fundação Getulio Vargas |
| spellingShingle | DETERMINANTS OF THE SUCCESS OF GLOBAL AND LOCAL BRANDS IN LATIN AMERICA PABLO FARÍAS Administración y Contabilidad Branding local brands Latin America global brands product category DETERMINANTS OF THE SUCCESS OF GLOBAL AND LOCAL BRANDS IN LATIN AMERICA PABLO FARÍAS Administración y Contabilidad Branding local brands Latin America global brands product category 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. 2015 artículo científico 0034-7590 https://www.redalyc.org/articulo.oa?id=155142201006 https://www.redalyc.org/journal/1551/155142201006/ https://www.redalyc.org/journal/1551/155142201006/html/ https://www.redalyc.org/journal/1551/155142201006/155142201006.epub https://www.redalyc.org/journal/1551/155142201006/movil en http://www.redalyc.org/revista.oa?id=1551 RAE - Revista de Administração de Empresas application/pdf Fundação Getulio Vargas RAE - Revista de Administração de Empresas (Brasil) Num.5 Vol.55 |
| title | DETERMINANTS OF THE SUCCESS OF GLOBAL AND LOCAL BRANDS IN LATIN AMERICA |
| topic | Administración y Contabilidad Branding local brands Latin America global brands product category |
| url | https://www.redalyc.org/articulo.oa?id=155142201006 https://www.redalyc.org/journal/1551/155142201006/ https://www.redalyc.org/journal/1551/155142201006/html/ https://www.redalyc.org/journal/1551/155142201006/155142201006.epub https://www.redalyc.org/journal/1551/155142201006/movil |