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

Revista de Administração de Empresas

Pablo Farías¹ 

关键词: Branding;    Latin America;    local brands;    global brands;    product category;    Branding;    América Latina;    marcas locais;    marcas globais;    categoria de produto;    Branding;    América Latina;    marcas locales;    marcas globales;    categoría de producto;   

DOI  :  10.1590/S0034-759020150506

来源: SciELO

【 摘 要 】

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.

【 授权许可】

CC BY   
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