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

被引：5

作者：

Farias, Pablo ^{[1
]}

机构：

[1] Univ Chile, Fac Econ & Negocios, Santiago Del Chile, Chile

来源：

RAE-REVISTA DE ADMINISTRACAO DE EMPRESAS | 2015年 / 55卷 / 05期

关键词：

Branding; Latin America; local brands; global brands; product category; INTERNATIONAL BRANDS; EMERGING ECONOMIES; CONSUMERS; STRATEGY; COUNTRY; ORIGIN; PERFORMANCE; ATTITUDES; RELEVANT; IDENTITY;

D O I：

10.1590/S0034-759020150506

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：539 / 550

页数：12

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