Academic Journal
Positioning for Global Brands: A Bibliometric Study of Scientific Production in the Area ; Posicionamento de Marcas Globais: Um Estudo Bibliométrico da Produção Científica na Área
| العنوان: | Positioning for Global Brands: A Bibliometric Study of Scientific Production in the Area ; Posicionamento de Marcas Globais: Um Estudo Bibliométrico da Produção Científica na Área |
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| المؤلفون: | Sciasci, Victor, Garcia, Sheila Farias Alves, Galli, Lesley Carina do Lago Attadiai |
| المصدر: | ReMark - Revista Brasileira de Marketing; v. 11, n. 2 (2012): maio - agosto; 69-95 ; 2177-5184 |
| بيانات النشر: | Universidade Nove de Julho - Uninove |
| سنة النشر: | 2012 |
| مصطلحات موضوعية: | Market positioning, Global brands, Marketing, posicionamento, marcas globais |
| الوصف: | This exploratory study aimed to produce bibliometric indicators that would represent the scientific literature on "global brand positioning," published in the last five years (2007-2011), based on the following journals: Journal of International Marketing, The Journal of Consumer Marketing , Journal of Marketing Research and Journal of Product Brand Management. For this purpose, we performed a descriptive, quantitative approach, using the bibliometric method. As a result, it was observed that the frequent theme in selected journals within five years (2007-2011) accounted for 6% of total publications. Note a trend in the development of collaborative articles, with the participation of three or more authors. It appears that the theories most prominently among the articles are Country of Origin Effect (COE), Standardization vs. Globalization, Consumer Behavior and Brand Equity. ; Este estudo teve como objetivo produzir indicadores bibliomtricos que representassem a produo cientfica sobre posicionamento de marcas globais, publicada nos ltimos cinco anos (2007-2011), tomando como base os seguintes peridicos: Journal of International Marketing, The Journal of Consumer Marketing, Journal of Marketing Research e Journal of Product Brand Management. Para tanto, foi realizada uma pesquisa descritiva, de abordagem quantitativa, utilizando o mtodo bibliomtrico. Como resultado, observa-se que a frequncia do tema nos peridicos selecionados no perodo de cinco anos (2007 a 2011) correspondeu a 6% do total das publicaes. Nota-se uma tendncia colaborativa na elaborao dos artigos, com a participao de 3 ou mais autores. Verifica-se que as teorias com maior destaque entre os artigos so Country of Origin Effect (COE), Standardization vs Globalization, Consumer Behavior e Brand Equity. DOI:10.5585/remark.v11i2.2332 |
| نوع الوثيقة: | article in journal/newspaper |
| وصف الملف: | application/pdf |
| اللغة: | Portuguese |
| Relation: | https://periodicos.uninove.br/remark/article/view/11953/5577; https://periodicos.uninove.br/remark/article/view/11953 |
| DOI: | 10.5585/remark.v11i2.2332 |
| الاتاحة: | https://periodicos.uninove.br/remark/article/view/11953 https://doi.org/10.5585/remark.v11i2.2332 |
| Rights: | Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
| رقم الانضمام: | edsbas.CD6EEE10 |
| قاعدة البيانات: | BASE |
| DOI: | 10.5585/remark.v11i2.2332 |
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