Zobrazeno 1 - 7
of 7
pro vyhledávání: '"Miguel Ángel López-Lomelí"'
Autor:
Maria Elena Vázquez Lira, Miguel Ángel López-Lomelí, Miguel Ángel Montoya-Bayardo, Alejandro Romero
Publikováno v:
Marketing in Latin America and the Caribbean ISBN: 9781003102472
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::2defbe0dba2debbe1ceeb51923e2f448
https://doi.org/10.4324/9781003102472-18
https://doi.org/10.4324/9781003102472-18
Publikováno v:
Spanish Journal of Marketing - ESIC. 23:775-798
This paper fills a gap in the literature on branding, as local and glocal brands have not received as much attention as global brands from academics and practitioners and the scarce amount of relevant research done on glocal branding strategies is ma
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::e6a5a9cec5bc216abe05406601b81335
https://doi.org/10.1108/sjme-10-2018-0046
https://doi.org/10.1108/sjme-10-2018-0046
Publikováno v:
Journal of International Consumer Marketing. 31:395-407
Based on their evaluations, attitudes, and purchase intention towards global, local, or glocal brands, this article provides and understanding of different consumer segments, in an emerging...
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::0cd446cf69b38f2867c93ccc180c3763
https://doi.org/10.1080/08961530.2019.1590282
https://doi.org/10.1080/08961530.2019.1590282
Publikováno v:
Journal of Retailing and Consumer Services. 64:102750
Through an experimental field study, we link improved working conditions for supportive jobs to enhanced brand sales. Results show that improved working conditions for in-store merchandisers based on monetary and non-monetary rewards yield a signific
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::469859c6d06b6edc5097f06b72dd9129
https://doi.org/10.1016/j.jretconser.2021.102750
https://doi.org/10.1016/j.jretconser.2021.102750
Publikováno v:
International Journal of Market Research. 58:795-813
This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for c
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::0476569d50870befba59d136a16659a8
https://doi.org/10.2501/ijmr-2016-046
https://doi.org/10.2501/ijmr-2016-046
Publikováno v:
Mexican Multinationals
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::ea091c5913cf9caa2f0a8f32c25e48f4
https://doi.org/10.1017/9781108616843.004
https://doi.org/10.1017/9781108616843.004
Publikováno v:
Spanish Journal of Marketing-ESIC, Vol 23, Iss 3, Pp 437-459 (2019)
Purpose – This paper fills a gap in the literature on branding, as local and glocal brands have not received as much attention as global brands from academics and practitioners and the scarce amount of relevant research done on glocal branding stra
Externí odkaz:
https://doaj.org/article/6e8b0eb8873d40d8b2f1359a76145755