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Marcas globales: una breve revisión

Author

Listed:
  • Martín Hernani-Merino

    () (Universidad del Pacífico, Lima (Perú))

  • Rossana Montero–Santos

    () (Universidad del Pacífico, Lima (Perú))

Abstract

La globalización de los mercados ha colocado a las marcas globales como actores centrales en los ámbitos económico, cultural y psicológico; la evidencia está en todas partes (Özsomer, Batra, Chattopadhyay & Hofstede, 2012). Por tanto, muchas empresas multinacionales están alterando sus portafolios de marcas a favor de marcas globales (Özsomer et al., 2012; Steenkamp, Batra & Alden, 2003). Así, el presente ensayo tiene como objetivo analizar los conceptos y líneas de investigación relacionados al constructo de marcas globales. El trabajo busca entender la definición desde distintas perspectivas de lo que significa marcas globales; para posteriormente, analizar brevemente las líneas de investigación del global branding. Finalmente, consideraciones finales son discutidas.

Suggested Citation

  • Martín Hernani-Merino & Rossana Montero–Santos, 2014. "Marcas globales: una breve revisión," Journal of Business, Universidad del Pacífico (Lima, Perú), Universidad del Pacífico (Lima, Perú), vol. 6(1), pages 2-16.
  • Handle: RePEc:udp:journl:v:6:y:2014:i:1:p:2-16
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    Keywords

    Marcas globales; global branding;

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration

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