Brand reputation as a fundamental element of international brand positioning for Mexican fashion brands
| dc.citation.epage | 64 | |
| dc.citation.issue | 40 | |
| dc.citation.journalTitle | AD-minister | eng |
| dc.citation.spage | 45 | |
| dc.contributor | Universidad Autónoma de Nuevo León | spa |
| dc.contributor.author | Munoz Alvarado, Laura Berenice | spa |
| dc.contributor.author | Mata- Sánchez, Gabriela | spa |
| dc.date | 2022-06-16 | |
| dc.date.accessioned | 2023-12-13T16:11:00Z | |
| dc.date.available | 2023-12-13T16:11:00Z | |
| dc.date.issued | 2022-06-16 | |
| dc.description | According to current business growth and brand positioning strategies, there are different ways in which companies and fashion brands manage to enter and / or position themselves in new international markets in order to achieve success. This article analyzes brand reputation as an element that influence brand positioning. The data collected from this investigation was generated through previously studied theories and scientific findings. The results obtained show that reputation, prestige and trust are multifactors that have greater relevance and weight in a brand’s positioning in an international market. For this article, the methodology will be a set of a qualitative descriptive and interpretive findings based on the objective of the research. | eng |
| dc.description | Existen distintas maneras en las cuales las empresas y las marcas de moda logran entrar y posicionarse en nuevos mercados internacionales con el fin de alcanzar el éxito. El propósito de este artículo es analizar la reputación como elemento fundamental del posicionamiento internacional de las marcas mexicanas de moda. Los datos recaudados para esta investigación se generaron con una metodología cualitativa, a través de entrevistas semiestructuradas a especialistas del sector, tanto del ámbito empresarial como académico. Los resultados muestran que la reputación tiene gran relevancia y peso para determinar el posicionamiento comercial de una marca en el mercado internacional. | spa |
| dc.format | application/pdf | |
| dc.identifier.doi | 10.17230/Ad-minister.40.3 | |
| dc.identifier.issn | 2256-4322 | |
| dc.identifier.issn | 1692-0279 | |
| dc.identifier.uri | http://hdl.handle.net/10784/33187 | |
| dc.language.iso | spa | |
| dc.publisher | Universidad EAFIT | spa |
| dc.relation.isversionof | http://publicaciones.eafit.edu.co/index.php/administer/article/view/6773 | |
| dc.relation.uri | http://publicaciones.eafit.edu.co/index.php/administer/article/view/6773 | |
| dc.rights | info:eu-repo/semantics/openAccess | eng |
| dc.rights | Copyright © 2022 Laura Berenice Munoz Alvarado, Gabriela Mata- Sánchez | eng |
| dc.rights.acceso | Libre acceso | spa |
| dc.rights.accessrights | openAccess | eng |
| dc.source | AD-minister: No 40 (2022) | spa |
| dc.subject.keyword | Brand reputation | eng |
| dc.subject.keyword | International positioning | eng |
| dc.subject.keyword | Brand | eng |
| dc.subject.keyword | Reputación | spa |
| dc.subject.keyword | Posicionamiento internacional | spa |
| dc.subject.keyword | Marca | spa |
| dc.title | Brand reputation as a fundamental element of international brand positioning for Mexican fashion brands | eng |
| dc.title | La reputación de marca como elemento fundamental en el posicionamiento internacional de las marcas mexicanas de moda | spa |
| dc.type | article | eng |
| dc.type | info:eu-repo/semantics/article | eng |
| dc.type | publishedVersion | eng |
| dc.type | info:eu-repo/semantics/publishedVersion | eng |
| dc.type.spa | Artículo | spa |