Positioning for Global Brands: A Bibliometric Study of Scientific Production in the Area

Detalhes bibliográficos
Autor(a) principal: Sciasci, Victor
Data de Publicação: 2012
Outros Autores: Garcia, Sheila Farias Alves, Galli, Lesley Carina do Lago Attadiai
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/11953
Resumo: 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.
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spelling Positioning for Global Brands: A Bibliometric Study of Scientific Production in the AreaPosicionamento de Marcas Globais: Um Estudo Bibliométrico da Produção Científica na ÁreaMarket positioning, Global brands, Marketing.posicionamento, marcas globais, marketingThis 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.v11i2.2332Universidade Nove de Julho - Uninove2012-09-05info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1195310.5585/remark.v11i2.2332ReMark - Revista Brasileira de Marketing; v. 11, n. 2 (2012): maio - agosto; 69-952177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/11953/5577Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessSciasci, VictorGarcia, Sheila Farias AlvesGalli, Lesley Carina do Lago Attadiai2019-06-21T14:50:38Zoai:https://periodicos.uninove.br:article/11953Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-06-21T14:50:38REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv 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
title Positioning for Global Brands: A Bibliometric Study of Scientific Production in the Area
spellingShingle Positioning for Global Brands: A Bibliometric Study of Scientific Production in the Area
Sciasci, Victor
Market positioning, Global brands, Marketing.
posicionamento, marcas globais, marketing
title_short Positioning for Global Brands: A Bibliometric Study of Scientific Production in the Area
title_full Positioning for Global Brands: A Bibliometric Study of Scientific Production in the Area
title_fullStr Positioning for Global Brands: A Bibliometric Study of Scientific Production in the Area
title_full_unstemmed Positioning for Global Brands: A Bibliometric Study of Scientific Production in the Area
title_sort Positioning for Global Brands: A Bibliometric Study of Scientific Production in the Area
author Sciasci, Victor
author_facet Sciasci, Victor
Garcia, Sheila Farias Alves
Galli, Lesley Carina do Lago Attadiai
author_role author
author2 Garcia, Sheila Farias Alves
Galli, Lesley Carina do Lago Attadiai
author2_role author
author
dc.contributor.author.fl_str_mv Sciasci, Victor
Garcia, Sheila Farias Alves
Galli, Lesley Carina do Lago Attadiai
dc.subject.por.fl_str_mv Market positioning, Global brands, Marketing.
posicionamento, marcas globais, marketing
topic Market positioning, Global brands, Marketing.
posicionamento, marcas globais, marketing
description 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.
publishDate 2012
dc.date.none.fl_str_mv 2012-09-05
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/11953
10.5585/remark.v11i2.2332
url https://periodicos.uninove.br/remark/article/view/11953
identifier_str_mv 10.5585/remark.v11i2.2332
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/11953/5577
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 11, n. 2 (2012): maio - agosto; 69-95
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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