A prospective study on the dimensions of global brands, brand equity and brand value

Detalhes bibliográficos
Autor(a) principal: Motter Junior, Mario Divo
Data de Publicação: 2016
Tipo de documento: Tese
Idioma: eng
Título da fonte: Repositório Institucional do FGV (FGV Repositório Digital)
Texto Completo: http://hdl.handle.net/10438/16578
Resumo: This doctoral thesis is about global brands under several perspectives, starting this study with and overview on the matter, followed by a 'step ahead' in the conceptualization of brand equity and brand value. As the global marketplace dynamically increases, there are theoretical and empirical challenges concerning the global brands that ask for more branding researches, trying to tune and to contextualize meanings and attributes. Thereafter, the thesis intends to provide a discussion about the industry and country-of-origin effects (and their interactions) on the brand value and the firm market value. Finally, the thesis offers an interesting comparison about the practitioners’ perspectives on the dimensions of global brands, the brand equity and the brand value, branding and marketing, including highlights on the brand internationalization process. The thesis offers a general approach on the extant literature in the first chapter, and a specific literature review for each other chapter.
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spelling Motter Junior, Mario DivoEscolas::EBAPESobral, FilipeGarrido, Ivan LapuenteGoldszmidt, Rafael Guilherme BursteinForte, Sérgio Henrique Arruda CavalcanteParente, Ronaldo Couto2016-06-07T14:11:49Z2016-06-07T14:11:49Z2016-02MOTTER JUNIOR, Mario Divo. A prospective study on the dimensions of global brands, brand equity and brand value. Tese (Doutorado em Administração) - FGV - Fundação Getúlio Vargas, Rio de Janeiro, 2016.http://hdl.handle.net/10438/16578This doctoral thesis is about global brands under several perspectives, starting this study with and overview on the matter, followed by a 'step ahead' in the conceptualization of brand equity and brand value. As the global marketplace dynamically increases, there are theoretical and empirical challenges concerning the global brands that ask for more branding researches, trying to tune and to contextualize meanings and attributes. Thereafter, the thesis intends to provide a discussion about the industry and country-of-origin effects (and their interactions) on the brand value and the firm market value. Finally, the thesis offers an interesting comparison about the practitioners’ perspectives on the dimensions of global brands, the brand equity and the brand value, branding and marketing, including highlights on the brand internationalization process. The thesis offers a general approach on the extant literature in the first chapter, and a specific literature review for each other chapter.engBrandingBrand equityBrand valueMarket valueGlobal brandsAdministração de empresasBranding (Marketing)Marca de produtosMarca registradaA prospective study on the dimensions of global brands, brand equity and brand valueinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesisreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVinfo:eu-repo/semantics/openAccessORIGINALMario Divo Motter Junior (FGV EBAPE) - TESE.pdfMario Divo Motter Junior (FGV EBAPE) - TESE.pdfTese de Doutoradoapplication/pdf1644142https://repositorio.fgv.br/bitstreams/4a4daf9e-50da-4376-bb68-8f86de3297fe/download0948bbf7cbf27676f7bcd1e48d52826eMD51LICENSElicense.txtlicense.txttext/plain; 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dc.title.eng.fl_str_mv A prospective study on the dimensions of global brands, brand equity and brand value
title A prospective study on the dimensions of global brands, brand equity and brand value
spellingShingle A prospective study on the dimensions of global brands, brand equity and brand value
Motter Junior, Mario Divo
Branding
Brand equity
Brand value
Market value
Global brands
Administração de empresas
Branding (Marketing)
Marca de produtos
Marca registrada
title_short A prospective study on the dimensions of global brands, brand equity and brand value
title_full A prospective study on the dimensions of global brands, brand equity and brand value
title_fullStr A prospective study on the dimensions of global brands, brand equity and brand value
title_full_unstemmed A prospective study on the dimensions of global brands, brand equity and brand value
title_sort A prospective study on the dimensions of global brands, brand equity and brand value
author Motter Junior, Mario Divo
author_facet Motter Junior, Mario Divo
author_role author
dc.contributor.unidadefgv.por.fl_str_mv Escolas::EBAPE
dc.contributor.member.none.fl_str_mv Sobral, Filipe
Garrido, Ivan Lapuente
Goldszmidt, Rafael Guilherme Burstein
Forte, Sérgio Henrique Arruda Cavalcante
dc.contributor.author.fl_str_mv Motter Junior, Mario Divo
dc.contributor.advisor1.fl_str_mv Parente, Ronaldo Couto
contributor_str_mv Parente, Ronaldo Couto
dc.subject.por.fl_str_mv Branding
Brand equity
Brand value
Market value
Global brands
topic Branding
Brand equity
Brand value
Market value
Global brands
Administração de empresas
Branding (Marketing)
Marca de produtos
Marca registrada
dc.subject.area.por.fl_str_mv Administração de empresas
dc.subject.bibliodata.por.fl_str_mv Branding (Marketing)
Marca de produtos
Marca registrada
description This doctoral thesis is about global brands under several perspectives, starting this study with and overview on the matter, followed by a 'step ahead' in the conceptualization of brand equity and brand value. As the global marketplace dynamically increases, there are theoretical and empirical challenges concerning the global brands that ask for more branding researches, trying to tune and to contextualize meanings and attributes. Thereafter, the thesis intends to provide a discussion about the industry and country-of-origin effects (and their interactions) on the brand value and the firm market value. Finally, the thesis offers an interesting comparison about the practitioners’ perspectives on the dimensions of global brands, the brand equity and the brand value, branding and marketing, including highlights on the brand internationalization process. The thesis offers a general approach on the extant literature in the first chapter, and a specific literature review for each other chapter.
publishDate 2016
dc.date.accessioned.fl_str_mv 2016-06-07T14:11:49Z
dc.date.available.fl_str_mv 2016-06-07T14:11:49Z
dc.date.issued.fl_str_mv 2016-02
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/doctoralThesis
format doctoralThesis
status_str publishedVersion
dc.identifier.citation.fl_str_mv MOTTER JUNIOR, Mario Divo. A prospective study on the dimensions of global brands, brand equity and brand value. Tese (Doutorado em Administração) - FGV - Fundação Getúlio Vargas, Rio de Janeiro, 2016.
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10438/16578
identifier_str_mv MOTTER JUNIOR, Mario Divo. A prospective study on the dimensions of global brands, brand equity and brand value. Tese (Doutorado em Administração) - FGV - Fundação Getúlio Vargas, Rio de Janeiro, 2016.
url http://hdl.handle.net/10438/16578
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.source.none.fl_str_mv reponame:Repositório Institucional do FGV (FGV Repositório Digital)
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