Local Crisis of Global Brand And Monitoring of Use of Social Media
| Autor(a) principal: | |
|---|---|
| Data de Publicação: | 2015 |
| Outros Autores: | , |
| Tipo de documento: | Artigo |
| Idioma: | por |
| Título da fonte: | REMark - Revista Brasileira de Marketing |
| Texto Completo: | https://periodicos.uninove.br/remark/article/view/12103 |
Resumo: | In a context of globalization of products and brands, changes in control of information generation and increased visibility of brand crises, becomes more relevant for marketing managers to assess the possibility of the negative effects of a local crisis of a global brand spillover to different markets. This article has as its aim to investigate the visibility of a local crisis of a global brand in other markets. The method used was contend analyses applied to a database of Twitter posts. The result of the study suggests the confirmation of the existence global repercussion in other markets of a local crisis of a global brand. |
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Local Crisis of Global Brand And Monitoring of Use of Social MediaCrise Local de Marca Global e o Uso de Monitoramento de Redes SociaisGlobal Marketing; International Marketing; Brand Crises.marketing global; marketing interacional; crise de marcaIn a context of globalization of products and brands, changes in control of information generation and increased visibility of brand crises, becomes more relevant for marketing managers to assess the possibility of the negative effects of a local crisis of a global brand spillover to different markets. This article has as its aim to investigate the visibility of a local crisis of a global brand in other markets. The method used was contend analyses applied to a database of Twitter posts. The result of the study suggests the confirmation of the existence global repercussion in other markets of a local crisis of a global brand. Num contexto de globalizao de produtos e marcas, mudana no controle da gerao de informao e aumento da visibilidade de crises de marca, passa a ser mais importante para os gestores de marketing avaliarem a possibilidade de um transbordamento dos efeitos negativos de uma crise local de marca global para diversos mercados. Esta pesquisa apresenta como propsito a investigao da visibilidade de uma crise local de uma marca global em outros mercados. O mtodo utilizado foi anlise de contedo aplicada a uma base de dados de posts realizados em lngua inglesa na rede social digital Twitter, referentes a uma crise de marca ocorrida no Brasil. O resultado do estudo sugere a confirmao da existncia de repercusso uma crise local de uma marca global em outros mercados. Universidade Nove de Julho - Uninove2015-12-18info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1210310.5585/remark.v14i4.2964ReMark - Revista Brasileira de Marketing; v. 14, n. 4 (2015): Outubro - Dezembro; 438-4502177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12103/5748Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessSalvador, Alexandre BorbaStrehlau, Vivian IaraIkeda, Ana Akemi2019-02-19T17:41:37Zoai:https://periodicos.uninove.br:article/12103Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:41:37REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
| dc.title.none.fl_str_mv |
Local Crisis of Global Brand And Monitoring of Use of Social Media Crise Local de Marca Global e o Uso de Monitoramento de Redes Sociais |
| title |
Local Crisis of Global Brand And Monitoring of Use of Social Media |
| spellingShingle |
Local Crisis of Global Brand And Monitoring of Use of Social Media Salvador, Alexandre Borba Global Marketing; International Marketing; Brand Crises. marketing global; marketing interacional; crise de marca |
| title_short |
Local Crisis of Global Brand And Monitoring of Use of Social Media |
| title_full |
Local Crisis of Global Brand And Monitoring of Use of Social Media |
| title_fullStr |
Local Crisis of Global Brand And Monitoring of Use of Social Media |
| title_full_unstemmed |
Local Crisis of Global Brand And Monitoring of Use of Social Media |
| title_sort |
Local Crisis of Global Brand And Monitoring of Use of Social Media |
| author |
Salvador, Alexandre Borba |
| author_facet |
Salvador, Alexandre Borba Strehlau, Vivian Iara Ikeda, Ana Akemi |
| author_role |
author |
| author2 |
Strehlau, Vivian Iara Ikeda, Ana Akemi |
| author2_role |
author author |
| dc.contributor.author.fl_str_mv |
Salvador, Alexandre Borba Strehlau, Vivian Iara Ikeda, Ana Akemi |
| dc.subject.por.fl_str_mv |
Global Marketing; International Marketing; Brand Crises. marketing global; marketing interacional; crise de marca |
| topic |
Global Marketing; International Marketing; Brand Crises. marketing global; marketing interacional; crise de marca |
| description |
In a context of globalization of products and brands, changes in control of information generation and increased visibility of brand crises, becomes more relevant for marketing managers to assess the possibility of the negative effects of a local crisis of a global brand spillover to different markets. This article has as its aim to investigate the visibility of a local crisis of a global brand in other markets. The method used was contend analyses applied to a database of Twitter posts. The result of the study suggests the confirmation of the existence global repercussion in other markets of a local crisis of a global brand. |
| publishDate |
2015 |
| dc.date.none.fl_str_mv |
2015-12-18 |
| 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/12103 10.5585/remark.v14i4.2964 |
| url |
https://periodicos.uninove.br/remark/article/view/12103 |
| identifier_str_mv |
10.5585/remark.v14i4.2964 |
| dc.language.iso.fl_str_mv |
por |
| language |
por |
| dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12103/5748 |
| 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. 14, n. 4 (2015): Outubro - Dezembro; 438-450 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 |
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REMark - Revista Brasileira de Marketing |
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REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
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claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
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1799138642524897280 |