Positioning for Global Brands: A Bibliometric Study of Scientific Production in the Area
DOI:
https://doi.org/10.5585/remark.v11i2.2332Keywords:
Market positioning, Global brands, Marketing.Abstract
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.Downloads
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Published
2012-09-05
How to Cite
Sciasci, V., Garcia, S. F. A., & Galli, L. C. do L. A. (2012). Positioning for Global Brands: A Bibliometric Study of Scientific Production in the Area. ReMark - Revista Brasileira De Marketing, 11(2), 69–95. https://doi.org/10.5585/remark.v11i2.2332
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Articles