Brand reputation as a fundamental element of international brand positioning for Mexican fashion brands

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 influ...

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Autores:
Munoz Alvarado, Laura Berenice
Mata- Sánchez, Gabriela
Tipo de recurso:
Fecha de publicación:
2022
Institución:
Universidad EAFIT
Repositorio:
Repositorio EAFIT
Idioma:
spa
OAI Identifier:
oai:repository.eafit.edu.co:10784/33187
Acceso en línea:
http://hdl.handle.net/10784/33187
Palabra clave:
Brand reputation
International positioning
Brand
Reputación
Posicionamiento internacional
Marca
Rights
License
Copyright © 2022 Laura Berenice Munoz Alvarado, Gabriela Mata- Sánchez
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spelling Universidad Autónoma de Nuevo LeónMunoz Alvarado, Laura BereniceMata- Sánchez, Gabriela2022-06-162023-12-13T16:11:00Z2022-06-162023-12-13T16:11:00Z2256-43221692-0279http://hdl.handle.net/10784/3318710.17230/Ad-minister.40.3According 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.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.application/pdfspaUniversidad EAFIThttp://publicaciones.eafit.edu.co/index.php/administer/article/view/6773http://publicaciones.eafit.edu.co/index.php/administer/article/view/6773Copyright © 2022 Laura Berenice Munoz Alvarado, Gabriela Mata- SánchezopenAccessLibre accesohttp://purl.org/coar/access_right/c_abf2AD-minister: No 40 (2022)Brand reputation as a fundamental element of international brand positioning for Mexican fashion brandsLa reputación de marca como elemento fundamental en el posicionamiento internacional de las marcas mexicanas de modaarticleinfo:eu-repo/semantics/articlepublishedVersioninfo:eu-repo/semantics/publishedVersionArtículohttp://purl.org/coar/version/c_970fb48d4fbd8a85http://purl.org/coar/resource_type/c_6501http://purl.org/coar/resource_type/c_2df8fbb1Brand reputationInternational positioningBrandReputaciónPosicionamiento internacionalMarcaAD-minister404564THUMBNAILadminister_40.jpgadminister_40.jpgimage/jpeg36354https://repository.eafit.edu.co/bitstreams/8a1b4211-001e-4138-899f-aa88c1f6d81b/downloadb36a6920c5da90523e81c5238c97d108MD5110784/33187oai:repository.eafit.edu.co:10784/331872023-12-13 11:32:06.496metadata.onlyhttps://repository.eafit.edu.coRepositorio Institucional Universidad EAFITrepositorio@eafit.edu.co
dc.title.eng.fl_str_mv Brand reputation as a fundamental element of international brand positioning for Mexican fashion brands
dc.title.spa.fl_str_mv La reputación de marca como elemento fundamental en el posicionamiento internacional de las marcas mexicanas de moda
title Brand reputation as a fundamental element of international brand positioning for Mexican fashion brands
spellingShingle Brand reputation as a fundamental element of international brand positioning for Mexican fashion brands
Brand reputation
International positioning
Brand
Reputación
Posicionamiento internacional
Marca
title_short Brand reputation as a fundamental element of international brand positioning for Mexican fashion brands
title_full Brand reputation as a fundamental element of international brand positioning for Mexican fashion brands
title_fullStr Brand reputation as a fundamental element of international brand positioning for Mexican fashion brands
title_full_unstemmed Brand reputation as a fundamental element of international brand positioning for Mexican fashion brands
title_sort Brand reputation as a fundamental element of international brand positioning for Mexican fashion brands
dc.creator.fl_str_mv Munoz Alvarado, Laura Berenice
Mata- Sánchez, Gabriela
dc.contributor.author.spa.fl_str_mv Munoz Alvarado, Laura Berenice
Mata- Sánchez, Gabriela
dc.contributor.spa.fl_str_mv Universidad Autónoma de Nuevo León
dc.subject.keyword.eng.fl_str_mv Brand reputation
International positioning
Brand
topic Brand reputation
International positioning
Brand
Reputación
Posicionamiento internacional
Marca
dc.subject.keyword.spa.fl_str_mv Reputación
Posicionamiento internacional
Marca
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.
publishDate 2022
dc.date.issued.none.fl_str_mv 2022-06-16
dc.date.available.none.fl_str_mv 2023-12-13T16:11:00Z
dc.date.accessioned.none.fl_str_mv 2023-12-13T16:11:00Z
dc.date.none.fl_str_mv 2022-06-16
dc.type.eng.fl_str_mv article
info:eu-repo/semantics/article
publishedVersion
info:eu-repo/semantics/publishedVersion
dc.type.coarversion.fl_str_mv http://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.coar.fl_str_mv http://purl.org/coar/resource_type/c_6501
http://purl.org/coar/resource_type/c_2df8fbb1
dc.type.spa.spa.fl_str_mv Artículo
status_str publishedVersion
dc.identifier.issn.none.fl_str_mv 2256-4322
1692-0279
dc.identifier.uri.none.fl_str_mv http://hdl.handle.net/10784/33187
dc.identifier.doi.none.fl_str_mv 10.17230/Ad-minister.40.3
identifier_str_mv 2256-4322
1692-0279
10.17230/Ad-minister.40.3
url http://hdl.handle.net/10784/33187
dc.language.iso.none.fl_str_mv spa
language spa
dc.relation.isversionof.none.fl_str_mv http://publicaciones.eafit.edu.co/index.php/administer/article/view/6773
dc.relation.uri.none.fl_str_mv http://publicaciones.eafit.edu.co/index.php/administer/article/view/6773
dc.rights.eng.fl_str_mv Copyright © 2022 Laura Berenice Munoz Alvarado, Gabriela Mata- Sánchez
dc.rights.coar.fl_str_mv http://purl.org/coar/access_right/c_abf2
dc.rights.accessrights.eng.fl_str_mv openAccess
dc.rights.acceso.spa.fl_str_mv Libre acceso
rights_invalid_str_mv Copyright © 2022 Laura Berenice Munoz Alvarado, Gabriela Mata- Sánchez
openAccess
Libre acceso
http://purl.org/coar/access_right/c_abf2
dc.format.none.fl_str_mv application/pdf
dc.publisher.spa.fl_str_mv Universidad EAFIT
dc.source.spa.fl_str_mv AD-minister: No 40 (2022)
institution Universidad EAFIT
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repository.name.fl_str_mv Repositorio Institucional Universidad EAFIT
repository.mail.fl_str_mv repositorio@eafit.edu.co
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