Table of contents - Special Issue: Marketing Strategies in Latin American Markets
Guest Editors: Dr Juan Carlos Sosa Varela
Brand personality and purchase intention
María de la Paz Toldos-Romero , Ma. Margarita Orozco-GómezThe purpose of this paper is to analyze the effects of brand personality dimensions on purchase intention. Furthermore, the brand personality dimensions are compared to study the…
Conceptualising the influence of the cultural orientation of Latin Americans on consumers’ choice of US brands
Sanjaya S. Gaur, Hanoku Bathula, Carolina Valcarcel DiazThe purpose of this study is to identify the main cultural factors that influence Latin American consumers’ intentions to purchase US brands. Although culture and cultural…
The influence of image and consumer factors on store brand choice in the Brazilian market: Evidence from two retail chains
Mbaye Fall Diallo, Steve Burt, Leigh SparksThe purpose of this paper is to investigate the role of image and consumer factors in influencing store brand (SB) choice between two retail chains (Carrefour and Extra) in a…
Critical characteristics for the implementation of mass-customized services
Gabriel Vidor, Janine Fleith de Medeiros, Flavio Sanson Fogliatto, Mitchel M. Tseng– This paper aims to propose a method to determine which mass customization (MC) characteristics should be prioritized in mass-customized service design.
Subsidiary strategy processes in Latin America
Anna Ljung, Cecilia PahlbergThe purpose of this paper is to discuss how network relationships, with business as well as with non-business actors, affect each other and have an impact on strategy processes in…
ISSN:
0955-534XOnline date, start – end:
1989Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof Goran Svensson