THE IMPACT OF INTERNATIONALIZATION IN THE BRAND IMAGE OF BRAZILIAN FRANCHISES OF THE FOOD SECTOR

Márcio Ribeiro da Fonseca, Thelma Valéria Rocha

Abstract


This paper aims to deepen the knowledge about the impact of internationalization in the brand image of Brazilian franchises of the food sector that become relevant by present increasing of Brazilian franchises in others markets and increasing the competitiveness of global markets. The study was structured in a bibliographic search about internationalization theories followed by a focal group and survey with 91 university consumers. The studied franchises will be those present in the Brazilian Transnational Ranking of Dom Cabral Foundation 2016. The results will serve as a reference for more broad studies about the internationalization process of Brazilian franchises and to investigate with the depth the impact of transnationalization in the brand image.


Keywords


Franquia; Marca; Internacionalização; Transnacionais Brasileiras; Subsidiárias Brasileiras

References


ALON, I.; MCKEE, D. L. The internationalization of professional business service franchises, In: Journal of Consumer Marketing; v. 16; n. 1; p. 74-85, 1999.

AAKER, D.A. Brand Equity – Gerenciando o Valor da Marca. 3a Edição, São Paulo: Negócio Editora, 1998.

BIEL, A.L. How Brand Image Drives Brand Equity. In: Journal of Advertising Research; v. 32; n. 6; p. 6-12, Nov. 1992.

DÍAZ S. M.; VALDÉS V. J. (2003). Algunos aspectos teórico-conceptuales sobre el análisis documental y el análisis de información. Ciencias de la Información, 34 (2): 49-60.

ENGEL, J. F. et al. Comportamento do Consumidor. 8. ed. Rio Janeiro: LTC, 2000.

EROGLU, S. The Internationalization Process of Franchise Systems: A Conceptual Model. International Marketing Review, v. 9, n° 5, p. 19-30, 1992.

FDC. Ranking FDC das Multinacionais Brasileiras 2016. 11ª ed. Fundação Dom Cabral. - Nova Lima/MG: FDC, 2016.

KEEGAN, W. J. Princípios de Marketing Global. São Paulo: Saraiva, 2003.

KELLER, K. L. Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. In: Journal of Marketing, v. 57, p.1-22, Jan.1993.

KOTLER, P.; KELLER, K. L. Administração de marketing. 12º ed, 2006.

MARCONI M.A. e LAKATOS, E. M. Fundamentos de metodologia científica. 5ª ed. São Paulo: Atlas, 2003.

OLIVEIRA, M. e FREITAS, H. M. R. Focus group, método qualitativo de pesquisa: resgatando a teoria instrumentalizando o seu planejamento. Série Documentos para Estudo, PPGA/UFRGS. Porto Alegre, 1997.

PINSONNEAULT, A. KRAEMER, K.L. Survey research methodology in management information systems: an assessment. Journal of Management Information Systems, v.10, n.2, Autumn, p.75-105, 1993.

REBELATO M., A.; GRZYBOVSKI, D. Global mindset: Premissa para desenvolver vantagem competitiva em mercados internacionais. Internext, Brasil, v. 13, n. 1, p. 77-89, jan. 2018. ISSN 1980-4865. Disponível em: . Acesso em: 25 maio 2018. doi:http://dx.doi.org/10.18568/1980-4865.13177-89.

ROCHA, T. V.; BORINI, F. M.; SPERS, E. E.; KHAUAJA, D. M. R.; CAMARGO, M. A. A.; OGASAVARA, M. H.; MELO, P. L. R. Global Mindset na Internacionalização das Franquias Brasileiras. São Paulo: ESPM, 2016.




DOI: http://dx.doi.org/10.26668/businessreview/2018.v3i2.98

Article Metrics

Metrics Loading ...

Metrics powered by PLOS ALM

Refbacks

  • There are currently no refbacks.




Intern. Journal of Profess. Bus. Review (e-ISSN: 2525-3654)

Faculty of Economics and Business, University A Coruña, Rúa de Maestranza 9, 15001 A Coruña, Spain


Licença Creative Commons
Este obra está licenciado com uma Licença Creative Commons Atribuição-NãoComercial 4.0 Internacional.