Evaluating the Value of Global Brands in Latin America - This paper presents an analysis of brand value with a focus on global brands present in Latin American countries. It is based on the hypothesis that for the vast majority of product and service categories, brand value might be defined as a regional phenomenon
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|Authors:||Campana Carramenha, Paulo R. ; Lagos Dougnac, Luis Alfredo ; Marangoni, Nelsom|
Marketing and research today : the journal of the European Society for Opinion and Marketing Research. - Amsterdam : ESOMAR, ISSN 0923-5957, ZDB-ID 10055587. - Vol. 27.1999, 4, p. 159-167
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