%0 Journal Article
%T POSICIONAMENTO DE MARCAS GLOBAIS: UM ESTUDO BIBLIOM¨¦TRICO DA PRODU  O CIENT¨ªFICA NA ¨¢REA DOI: 10.5585/remark.v11i2.2332 POSITIONING FOR GLOBAL BRANDS: A BIBLIOMETRIC STUDY OF SCIENTIFIC PRODUCTION IN THE AREA
%A Victor Sciasci
%A Sheila Farias Alves Garcia
%A Lesley Carina do Lago Attadiai Galli
%J REMark : Revista Brasileira de Marketing
%D 2012
%I 
%R 10.5585/remark.v11i2.2332
%X Este estudo teve como objetivo produzir indicadores bibliom¨¦tricos que representassem a produ  o cient¨ªfica sobre ¡°posicionamento de marcas globais¡±, publicada nos ¨²ltimos cinco anos (2007-2011), tomando como base os seguintes peri¨®dicos: Journal of International Marketing, The Journal of Consumer Marketing, Journal of Marketing Research e Journal of Product & Brand Management. Para tanto, foi realizada uma pesquisa descritiva, de abordagem quantitativa, utilizando o m¨¦todo bibliom¨¦trico. Como resultado, observa-se que a frequ¨ºncia do tema nos peri¨®dicos selecionados no per¨ªodo de cinco anos (2007 a 2011) correspondeu a 6% do total das publica  es. Nota-se uma tend¨ºncia colaborativa na elabora  o dos artigos, com a participa  o de 3 ou mais autores. Verifica-se que as teorias com maior destaque entre os artigos s o Country of Origin Effect (COE), Standardization vs Globalization, Consumer Behavior e Brand Equity. 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.
%K Market positioning
%K Global brands
%K Marketing.
%U http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/2332