The effect of national brand image in the process of customer purchase decision
Elaine Lopes Da Silva, Edna Rocío Bravo Ibarra, Heloísa Oliveira and 1 more
Intangible Capital · 2010
doi:10.3926/ic.209 (opens in a new tab)
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Abstract
The main objective of this research will be to determine the effect of national brand image of Spanish Firms in Brazil. For this purpose, a comparative analysis of the image of the Spanish companies and of their main competitors in Brazil (USA and Germany) has been made, from a sample of 346 Brazilian entrepreneurs. The results of this research may contribute to Spanish entrepreneurs in supporting the development of better marketing tactics, adapted to the Brazilian market.
Abstract licence: CC BY
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