THE LEGITIMATION OF GLOBAL FOOTBALL BRANDS IN THE BRAZILIAN MARKETPLACE
Objective: This research aims to examine the institutional changes triggered by the interplay between global and local brands to advance the understanding of the legitimation process in established marketplaces.Method: Data was collected from blogs and sites of football specialists and in-depth inte...
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| Publicado no: | Revista Eletrônica de Negócios Internacionais (Internext) |
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| Principais autores: | , , |
| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
Escola Superior de Propaganda e Marketing
2020
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| Assuntos: | |
| Acesso em linha: | https://www.redalyc.org/articulo.oa?id=557563980007 https://www.redalyc.org/journal/5575/557563980007/ https://www.redalyc.org/journal/5575/557563980007/html/ https://www.redalyc.org/journal/5575/557563980007/557563980007.epub https://www.redalyc.org/journal/5575/557563980007/movil https://doi.org/10.18568/internext.v15i1.540 |
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