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New trends international marketing: branding approach and its relationship with the consumer

Armando M. Jiménez () and Hermelinda Camirra ()
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Armando M. Jiménez: Departamento de Tecnología de Servicios. Universidad Simón Bolívar. Sarteneja. Venezuela. Código postal 96001.
Hermelinda Camirra: Escuela de Administración y Contaduría. Facultad de Ciencias Económicas y Sociales. Universidad Central de Venezuela. Caracas. Venezuela.

Economía, 2015, vol. 40, issue 40, 171-186

Abstract: This article analyzes from an analytical perspective - descriptively Branding documentary approach and its relationship with the consumer. The process of creating and managing a brand is to achieve positioning, product recall and recognition. Currently, market conditions, globalization in its various dimensions and in short, fierce competition, have made the copper brand management increasingly important in a global and interconnected world economy. Thus, it is considered that one of the main results and contributions of this research is to understand consumer characteristics and achieve a position not only in the minds of the target market, but also in consumer sentiment.

Keywords: Business economics; marketing; advertising. (search for similar items in EconPapers)
JEL-codes: D11 M2 M31 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:ula:econom:v:40:y:2015:i:40:p:171-186

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