The term 'global brand' has become widely used by the media and by consumers. Business week publishes annually its widely known ranking of the 'Best Global Brands' (with Coca-Cola as number 1 in the past years) and consumers on summer vacations purchase brands such as Heineken or Marlboro they...

The term "global brand" has become widely used by the media and by consumers. Business week publishes annually its widely known ranking of the "Best Global Brands" (with Coca-Cola as number 1 in the past years) and consumers on summer vacations purchase brands such as Heineken or Marlboro they...

The principal objective of this study was to develop an exploratory investigation of the dimensions of brand personality in Mexico. Furthermore, the brand personality dimensions were compared to study the differences between males and females. An estimated 400 undergraduate students...

Arousal among young consumers plays a key role in buying decisions. One of the challenges for success in retailing is to enhance the in-store ambience to influence the young consumers for prolonged stay in the store for shopping and explore the zone of experience of new products. This paper...

This study aims at measuring the effects of market demand and seasonality on new product introduction. Major factors contributing the variability of market demand and seasonality of new products have been discussed in reference to timing of introducing new products, variability of consumer...

This microenterprise research aims to explore the role of microenterprises by comparing both countries' situations (Korea vs. Mexico) and trying to observe through official statistics how these governments are applying different policies, and determining how this government decisions impact...

This paper identifies export inhibitors in the first stage of the internationalization process of companies. Evidence indicates export inhibitors have the strongest effects on small and midsized manufacturing companies (SMEs) in the state of Michoacán, Mexico. Some 191 managers or owners of...

La versión española de este documento se puede encontrar en 'http://ssrn.com/abstract=2661808' http://ssrn.com/abstract=2661808The aim of this paper is to identify the different market segments inside financial institutions in the metropolitan area of Puebla, Mexico; checking the variables...

Spanish Abstract: La investigación se realizó en el verano del 2012 bajo un enfoque mercadológico. El objetivo general fue identificar la relación del marketing nostálgico y el consumo de productos de maíz en los migrantes mexicanos ubicados en los Ángeles California, USA. La...