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 in...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Escola Superior de Propaganda e Marketing - ESPM
2020-01-01
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| Series: | Internext: Revista Eletrônica de Negócios Internacionais |
| Subjects: | |
| Online Access: | https://internext.espm.br/internext/article/view/540 |