Corporate reputation as a fundamental element of brand international positioning: an analysis of Mexican fashion brands

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Laura Berenice Munoz Alvarado
Gabriela Mata- Sánchez https://orcid.org/0000-0003-0590-0174

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Abstract

According to current business growth and brand positioning strategies, there are different ways in which companies and fashion brands manage to enter and / or position themselves in new international markets in order to achieve commercial success. This article analyzes these factors that affect the international positioning of Mexican brands. The data collected from this research was generated through previously studied theories and scientific findings. The results obtained show that reputation, prestige and trust are multifactors that have greater relevance and weight in determining the commercial positioning of a brand in the international market. For this article, the methodology will be a set of a qualitative descriptive and interpretive findings based on the objective of the research.

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Abstract 181 |