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Ribeiro da Fonseca, Márcio; Valéria Rocha, Thelma

The impact of internationalization in the brand image of brazilian franchises of the food sector

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  • Media type: E-Article
  • Title: The impact of internationalization in the brand image of brazilian franchises of the food sector
  • Contributor: Ribeiro da Fonseca, Márcio; Valéria Rocha, Thelma
  • Published: Conselho Nacional de Pesquisa e Pos-Graduacao em Direito - CONPEDI, 2018
  • Published in: International Journal of Professional Business Review, 3 (2018) 2, Seite 264-282
  • Language: Not determined
  • DOI: 10.26668/businessreview/2018.v3i2.98
  • ISSN: 2525-3654
  • Keywords: Decision Sciences (miscellaneous) ; Strategy and Management ; Tourism, Leisure and Hospitality Management ; Business, Management and Accounting (miscellaneous)
  • Origination:
  • Footnote:
  • Description: This paper aims to deepen the knowledge about the impact of internationalization in the brand image of Brazilian franchises of the food sector that become relevant by present increasing of Brazilian franchises in others markets and increasing the competitiveness of global markets. The study was structured in a bibliographic search about internationalization theories followed by a focal group and survey with 91 university consumers. The studied franchises will be those present in the Brazilian Transnational Ranking of Dom Cabral Foundation 2016. The results will serve as a reference for more broad studies about the internationalization process of Brazilian franchises and to investigate with the depth the impact of transnationalization in the brand image.