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Research papers

Cool

Having followed the implementation of a project conducted in eight European countries under the coordination of Research International UK which identified cool brands in six product categories, we decided on a similar project in order to understand...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Paulo Carramenha, Helena Palla, Paula Felice
October 24, 2004
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Citation

Carramenha, Palla and Felice (2004a, October 24). Cool. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/cool


Research papers

From pillage to association (Spanish)

This paper examines the recent changes with respect to Spain’s image in Latin America, related to its prominent position as foreign investor in the region. The interest of this topic lies in several aspects. The first is macroeconomic and...

Catalogue: Latin America 2001
Authors: Gastón Martínez Heres, Paulo Carramenha
May 1, 2001
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Citation

Heres and Carramenha (2001a, May 01). From pillage to association (Spanish). ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/from-pillage-to-association-spanish-


Research papers

From pillage to association

This paper examines the recent changes with respect to Spain’s image in Latin America, related to its prominent position as foreign investor in the region. The interest of this topic lies in several aspects. The first is macroeconomic and...

Catalogue: Latin America 2001
Authors: Gastón Martínez Heres, Paulo Carramenha
May 1, 2001
×

Citation

Heres and Carramenha (2001a, May 01). From pillage to association. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/from-pillage-to-association


Research papers

Evaluating the value of global brands in Latin America

This paper presents an analysis of brand value with a focus on global brands present in Latin American countries and is based on the hypothesis that for the vast majority of product and service categories brand value might be defined as a regional...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Paulo Carramenha, Luis Alfredo Lagos Dougnac, Nelsom Marangoni
June 15, 1999
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Citation

Carramenha, Dougnac and Marangoni (1999a, June 15). Evaluating the value of global brands in Latin America. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/evaluating-the-value-of-global-brands-in-latin-america


Research papers

Evaluating the value of global brands in Latin America (Spanish)

This paper presents an analysis of brand value with a focus on global brands present in Latin American countries and is based on the hypothesis that for the vast majority of product and service categories brand value might be defined as a regional...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Nelsom Marangoni, Paulo Carramenha, Luis Alfredo Lagos Dougnac
June 15, 1999
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Citation

Marangoni, Carramenha and Dougnac (1999a, June 15). Evaluating the value of global brands in Latin America (Spanish). ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/evaluating-the-value-of-global-brands-in-latin-america-spanish-