Citation

Becoming an International Star: Studying the H. Stern Brand Internationalization Process

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Abstract:

This study analyzes the challenges of international management of luxury brands originating in emerging markets like Brasil. For this purpose, a single case study was conducted, and the empirical object of this study was the H.Stern jewelry. The study is based on in-depth interviews, documental analysis and discourse analysis of the advertising campaigns. It concludes that the company is in a transition phase between the first and second schools of branding, as per the classification of Schultz, Antorini and Csaba (2005), and also that it can be said that H.Stern manages its brand in a global context, in a consistent and integrated manner. (Beverland, 2004; Moore & Birtwistle, 2005).

Keywords: Branding. Luxury Brands. Internationalization. Jewelry. Strategy.

Most Common Document Word Stems:

brand (126), compani (102), h.stern (85), market (59), product (56), jewel (55), luxuri (55), manag (52), store (48), intern (44), process (41), global (40), internation (39), 2005 (35), school (33), studi (32), jewelri (32), like (31), use (31), design (30), also (30),
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Association:
Name: International Communication Association
URL:
http://www.icahdq.org


Citation:
URL: http://citation.allacademic.com/meta/p403508_index.html
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MLA Citation:

Albino, José., Carrieri, Alexandre., Almeida, Ana Luiza., Almeida, Bernardo., Guimarães, Felipe. and Sepúlveda, Luiza. "Becoming an International Star: Studying the H. Stern Brand Internationalization Process" Paper presented at the annual meeting of the International Communication Association, Suntec Singapore International Convention & Exhibition Centre, Suntec City, Singapore, Jun 21, 2010 <Not Available>. 2014-11-27 <http://citation.allacademic.com/meta/p403508_index.html>

APA Citation:

Albino, J. C., Carrieri, A. d., Almeida, A. , Almeida, B. , Guimarães, F. and Sepúlveda, L. , 2010-06-21 "Becoming an International Star: Studying the H. Stern Brand Internationalization Process" Paper presented at the annual meeting of the International Communication Association, Suntec Singapore International Convention & Exhibition Centre, Suntec City, Singapore Online <PDF>. 2014-11-27 from http://citation.allacademic.com/meta/p403508_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This study analyzes the challenges of international management of luxury brands originating in emerging markets like Brasil. For this purpose, a single case study was conducted, and the empirical object of this study was the H.Stern jewelry. The study is based on in-depth interviews, documental analysis and discourse analysis of the advertising campaigns. It concludes that the company is in a transition phase between the first and second schools of branding, as per the classification of Schultz, Antorini and Csaba (2005), and also that it can be said that H.Stern manages its brand in a global context, in a consistent and integrated manner. (Beverland, 2004; Moore & Birtwistle, 2005).

Keywords: Branding. Luxury Brands. Internationalization. Jewelry. Strategy.


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