Abstract

RAMOS RUBIO, Patricia  and  GARCIA URIBE, Emmanuel Francisco. Identification of attributes for the management of semiotic branding of automotive brands in the cross-border region, Ciudad Juárez-El Paso. Pensam. gest. [online]. 2019, n.46, pp.137-160. ISSN 1657-6276.  https://doi.org/10.14482/pege.46.2709.

Brand management strategies are increasingly developed in more complex environments. The aim of this paper is to identify the elements of semiotic branding (attributes and symbols) that should be used as strategy to position automotive brands in the border market of Ciudad Juárez, Chihuaha-El Paso, Texas. This was a quantitative research with a descriptive approach. The sample data was taken from consumers in both cities. The correspondence factor analysis is use as statistical technique to identify and to contrast the attributes that consumers relate to four of the most valuable automotive brands in the world (Toyota, Ford, Nissan and Honda). The results suggest that consumers of both border cities perceive the brands and value attributes in a different way, highlighting that in Ciudad Juárez, Chihuaha (Mexico), consumers value experiential attributes, while in El Paso, Texas (United States) they value functional attributes. JEL: M31, M37, M39

Keywords : branding strategies; international automotive brandings; cross border marketing; consumer perceptions; Ciudad Juarez-El Paso region.

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