<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1692-0279</journal-id>
<journal-title><![CDATA[AD-minister]]></journal-title>
<abbrev-journal-title><![CDATA[AD-minister]]></abbrev-journal-title>
<issn>1692-0279</issn>
<publisher>
<publisher-name><![CDATA[Escuela de Administración  de la Universidad EAFIT]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1692-02792022000100045</article-id>
<article-id pub-id-type="doi">arrhttps://doi.org/10.17230/ad-minister.40.3e</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[TLA REPUTACIÓN DE MARCA COMO ELEMENTO FUNDAMENTAL EN EL POSICIONAMIENTO INTERNACIONAL DE LAS MARCAS MEXICANAS DE MODA]]></article-title>
<article-title xml:lang="en"><![CDATA[Brand reputation as a fundamental element of international brand positioning for Mexican fashion brands]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[MUÑOZ-ALVARADO]]></surname>
<given-names><![CDATA[LAURA BERENICE]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[MATA-SÁNCHEZ]]></surname>
<given-names><![CDATA[GABRIELA A.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,marca independiente  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>México</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Negocios Internacionales y Diplomacia  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>México</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2022</year>
</pub-date>
<numero>40</numero>
<fpage>45</fpage>
<lpage>64</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S1692-02792022000100045&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S1692-02792022000100045&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S1692-02792022000100045&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN Existen distintas maneras en las cuales las empresas y las marcas de moda logran entrar y posicionarse en nuevos mercados internacionales con el fin de alcanzar el éxito. El propósito de este artículo es analizar la reputación como elemento fundamental del posicionamiento internacional de las marcas mexicanas de moda. Los datos recaudados para esta investigación se generaron con una metodología cualitativa, a través de entrevistas semiestructuradas a especialistas del sector, tanto del ámbito empresarial como académico. Los resultados muestran que la reputación tiene gran relevancia y peso para determinar el posicionamiento comercial de una marca en el mercado internacional. JEL: M16, M30, M31]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[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 success. This article analyzes brand reputation as an element that influence brand positioning. The data collected from this investigation 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 a brand's positioning in an 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. JEL: M16, M30, M31]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Reputación]]></kwd>
<kwd lng="es"><![CDATA[posicionamiento Internacional]]></kwd>
<kwd lng="es"><![CDATA[marca.]]></kwd>
<kwd lng="en"><![CDATA[Brand reputation]]></kwd>
<kwd lng="en"><![CDATA[international positioning]]></kwd>
<kwd lng="en"><![CDATA[Brand.]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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