Brand internationalization: an irrelevant or a value- adding factor? a study on the luxury fashion industry
Abstract
This article discusses social representations that managers of companies of the luxury fashion industry in Belo Horizonte, state of Minas Gerais, have of the growing internationalization of their brands and how the think that the latter influences their social and management practices. The study adopts Serge Moscovici’s (1978) Theory of Social Representations to understand the social representations that managers have of the internationalization of their brands and of its the influence on their social practices. It uses the qualitative research method and Discourse Analysis as the analytical method to treat the data collected on the basis of semi-structured interviews. The results indicate that the managers see the internationalization of their brands as a value-adding factor, although they have not identified a significant increase in sales.
Key words: brand internationalization, theory of social representations, discourse analysis.
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