Acceso usuarios
Márcio Ribeiro da Fonseca, Thelma Valéria Rocha
This paper aims to deepen the knowledge about the impact of internationalization in the brand image of Brazilian franchises of the food sector that become relevant by present increasing of Brazilian franchises in others markets and increasing the competitiveness of global markets. The study was structured in a bibliographic search about internationalization theories followed by a focal group and survey with 91 university consumers. The studied franchises will be those present in the Brazilian Transnational Ranking of Dom Cabral Foundation 2016. The results will serve as a reference for more broad studies about the internationalization process of Brazilian franchises and to investigate with the depth the impact of transnationalization in the brand image.
