Branding simbólico e hibridación: una aproximación en la intersección cultural fronteriza México-Estados Unidos de América: el caso de Ciudad Juárez-El Paso

The article examines the inclusion of symbolic branding hybridization in the Mexico-United States of America border from the perspective of an open and poly significant binational region where complex processes and sometimes conflicting groups of interest and stakeholders become articulated. Using h...

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Autores principales:	Patricia Ramos Rubio, Isabel Zizaldra-Hernández
Formato:	article
Lenguaje:	ES
Publicado:	Universidad Autónoma de Ciudad Juárez 2012
Materias:	hybridization branding symbolic culture cultural intersection mexico united states of america border Social Sciences H Social sciences (General) H1-99
Acceso en línea:	https://doaj.org/article/58020a48bda2466f92896d192cea5860
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spelling	oai:doaj.org-article:58020a48bda2466f92896d192cea58602021-11-11T15:37:54ZBranding simbólico e hibridación: una aproximación en la intersección cultural fronteriza México-Estados Unidos de América: el caso de Ciudad Juárez-El Paso0188-98342395-8669https://doaj.org/article/58020a48bda2466f92896d192cea58602012-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=85923409008https://doaj.org/toc/0188-9834https://doaj.org/toc/2395-8669The article examines the inclusion of symbolic branding hybridization in the Mexico-United States of America border from the perspective of an open and poly significant binational region where complex processes and sometimes conflicting groups of interest and stakeholders become articulated. Using hybridization as a tool, it's possible to establish a common starting point conceiving branding within the dichotomy, as the attribute of a product that leaves a lasting impression on the minds of consumers and which turns the brand into a cultural icon directly impacting the thoughts and attitudes of people. This paper thrives to approach common knowledge of the major commercial brands that have taken root in the region of Ciudad Juarez-El Paso by contrasting the commercial culture from the per136 172 11 Vol. 21 ¿ número 41 ¿ 2012 spective of boundary and crossborder conditions. The investigation presents a quantitative methodology divided in three stages: The 1st stage is office work by reviewing the literature; stage 2, approaching the phenomenon through network theory (ARS), linking the EGR Theory Alderfer on resource dependency; and a stage 3 with the implementation, under the EGR (Existence, Value and Growth) criteria, of 105 surveys, where 18 items where considered for evaluation. Instrumentation is done through the snowball method and the main results of hybridization are: Office Depot, Coca-Cola and Colgate.Patricia Ramos RubioIsabel Zizaldra-HernándezUniversidad Autónoma de Ciudad Juárezarticlehybridizationbranding symbolic culturecultural intersectionmexicounited states of america borderSocial SciencesHSocial sciences (General)H1-99ESNóesis, Vol 21, Iss 41, Pp 173-200 (2012)
institution	DOAJ
collection	DOAJ
language	ES
topic	hybridization branding symbolic culture cultural intersection mexico united states of america border Social Sciences H Social sciences (General) H1-99
spellingShingle	hybridization branding symbolic culture cultural intersection mexico united states of america border Social Sciences H Social sciences (General) H1-99 Patricia Ramos Rubio Isabel Zizaldra-Hernández Branding simbólico e hibridación: una aproximación en la intersección cultural fronteriza México-Estados Unidos de América: el caso de Ciudad Juárez-El Paso
description	The article examines the inclusion of symbolic branding hybridization in the Mexico-United States of America border from the perspective of an open and poly significant binational region where complex processes and sometimes conflicting groups of interest and stakeholders become articulated. Using hybridization as a tool, it's possible to establish a common starting point conceiving branding within the dichotomy, as the attribute of a product that leaves a lasting impression on the minds of consumers and which turns the brand into a cultural icon directly impacting the thoughts and attitudes of people. This paper thrives to approach common knowledge of the major commercial brands that have taken root in the region of Ciudad Juarez-El Paso by contrasting the commercial culture from the per136 172 11 Vol. 21 ¿ número 41 ¿ 2012 spective of boundary and crossborder conditions. The investigation presents a quantitative methodology divided in three stages: The 1st stage is office work by reviewing the literature; stage 2, approaching the phenomenon through network theory (ARS), linking the EGR Theory Alderfer on resource dependency; and a stage 3 with the implementation, under the EGR (Existence, Value and Growth) criteria, of 105 surveys, where 18 items where considered for evaluation. Instrumentation is done through the snowball method and the main results of hybridization are: Office Depot, Coca-Cola and Colgate.
format	article
author	Patricia Ramos Rubio Isabel Zizaldra-Hernández
author_facet	Patricia Ramos Rubio Isabel Zizaldra-Hernández
author_sort	Patricia Ramos Rubio
title	Branding simbólico e hibridación: una aproximación en la intersección cultural fronteriza México-Estados Unidos de América: el caso de Ciudad Juárez-El Paso
title_short	Branding simbólico e hibridación: una aproximación en la intersección cultural fronteriza México-Estados Unidos de América: el caso de Ciudad Juárez-El Paso
title_full	Branding simbólico e hibridación: una aproximación en la intersección cultural fronteriza México-Estados Unidos de América: el caso de Ciudad Juárez-El Paso
title_fullStr	Branding simbólico e hibridación: una aproximación en la intersección cultural fronteriza México-Estados Unidos de América: el caso de Ciudad Juárez-El Paso
title_full_unstemmed	Branding simbólico e hibridación: una aproximación en la intersección cultural fronteriza México-Estados Unidos de América: el caso de Ciudad Juárez-El Paso
title_sort	branding simbólico e hibridación: una aproximación en la intersección cultural fronteriza méxico-estados unidos de américa: el caso de ciudad juárez-el paso
publisher	Universidad Autónoma de Ciudad Juárez
publishDate	2012
url	https://doaj.org/article/58020a48bda2466f92896d192cea5860
work_keys_str_mv	AT patriciaramosrubio brandingsimbolicoehibridacionunaaproximacionenlainterseccionculturalfronterizamexicoestadosunidosdeamericaelcasodeciudadjuarezelpaso AT isabelzizaldrahernandez brandingsimbolicoehibridacionunaaproximacionenlainterseccionculturalfronterizamexicoestadosunidosdeamericaelcasodeciudadjuarezelpaso
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Branding simbólico e hibridación: una aproximación en la intersección cultural fronteriza México-Estados Unidos de América: el caso de Ciudad Juárez-El Paso

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