{"ok":true,"nota":{"id":"66470f5e4c76bce0","slug":"la-publicidad-de-marcas-globales-funciona-como-herramienta-para-ganar--66470f","titulo":"La publicidad de marcas globales funciona como herramienta para ganar lugar frente a la competencia","resumen":"Investigadores analizaron 75 videos de YouTube de marcas internacionales conocidas, usando datos de medios financieros. Buscaron patrones sobre cómo la publicidad ayuda a posicionar la marca, generar ventaja competitiva y mantener la atención del consumidor.","fuente":"econstor","fuenteNombre":"EconStor · Economía","color":"#9a6b1f","autor":"Niftiyev, Ibrahim","url":"https://hdl.handle.net/10419/344264","imagen":"/hoy/portada/66470f5e4c76bce0","tema":"economia","subtemas":["publicidad","marcas globales","marketing digital","posicionamiento","consumo"],"entidades":["YouTube","EconStor"],"formato":"dato","entretenimiento":false,"pubTs":"2026-10-27T10:31:02.000Z","indexTs":"2026-10-27T11:35:14.557Z","hash":"02f0f382a699d3f97ab7be15b93c7d8e5df096c704181fc7749575c582f4ed61","tsa":{"time":"Oct 27 11:36:56 2026 GMT","provider":"freetsa.org","sobre":"sello"},"stats":{"views":1,"likes":0,"clicks":0,"dwell":0},"tipo":"normal","registro":"hallazgo","porQueImporta":"El trabajo concluye que los avisos de las grandes marcas no sirven solo para vender un producto, sino para construir una identidad que se sostiene en muchos mercados a la vez. Lo que se ve en una pantalla argentina suele ser parte de una estrategia pensada para varios países. Para quien consume, cada anuncio que parece simple responde a un cálculo sobre cómo quiere ser recordada la marca. El estudio es cualitativo y se basa en una muestra acotada, así que describe patrones más que probar efectos.","quienFirma":"EconStor (repositorio de economía)","confianza":"preprint","consulta":null},"sello":{"hash":"02f0f382a699d3f97ab7be15b93c7d8e5df096c704181fc7749575c582f4ed61","sello":"c44636bbfc4b1ff5fc6f1dbc8abe0f1921b97580d3dddffbfedc85a917239fc2","beacon":{"drand":{"cadena":"8990e7a9aaed2ffed73dbd7092123d6f289930540d7651336225dc172e51b2ce","ronda":6588999,"aleatorio":"01495c0fd5373c357b22a972f3b6861c32e496fdc0a18b629848b786df655ad7","tiempo":"2026-10-27T11:36:30.000Z"},"nist":{"cadena":2,"pulso":2001693,"salida":"CBD85BF3F097F6A4607B76FD9C6675C31C075D18C08ACA5DDC960D11BD983C9AC5444A02EFDE33A26C99F8FB36EDE2D1BF9FE73A431D4C0942D6D1073734A8F3","tiempo":"2026-10-27T11:36:00.000Z"},"noAntes":"2026-10-27T11:36:30.000Z"},"verificacion":{"drand":true,"nist":true},"tsa":{"time":"Oct 27 11:36:56 2026 GMT","provider":"freetsa.org","sobre":"sello"},"original":{"titulo":"Advertising as a Strategic Marketing Tool for Global Brands: A Qualitative Analysis","descripcion":"In an increasingly competitive global marketplace, advertising extends beyond the promotion of products and services. It is a strategic instrument for shaping brand identity, strengthening competitive positioning, and sustaining consumer attention. For global brands, its strategic value lies not only in communicating with consumers but also in differentiating themselves across diverse markets and evolving business environments. This study examines advertising as a strategic marketing tool for global brands through a qualitative analysis of 75 YouTube videos featuring internationally recognized brands. Drawing on secondary data from financial media outlets, the research explores how advertising contributes to brand positioning, competitive advantage, consumer engagement, and long-term brand development. The main methodology is thematic analysis (TA), used to identify recurring patterns in","pubDate":"2026-10-27T10:31:02Z","url":"https://hdl.handle.net/10419/344264"},"indexado":"2026-10-27T11:35:14.557Z"}}