Carregant...
Fitxers
Tipus de document
ArticleVersió
Versió acceptadaData de publicació
Tots els drets reservats
Si us plau utilitzeu sempre aquest identificador per citar o enllaçar aquest document: https://hdl.handle.net/2445/176493
The Expansion of Branding in International Marketing: The Case of Olive Oil, 1870s-1930s
Títol de la revista
Autors
Director/Tutor
ISSN de la revista
Títol del volum
Recurs relacionat
Resum
Drawing on a variety of sources, this article investigates the emergence and expansion of branding in the international olive oil markets prior to World War II. It documents the rapid growth of the world trade in packaged olive oil from the 1870s onwards and shows that the main destinations of this consumer-ready product were in the Americas. In this respect, it complements previous findings based on the use of trademark registration figures. The article then argues that the expansion of canned and branded olive oil exports to the New World was the result of three interconnected factors: the mass migration of southern Europeans in the late nineteenth century and the formation of a new market on the other side of the Atlantic; significant transformations in the commodity chain of the product in the Americas during the first third of the twentieth century; and the problems of quality uncertainty and fraud in the emerging New World markets for olive oil. By analysing these factors, this study also provides evidence to further the debate on the purpose of branding and modern marketing.
Matèries (anglès)
Citació
Citació
RAMON-MUÑOZ, Ramon. The Expansion of Branding in International Marketing: The Case of Olive Oil, 1870s-1930s. _Business History_. 2020. Vol. 62, núm. 1, pàgs. 98-122. [consulta: 20 de gener de 2026]. ISSN: 0007-6791. [Disponible a: https://hdl.handle.net/2445/176493]