Global Or Local? Consumers' Perception of Global Brands in Latin America

Even though the debate between global vs. local brand has been intense and well-documented, there are still some important pending questions regarding the specific impact of perceived globalness on each of the sources of brand equity. This study aims at understanding how global brands are in a distinct position to affect loyalty drivers. The analysis is set in three major markets of Latin America, evidencing important attitude and behavioral differences among the consumers in these markets. Results show that consumers prefer global brands to local alternatives in some of the main loyalty drivers, but not in all of them.


Maria Merino and Silvia Gonzalez (2008) ,"Global Or Local? Consumers' Perception of Global Brands in Latin America", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 16-21.


Maria Merino, ITAM Mexico
Silvia Gonzalez, ITESM Mexico


LA - Latin American Advances in Consumer Research Volume 2 | 2008

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