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.



Citation:

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.

Authors

Maria Merino, ITAM Mexico
Silvia Gonzalez, ITESM Mexico



Volume

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



Share Proceeding

Featured papers

See More

Featured

L2. Wish List Thinking: The Role of Psychological Ownership in Consumer Likelihood to Purchase or Remove a Product from an Online Wish List

Christopher Groening, Kent State University, USA
Jennifer Wiggins, Kent State University, USA
Iman Raoofpanah, Kent State University, USA

Read More

Featured

Effortful but Valuable: How Perceptions of Effort Affect Charitable Gift Choice and Valuations of Charity

Haesung Annie Jung, University of Texas at Austin, USA
Marlone Henderson, University of Texas at Austin, USA

Read More

Featured

Attenuating Endowment Effect with Venmo: Online Payment Systems Make it a Pleasure to Pay

Liang Huang, University of Arizona, USA
Jennifer Savary, University of Arizona, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.