The dilemma of brand identity in Latin America

Date of publication: May 4, 2003

Catalogue: Latin America 2003

Author: Nora D'Alessio


The hypothesis of this paper is that consumer's attitudes and behaviors toward global and local brands are integrated into the same dynamic process that gives origin to acceptance and rejection of globalization as an economic, technological, social and cultural phenomenon. The authors sustain, therefore, that there is room for rethinking the need for a new ideological construction and possibly, for a new marketing strategy founded on the culture of the current global consumer.

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