From pillage to association

Paulo Carramenha and Gaston Martinez Heres

This paper examines the recent changes with respect to Spain's image in Latin America, related to its prominent position as foreign investor in the region.

From Pillage To Association

Changes in the relations between Iboamérica and Spain

Gastón Martínez Heres Director, Inner Brand Planning, Spain. andPaulo Carramenha Director, Inner, Brasil.

WHY DOES THE COUNTRY BRAND IMAGE PLAY A CENTRAL ROLE ON...

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