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 Dilemma Of Brand Identity In Latin America
Globalisation or nationalisation? A debated issue in the
development of brand strategies in Latin America
Nora D'Alessio
D'Alessio IROL
Introduction
Our objective for this
paper is to present a research...
