The dilemma of brand identity in Latin America

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...