TITLE

MARKETING TO MEXICAN CONSUMERS

AUTHOR(S)
Vaezi, Serge
PUB. DATE
March 2005
SOURCE
Brand Strategy;Mar2005, Issue 190, p43
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses issues related to marketing in Mexico. Research shows that Mexicans appear to have a strong affinity with typical American values. Mexico seems to form an attitudinal as well as physical bridge between the U.S. and the rest of the continent. Mexican consumers display an almost exaggerated use of brands to display status and conspicuous consumption is rife. Socialising provides Mexicans with the best arena to display power and status with conspicuous consumption, giving rise to some unusual effects on brands within categories that operate heavily in this sector, such as drinks, fashion and accessories.
ACCESSION #
16371306

 

Related Articles

  • Can Brands Make Us Happy? A Research Framework for the Study of Brands and Their Effects on Happiness. Bettingen, Jean-Francois; Luedicke, Marius K. // Advances in Consumer Research;2009, Vol. 36, p308 

    Brands permeate consumer culture. Yet, despite their ubiquitous presence, one of the societally most relevant and fundamental questions of brand existence remains among the most difficult to capture: Can brands make us happy? Academics have identified emotional and cognitive influences of brands...

  • Choice With Inference is Different from Choice without Inference. Gunasti, Kunter; Ross, Jr., William T. // Advances in Consumer Research;2007, Vol. 34, p375 

    Some researchers argued that consumers rarely form inferences. Others proposed ways for inference formation using: within-brand attribute information; other brands in the choice set (across-brand information); or average values. The authors found that choices made with and without inferences...

  • Brands' behavioural therapy. Pearse McCabe; Kilby, Nathalie // Marketing Week;11/10/2005, Vol. 28 Issue 45, p34 

    Reports on the results of research conducted on customer's attitudes on product brands in Great Britain. Percentage of consumers who do not trust the organizations they deal with on a day-to-day basis to meet their needs; Statistics of customers who value brands with a generous, open and...

  • Researching and marketing to consumption collectives. Hawkins, Matthew A. // International Journal of Market Research;Sep2018, Vol. 60 Issue 5, p517 

    Consumer researchers have identified a handful of consumption collectives, such as consumption tribes, brand communities, and communities of practice. A consumption collective is a group of consumers who share consumption characteristics. Despite the use of participant screens in other research...

  • DOZNANIA ESTETYCZNE KONSUMENTÓW W KSZTAŁTOWANIU OFERTY MARKETINGOWEJ. MAZUREK-ŁOPACIńSKA, KRYSTYNA // Studia i Materialy Polskiego Stowarzyszenia Zarzadzania Wiedza /;2011, Issue 50, p167 

    Aesthetics is one of the tendencies in consumption development. It's related to dematerialization understood in the context of the growing importance of nonmaterial market offer. In this paper, the importance of aesthetic experience resulting from the consumption from the perspective of...

  • Co-Creation Through Fear, Faith and Desire. Pongsakornrungsilp, Siwarit; Pusaksrikit, Theeranuch; Schroeder, Jonathan // Advances in Consumer Research - European Conference Proceedings;2011, Vol. 9, p333 

    The article offers information on a study on the role of spirituality to the working consumers to create brand culture. It focuses on the amulet consumers which collectively co-create spirituality in consumption and on the products. It argues that consumers became co-creators of brand through...

  • Brand Attachment: Theory and Practice. Park, C. Whan // Advances in Consumer Research;2016, Vol. 44, p3 

    In this article, the author discusses 47th Annual Conference of the Association for Consumer Research. It discusses creating of perspectives on important activities of individuals, society, and organizations. It also discusses the periodicals aims of transformative consumer research initiatives....

  • The Impact of Un/ethical Corporate Conduct on Consumers' Ethical Perceptions-A Multidimensional Framework. Brunk, Katja H.; Bluemelhuber, Christian // Advances in Consumer Research;2010, Vol. 37, p368 

    The article focuses on the link between a company's business ethics or corporate social responsibility (CSR) and consumer responses. It notes that favorable or unfavorable perceptions about a company's ethics can affect consumer evaluation, their attitude towards and relationship with its brands...

  • Interactions of Consumption Situations and Brand Attitudes. Bearden, William O.; Woodside, Arch G. // Journal of Applied Psychology;Dec76, Vol. 61 Issue 6, p764 

    Variables corresponding to individual consumption situations were used with an aggregated attitude-toward-the-object variable to predict brand behavioral intentions. Multiple regression analysis was used to assess the influence of the situations compared with the influence of the attitude...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics