Vaezi, Serge
March 2005
Brand Strategy;Mar2005, Issue 190, p43
Trade Publication
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.


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