scholarly journals The Local Aspect in the Successful Brands in Latin America: Empirical Evidence of Its Prevalence, the Role of Local and Global Companies, and Its Effect on Consumers

2021 ◽  
Vol 13 (2) ◽  
pp. 819
Author(s):  
Pablo Farías
Keyword(s):  
Latin America ◽  
Latin American ◽  
Brand Names ◽  
Brand Name ◽  
Local Language ◽  
Global Companies ◽  
Local Companies ◽  
Low Prevalence ◽  
Brand Portfolios

Local businesses, local brands, and brand names in the local language help to preserve the local culture of a country. Through a content analysis, this study examined the 880 most successful brands in nine Latin American markets to evaluate the prevalence of local companies, local brands, and brand names in the local language among the most successful brands in Latin America. The results showed that local companies and local brands have a low prevalence among the most successful brands in Latin America. This study also revealed that global firms do not use local brands or local-sounding brand names. In contrast, local firms use local-sounding brand names for their local brands. The results showed that the use of local brands and local-sounding brand names is higher in local companies than in global companies. The results demonstrated a low prevalence of local focus among the most successful brands in Latin America, and showed that global companies are driving this low prevalence in the region. The results also indicated that a brand having a local-sounding brand name will increase its success. Therefore, the results suggest that local companies and especially global companies should include local-language brand names in their brand portfolios.

The role of market and product category characteristics in local versus foreign language branding in Latin America

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Pablo Farías ◽  
Luis Torres
Keyword(s):  
Latin America ◽  
Foreign Language ◽  
Latin American ◽  
Product Category ◽  
Cultural Dimensions ◽  
Brand Names ◽  
High Tech ◽  
Content Type ◽  
Local Language ◽  
Product Categories

PurposeThis paper explores which market and product category characteristics could influence the use of foreign language brand names (i.e. whether a brand uses a foreign language versus local language brand name) in some of the largest Latin American countries.Design/methodology/approachHypotheses are tested using 880 brands from 39 product categories and nine Latin American markets using a hierarchical logistic regression.FindingsResults revealed that foreign language brand names are more likely to be used in product categories related to local infrastructure, high-tech and global community. In contrast, local language brand names are more likely to be used in product categories associated to subscriptions. Findings also suggest that Hofstede's national cultural dimensions are significant factors. Finally, the results revealed that foreign language brand names are more likely to be used in markets with a low level of foreign language proficiency.Originality/valueThis paper shows the importance of considering market and product category characteristics and their potential influence on local versus foreign language branding in Latin America – an ignored issue in previous research.

Leadership Training in Latin America

1993 ◽  
Vol 7 (1) ◽  
pp. 15-17
Author(s):  
Alice B. Lentz
Keyword(s):  
Latin America ◽  
Latin American ◽  
Leadership Training ◽  
Developing Economies ◽  
Business Leaders ◽  
Private Higher Education ◽  
Enterprise Growth ◽  
The University ◽  
Latin American Countries

Alice Lentz offers a brief view of the role of the Americas Fund for Independent Universities (AFIU) in relation to significant initiatives in various Latin American countries. In a region where the function and development of private higher education institutions is especially important, the focus of the AFIU's activities is on private universities' ability to provide trained business leaders with the skills necessary to meet the challenges of enterprise growth in these developing economies. She mentions in particular the strengthening of financing capabilities within the university, and the evolution of three-way partnerships among business corporations, AFIU, and universities in Latin America.

“Borderland” as a way of preserving and asserting identity. The historical experience of the Native American cultures of Latin America in a universal context

2021 ◽  
pp. 83
Author(s):  
Yakov Shemyakin
Keyword(s):  
Latin America ◽  
Native American ◽  
Latin American ◽  
Historical Experience ◽  
Cultural System ◽  
Relationship Of ◽  
The Relationship ◽  
Linguistic Reality

The article substantiates the thesis that modern Native American cultures of Latin America reveal all the main features of "borderland" as a special state of the socio-cultural system (the dominant of diversity while preserving the unity sui generis, embodied in the very process of interaction of heterogeneous traditions, structuring linguistic reality in accordance with this dominant, the predominance of localism in the framework of the relationship between the universal and local dimensions of the life of Latin American societies, the key role of archaism in the system of interaction with the heritage of the 1st "axial time», first of all, with Christianity, and with the realities of the "second axial time" - the era of modernization. The author concludes that modern Indian cultures are isomorphic in their structure to the "borderline" Latin American civilization, considered as a "coalition of cultures" (K. Levi-Strauss), which differ significantly from each other, but are united at the deepest level by an extremely contradictory relationship of its participants.

scholarly journals COVID-19 Prevention Measures Implemented by Tennis Coaches: The Role of Continent, Experience, and Type of Facility

2021 ◽  
Vol 18 (23) ◽  
pp. 12679
Author(s):  
Rafael Martínez-Gallego ◽  
Juan Pedro Fuentes-García ◽  
Miguel Crespo
Keyword(s):  
Latin America ◽  
Hand Hygiene ◽  
Latin American ◽  
Ad Hoc ◽  
Preventive Strategies ◽  
Prevention Measures ◽  
Prevention Strategies ◽  
Public Facilities ◽  
National Organizations

The prevention strategies used by tennis coaches when delivering tennis lessons during the COVID-19 pandemic were analyzed in this study. An ad hoc questionnaire collected data from 655 Spanish and Portuguese speaking tennis coaches working in Latin America and Europe. Differences in the prevention measures were analyzed according to the continent, the coaches’ experience, and the type of facility they worked in. Results showed that coaches used information provided from local and national organizations more than from international ones. Hand hygiene, communication of preventive strategies, and changes in the coaching methodology were the most used prevention measures. Latin American coaches and those working in public facilities implemented the measures more often than their European colleagues or those working in private venues. Finally, more experienced coaches showed a greater awareness of the adoption of the measures than their less experienced counterparts. The data provided by this research may assist in developing new specific guidelines, protocols, and interventions to help better understand the daily delivery of tennis coaching in this challenging context.

The Role of Women in the Development of New Religious Movements in Latin America

2021 ◽  
pp. 346-364
Author(s):  
Angel Belzunegui Eraso ◽  
David Dueñas Cid
Keyword(s):  
Latin America ◽  
Latin American ◽  
Social Cohesion ◽  
Religious Movements ◽  
New Religious Movements ◽  
Religious Plurality ◽  
New Religions ◽  
Role Of Women ◽  
Latin American Countries

In this chapter we focus on the growth of “new religions” and new religious movements in Latin America and attempt to find explanations for this growth. Although other explanations for the increase in religious plurality exist, we focus on the role of women in this development. The expansion of movements such as Pentecostalism is challenging the centrality of Catholicism in many Latin American countries. Basically, we therefore aim to answer the following question: Why has Pentecostalism grown so much in some Latin American countries while Catholicism has experienced a certain decline? One possible explanation for this is the role of women in this expansion, which has fostered greater social cohesion within families and communities. Pentecostalism has led to a certain empowerment of the women living in precarious conditions, affording them greater visibility and importance within their communities and giving them a role in the re-education of behaviours that are rooted in male domination.

Historical and Ideological Lineages of Dissenting Protestantism in Latin America

2019 ◽  
pp. 315-337
Author(s):  
Stephen Dove
Keyword(s):  
Nineteenth Century ◽  
Latin America ◽  
Latin American ◽  
Rapid Growth ◽  
Religious Pluralism ◽  
Early Twenty ◽  
Late Twentieth ◽  
Small Footprint ◽  
Religious Landscape

Latin America is a region where traditional dissenting institutions and denominations have a relatively small footprint, and yet the ideas of dissenting Protestantism play an important, and expanding, role on the religious landscape. Since the beginning of the nineteenth century, Latin America has transitioned from a region with a de jure Catholic monopoly to one marked by religious pluralism and the disestablishment of religion. In the late-twentieth and early-twenty-first centuries, this transition has been especially marked by the rapid growth of Pentecostalism. This chapter analyses the role of dissenting Protestantism during these two centuries of transition and demonstrates how ideas and missionaries from historical dissenting churches combined with local influences to create a unique version of dissent among Latin American Protestants and Pentecostals.

Do you remember me? Women sexual objectification in advertising among young consumers

2020 ◽  
Vol 21 (1) ◽  
pp. 77-90
Author(s):  
Lizardo Vargas-Bianchi ◽  
Marta Mensa
Keyword(s):  
Latin American ◽  
Cultural Context ◽  
Brand Names ◽  
Western World ◽  
Sexual Objectification ◽  
Brand Name ◽  
Relevant Variable ◽  
Content Type ◽  
Quasi Experimental ◽  
Probabilistic Sample

Purpose The purpose of this paper is to examine the effect on brand name recall in advertisements with varying levels of female sexual objectification content among young millennials and the effect of distraction on this recall effort. The question arises whether this group evokes those brands that appear in advertisements using different levels of objectification content. Design/methodology/approach The study uses a correlational design that includes two studies with different groups of subjects: an assessment of perceived female sexual objectification levels in a set of ads and a quasi-experimental study that used the assessed perceived levels of female objectification and brand name short-term recall scores of those ads, with and without the intervention of an attention distractor. Findings Results suggest that female sexual objectification content exerts a limited influence on brand name recall between participants. In addition, it is not men who remember brand names from ads using sexual objectified images, but young women. Research limitations/implications The study had an exploratory scope and used a small non-probabilistic sample. Subjects belong to a cultural context of Western world developing economy, and thus perceived female objectification may vary between different cultural settings. Results refer to graphic advertisements, though this cohort is exposed to other audiovisual content platforms. Originality/value Several studies have addressed female objectification in advertising and media, but few focused on young Latin American audiences and its impact on the recollection of advertised brands. Brand name retention and awareness is still a relevant variable that the advertising industry takes in account as one of several predictors toward buying decisions. Even less research has been made on Latin American social and cultural contexts.

Pseudohomophones as brand names

2018 ◽  
Vol 52 (9/10) ◽  
pp. 1909-1930
Author(s):  
Jasmina Ilicic ◽  
Stacey Baxter ◽  
Alicia Kulczynski
Keyword(s):  
Real World ◽  
Design Methodology ◽  
Brand Names ◽  
Brand Name ◽  
Superiority Effect ◽  
Content Type ◽  
The Real ◽  
Brand Meaning ◽  
Practical Implications

Purpose The purpose of this study is to introduce the homophone emotional interest superiority effect in phonological, or sound-based, priming, whereby pseudohomophone brand names (i.e. non-words that are pronounced identically to English words, for example, Bie) prime brand meaning associated with the member of the homophone pair that is emotionally interesting (i.e. Bie will be prime brand avoidance (purchase) when consumers are emotionally interested in the homophone bye [buy]). Design/methodology/approach Studies 1 and 2 examine the effect of homophone emotional interest on brand judgements and behaviours. Study 3 investigates the role of boredom with the brand name in attenuating the homophone emotional interest superiority effect. Findings Findings indicate that pseudohomophone brand names prime brand judgements and behaviours associated with the word from the homophone pair that evokes emotional interest. Study 2 provides further evidence of homophone emotional interest as the process influencing brand judgements and behaviours. Study 3 establishes that the effect of pseudohomophone brand names on brand judgements weaken when boredom with the brand name is induced. Research limitations/implications This study is limited, as it focuses only on fictitious brands and methodologically creates boredom in a way in which may not be typical of what would be experienced in the real world. Practical implications This study has important implications for brand managers in the development of new brand names and in prioritising the intended homophone pair from a pseudohomophone brand name to influence consumer judgements and behaviours. Originality/value This study introduces and provides evidence of a homophone emotional interest superiority effect. This study also identifies a condition under which the homophone emotional interest superiority effect is attenuated.

The Role of the State Oil Company in Latin America

1992 ◽  
Vol 10 (2) ◽  
pp. 79-88
Author(s):  
A.A. Teixeira
Keyword(s):  
Latin America ◽  
Latin American ◽  
Economic Integration ◽  
International Markets ◽  
Oil Companies ◽  
Private Organization ◽  
Role Of The State ◽  
Self Sufficiency ◽  
Oil Company

ARPEL is a private organization working for the benefit of its 20 member companies as well as promoting the economic integration of their respective countries. The Latin American State Oil Companies (LASOCs) are responsible for 80% of petroleum activities in the region, which in 1990 amounted to 7.4 mbd or 11.4% of the world's production. Mexico and Venezuela are responsible for 2/3 of the output. The LASOCs. besides filling domestic needs and seeking country self-sufficiency, look for opportunities for participation in international markets and to attract external investment.

Latin America's Need for Regional Research Centers

1967 ◽  
Vol 9 (1) ◽  
pp. 1-6
Author(s):  
Felipe Herrera
Keyword(s):  
Higher Education ◽  
Latin America ◽  
Latin American ◽  
Regional Research ◽  
Development Bank ◽  
American University ◽  
The Republic ◽  
The University ◽  
Powerful Incentive

The degree conferred upon me by the University of America with the concurrence of the 24 universities of the Republic of Colombia is a powerful incentive to the work of the Inter-American Development Bank in the field of higher education and research in Latin America. You will forgive me, then, if I take this occasion to mention the role of the Inter-American Bank as the “Bank of the Latin American University,” a role which has placed it in the vanguard of an impressive process of international cooperation for the modernization and decisive expansion of higher education in the Hemisphere. The $55 million it has loaned to 71 institutions in 17 countries bear eloquent testimony to an abiding preoccupation of the Bank in its brief years of existence.

Sign in / Sign up

Export Citation Format

Share Document