A cross-national study of branding and manufacturing site effects on Latin American consumers' perceptions of product value

A study compares value perceptions of a cross-national sample of Latin American repsondents toward US and local branding and manufacturing. It partitions and compares the value differentials associated with US branding and US manufacturing location. It also explores the moderating effects of product content and financial risk on value differentials. These issues have been largely unexplored in regard to consumers from LDCs. The strategy implications for US and local Latin American brands differ overall and according to a product's level of content and financial risk.