... that goes beyond selling; identity matching – signaling cultural identity or values at a deeper level, embracing Hispanic culture and social values and virtues, to cross the border between brand identification and brand legitimation efforts; Latino persona – as a brand, adopting a persona within...

... and places the articles in context. Findings Performance of multinational corporations (MNCs) on the global stage can become more effective when expatriate employees adapt positively within different cultural surroundings. How they choose to respond helps ascertain the type of cultural identity strategy...