Brand perception and its influence on the purchasing decision of local consumers (Original)

Abstract

Brands constitute an essential intangible asset for organizations, capable of conveying meanings, experiences, and values ​​that directly impact the minds of consumers. Brand perception has become a strategic factor that influences the building of trust, loyalty, and preference for certain consumption options. This article presents a narrative review of recent literature (2018–2025) on the relationship between brand perception and purchasing decisions among local consumers in the Latin American context. The results of the review show that brand perception is shaped by the interaction of tangible attributes such as price, design, and perceived quality, and intangible ones such as trust, authenticity, digital reputation, and social responsibility. It is highlighted that intangible factors are gaining increasing weight in purchasing decisions, with trust and credibility being the most influential in customer loyalty. Furthermore, the literature highlights the relevance of digital reputation and social media interaction as determinants in the formation of brand perceptions today. In Latin America, a duality in consumer preferences is observed: while certain segments value global brands for their prestige and status, others show greater affinity for local brands due to their authenticity, cultural proximity, and social responsibility. It is concluded that local brands possess unique competitive advantages if they manage to capitalize on these differential attributes.