Latin America Centre of Asia-Pacific ExcellenceSeo, YuriKim, Jae-EunSeptianto, Felix2024-10-212024-10-212019https://ir.wgtn.ac.nz/handle/123456789/32079Mexico is a market with great potential for New Zealand exporters. However, it is also known as a difficult market. Mexican consumers remain relatively poorly understood by many exporters. Branding and marketing strategies need to take into account the specific perceptions of New Zealand held by Mexican consumers, and the ways these images of New Zealand figure in purchase intentions and favourability ratings. This investigation first introduces the Mexican market and then presents the findings of an original survey and experiment conducted by Yuri Seo, Jae-Eun Kim and Felix Septianto using Mexican participants in 2019.en-NZNew ZealandMexicoTrade relationshipsTextLatin America Centre of Asia-Pacific Excellence