Rafael San José Iglesias

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PhD Scholar

Phone: +64 9 921 9999 ext. 7884

Email: rafael.sanjoseiglesias@aut.ac.nz


•    Master of Business Administration, MBA (Dean’s List), Universidad de las Américas, Mexico City
•    Master in United States Studies (Cum Laude), Universidad de las Américas Puebla

Research Areas:

Branding, Strategy, Global Marketing, Consumer Behavior, Advertising & Promotion, Public Relations & Events, Media Strategy & Planning.

Research Summary:

Introduction to the PhD Research

Thesis title: The effects of global and local brands images on consumer attitudes toward brand alliances.

Rafael's research analyses the potential of a brand alliance to represent the integration of global success and local cultural links of the involved brands from the consumers’ perspective. It examines consumers' attitudes toward current and potential brand alliances between global and local brands considering brand knowledge, brand origin including positive and negative country stereotypes, cultural brand imagery in terms of images, symbols and textual appeals, as well as consumption orientation and product category as moderator variables. This research will allow CEOs and brand managers to understand to what extent it is possible to reduce or neutralize negative associations or reinforce positive associations of global brands through a brand alliance with iconic local brands.

Research Supervisor
•    Associate Professor Mark Glynn


  1. San José Iglesias, R. (2015). Mexican consumers’ perceptions and attitudes toward globalization. Fourth Symposium on Latin America.  University of Auckland. New Zealand.
  2. San José Iglesias, R. (2003). Globalization: Values, Ideology, Identity and Nationality in the North America Integration Process. Southwestern Social Science Association.  San Antonio, Texas. USA.