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Say you’re walking around in a foreign country, you’re hungry, and you’ve got the equivalent of a few dollars in your pocket. You’re tired and don’t feel like tackling a foreign menu and ordering something you might not like. Suddenly, in the distance, you see the Golden Arches. You never eat at McDonald’s at home, but suddenly it looks pretty good. Why is that? Is it because you feel loyalty to McDonald’s?
Marketing consultants tout Latino brand loyalty as a truism.
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