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- Title
Consumers' Evaluation of Glocal Marketing Strategies of Global Firms in Turkey: An Example of a Glocal Product.
- Authors
Öneği, Merve; Eser, Zeliha; Korkmaz, Sezer
- Abstract
This study aims to determine the impact of objective and subjective evaluations of consumers about Glocal marketing practices of global brands in Turkey. The data is collected from 200 consumers about their evaluation of local soup taste of Knorr brand. The findings reveal that evaluations of Turkish consumers favor Glocal marketing approach used by Knorr in terms of its marketing mix choices.
- Subjects
TURKEY; MARKETING strategy; GLOCALIZATION; MARKETING; MARKETING mix
- Publication
International Journal of Business & Administrative Studies, 2019, Vol 5, Issue 3, p109
- ISSN
2415-0541
- Publication type
Article
- DOI
10.20469/ijbas.5.10001-3