Consumers’ Evaluation of Glocal Marketing Strategies of Global Firms in Turkey: An Example of a Glocal Product

Merve Önegi, Zeliha Eser and Sezer Korkmaz
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Merve Önegi: Secretary of Prime Minister Office, Ankara, Turkey
Zeliha Eser: Faculty of Economics and Administrative Sciences, Baskent University, Ankara, Turkey
Sezer Korkmaz: Faculty of Economics and Administrative Sciences, Haci Bayram Veli University, Ankara, Turkey

International Journal of Business and Administrative Studies, 2019, vol. 5, issue 3, 109-118

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.

Keywords: Globalization; glocalization; SERVQUAL; marketing strategies (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:apa:ijbaas:2019:p:109-118

DOI: 10.20469/ijbas.5.10001-3

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