Exploring local vs global brand associations in an emerging market using BCM technique

Eren-Erdogmus I. , DİRSEHAN T.

QUALITATIVE MARKET RESEARCH, vol.20, no.3, pp.266-288, 2017 (Journal Indexed in ESCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 20 Issue: 3
  • Publication Date: 2017
  • Doi Number: 10.1108/qmr-04-2015-0027
  • Title of Journal : QUALITATIVE MARKET RESEARCH
  • Page Numbers: pp.266-288
  • Keywords: Emerging markets, Brand image, International marketing, Brand associations, Brand concept map, COUNTRY-OF-ORIGIN, CONCEPT MAPS, CONSUMER, STRATEGIES, EQUITY, CREDIBILITY, ATTITUDES, CUSTOMER, PRODUCT, CULTURE

Abstract

Purpose - The purpose of this paper is to differentiate local versus global brand associations in an emerging market (Turkey)'s coffee shop market.