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


Eren-Erdogmus I. , DİRSEHAN T.

QUALITATIVE MARKET RESEARCH, cilt.20, sa.3, ss.266-288, 2017 (ESCI İndekslerine Giren Dergi) identifier identifier

  • Cilt numarası: 20 Konu: 3
  • Basım Tarihi: 2017
  • Doi Numarası: 10.1108/qmr-04-2015-0027
  • Dergi Adı: QUALITATIVE MARKET RESEARCH
  • Sayfa Sayıları: ss.266-288

Özet

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