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, Scopus)

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 20 Sayı: 3
  • Basım Tarihi: 2017
  • Doi Numarası: 10.1108/qmr-04-2015-0027
  • Dergi Adı: QUALITATIVE MARKET RESEARCH
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), Scopus
  • Sayfa Sayıları: ss.266-288
  • Anahtar Kelimeler: Emerging markets, Brand image, International marketing, Brand associations, Brand concept map, COUNTRY-OF-ORIGIN, CONCEPT MAPS, CONSUMER, STRATEGIES, EQUITY, CREDIBILITY, ATTITUDES, CUSTOMER, PRODUCT, CULTURE
  • Marmara Üniversitesi Adresli: Evet

Özet

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