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

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Atıf İçin Kopyala

Eren-Erdogmus I. , DİRSEHAN T.

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

• 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.