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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Merve Önegi & Zeliha Eser & Sezer Korkmaz, 2019. "Consumers’ Evaluation of Glocal Marketing Strategies of Global Firms in Turkey: An Example of a Glocal Product," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 5(3), pages 109-118.
    • Handle: RePEc:apa:ijbaas:2019:p:109-118
    DOI: 10.20469/ijbas.5.10001-3
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    References listed on IDEAS

    as
    1. Pratama Adi Nugraha & Indrawati, 2017. "The Effect of Social Media Experiential Marketing Towards Customers’ Satisfaction (A Study in Chingu Korean Fan Cafe Bandung Indonesia)," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 3(2), pages 56-63.
    2. Luigi Dumitrescu & Simona Vinerean, 2010. "The Glocal Strategy Of Global Brands," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 5(3), pages 147-155, December.
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    Cited by:

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    2. Walaa Khoder Kattar & Ahmet Diken, 2020. "Why have USA firms been more effective than the UK firms in the market since the industrial revolution?," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 6(6), pages 236-245.
    3. Fatin Nabilla, 2019. "Advertising Attitude, Green Purchase Intention and Environmental Concern: Promoting Functional Versus Emotional Appeals," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 5(4), pages 199-223.

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