Understanding the Situational Appeal of Local Brands in Emerging Economies: the Case of Turkey

While the power and influence of global cultural forces in affecting consumer preference between global and local brands is studied quite well, that of local cultures is not understood as well. This research systematically explores the situational contingencies that influence the ways in which consu...

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Hauptverfasser:	Aydinoglu, Nilufer Z, Batra, Rajeev, Ozsomer, Aysegul
Format:	Tagungsbericht
Sprache:	eng
Schlagworte:	Brand preferences Consumer behavior Data analysis Multivariate analysis Perceptions Preferences Studies
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creator	Aydinoglu, Nilufer Z Batra, Rajeev Ozsomer, Aysegul
description	While the power and influence of global cultural forces in affecting consumer preference between global and local brands is studied quite well, that of local cultures is not understood as well. This research systematically explores the situational contingencies that influence the ways in which consumers balance and integrate these two forces. We use both qualitative data and multivariate analysis of survey data to identify and test the dimensions of (1) consumer perceptions of degree of localness/globalness, (2) perceived benefits of local/global brands and corresponding preferences, and (3) the situational variables affecting consumer preference between local and global brands.
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subjects	Brand preferences Consumer behavior Data analysis Multivariate analysis Perceptions Preferences Studies
title	Understanding the Situational Appeal of Local Brands in Emerging Economies: the Case of Turkey
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