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...

Ausführliche Beschreibung

Bibliographische Detailangaben

Hauptverfasser:	Aydinoglu, Nilufer Z, Batra, Rajeev, Ozsomer, Aysegul
Format:	Tagungsbericht
Sprache:	eng
Schlagworte:	Brand preferences Consumer behavior Data analysis Multivariate analysis Perceptions Preferences Studies
Online-Zugang:	Volltext
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