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

Nilufer Z. Aydinoglu, Koc University, Turkey
Rajeev Batra, Ross School of Business, University of Michigan, USA
Aysegul Ozsomer, Koc University, 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 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.
[ to cite ]:
Nilufer Z. Aydinoglu, Rajeev Batra, and Aysegul Ozsomer (2010) ,"Understanding the Situational Appeal of Local Brands in Emerging Economies: the Case of Turkey", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 754-755 .