Online from: 1989
Subject Area: Marketing
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|Title:||Global vs local brand perceptions among Thais and Turks|
|Author(s):||Kivilcim Dogerlioglu-Demir, (Faculty of Management, Sabanci University, Istanbul, Turkey), Patriya Tansuhaj, (Department of Marketing, Washington State University, Pullman, Washington, USA)|
|Citation:||Kivilcim Dogerlioglu-Demir, Patriya Tansuhaj, (2011) "Global vs local brand perceptions among Thais and Turks", Asia Pacific Journal of Marketing and Logistics, Vol. 23 Iss: 5, pp.667 - 683|
|Keywords:||Brands, Consumer behaviour, Consumer values, Cross cultural studies, Global brands, Globalization, Local brands, Thailand, Turkey|
|Article type:||Research paper|
|DOI:||10.1108/13555851111183084 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
Purpose – Market researchers often treat Asian consumers as a single entity and compare them with their Western counterparts. The purpose of this paper is to compare and contrast consumers in two Asian countries, Thailand and Turkey. Since global and local brands co-exist in many regions of the world today, this study, by examining two Asian cultures, examines the impact of personality traits and values on individuals' intentions to purchase global versus local brands. The authors also investigate the role of priming (local versus global cues) in the relationship between these individual traits and purchase intentions.
Design/methodology/approach – The study involves a series of pretests and an experiment conducted among 240 participants from Thailand and 142 participants from Turkey. Though exploratory in nature, content analysis also suggests interesting avenues for future research.
Findings – The findings suggest that although both societies are perceived as traditional and collective, consumers from both Thai and Turkish cultures exhibit some striking differences. There were differences in the ways in which individual traits and values impacted global
Originality/value – The research is valuable in understanding that two seemingly similar Asian cultures (Thailand and Turkey) are – in effect – dissimilar on key variables such as traditionalism and ethnocentrism and that impacts how these two cultures perceive global and local brands. As marketers aim to satisfy consumer's needs by offering goods and services, it is extremely important to understand consumers' evaluations of these brands and how these perceptions are formed in the first place. Such an understanding will help marketers in their positioning strategies as well as marketing communications design.
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