Original paper

Global vs local brand perceptions among Thais and Turks

Volume: 23, Issue: 5, Pages: 667 - 683
Published: Nov 15, 2011
Abstract
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...
Paper Details
Title
Global vs local brand perceptions among Thais and Turks
Published Date
Nov 15, 2011
Volume
23
Issue
5
Pages
667 - 683
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