A RESEARCH ON THE EFFECT OF GLOCAL MARKETING STRATEGIES ON BRAND LOYALTY WITHIN GLOBAL MARKETING
KÜRESEL PAZARLAMA KAPSAMINDA GLOKAL PAZARLAMA STRATEJİLERİNİN MARKA SADAKATİ ÜZERİNDEKİ ETKİSİ ÜZERİNE BİR ARAŞTIRMA

Author : Cenk Murat KOÇOĞLU -- Aydoğan AYDOĞDU
Number of pages : 218-235

Abstract

Today global firms practice strategies to build brand loyalty. One of these strategies is “glocalization practices”. Glocalization meaning products or services for gobal markets adopt or customize for local culture, is a notion starting often to use after 1980’s. Firms try to build the brand loyalty via glocal marketing strategies on global markets prevailed by global competitions. In this context, aim of the study is to reveal the effects of glocal marketing strategies on brand loyalty in fast-food sector. Data from 287 customers by using a questionnaire method were evaluated. The data obtained were analyzed via SPSS 22.00 statistical package program. At the result of the analysis, the relationship was determined between the dimensions of glocal marketing like “products”, “prices”, “promotion” and brand loyalty. In addition, “products” dimension was the most effected dimension on brand loyalty. On the other hand, it has been determined that brand loyalty perceptions of customers changed according to their education and incomes

Keywords

Global Marketing, Glocalization, Glocal Marketing, Brand Loyalty, Fast-food Business.

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