Eren-Erdoğmuş, İrem; Dirsehan, Taşkın - In: Qualitative Market Research: An International Journal 20 (2017) 3, pp. 266-288
Purpose The purpose of this paper is to differentiate local versus global brand associations in an emerging market (Turkey)’s coffee shop market. Design/methodology/approach Two leading coffee shop brands – one local and one global – were analyzed with an emerging exploratory research...