Disguising and Emphasizing Local Brand Origin in Emerging Markets: An Empirical Investigation

Abstract

Most consumers live in emerging markets; and yet, much of the consumer behavior theory is built on research conducted in high-income countries. Researchers have called for testing the validity of theories developed in a Western cultural context, in emerging markets; however, much work remains to be done. One area that merits investigation is emerging-market consumers' preference for global brands, as it affects the strategies of both global and local firms. This study sheds light on the outcome of the attribution of local or global identity to local brands in the emerging market of Turkey. The study investigates the extent to which Turkish consumers correctly identify Turkish brands as local brands.(1)