International Journal of Humanities and Social Science

ISSN 2220-8488 (Print), 2221-0989 (Online) 10.30845/ijhss

RELATIONSHIP BETWEEN LOBAL MARKETING AND BRAND EQUITY: THE CASE OF BAKTAT
Sabiha KILIÇ

Abstract
The concept of lobal means producing the products and services in local markets and consuming in global markets. The aim of this study is evaluating the relationship between the size of perceived brand equity influenced the local marketing strategy having the approach of “think local, act global” and perceived level of consumer brand equity in national market. The basic assumption of the study is that lobal marketing strategy contributes to the increase of the perceived brand equity in national market. The four basic hypotheses determined by depending on research model developed according to the aim and the basic assumptions of the research have been analyzed by the multi linear regression model and adopted. The descriptive statistics has been used for the arranged of data obtained by survey method.

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