Küresel Tüketici Kültürünün Gelişmesinde Küresel Markaların Rolü

Creative Commons License

Yücel E.

in: , MARCEL MEČIAR,HAMZA ŞİMŞEK,İSMAİL ŞİRİNER, Editor, IJOPEC Publication, London, pp.85-105, 2020

  • Publication Type: Book Chapter / Chapter Research Book
  • Publication Date: 2020
  • Publisher: IJOPEC Publication
  • City: London
  • Page Numbers: pp.85-105
  • Dokuz Eylül University Affiliated: Yes


With the globalization process that affects the cross-border operations of many businesses around the world and is still more important, the effect of global brands on the lives of consumers is increasing. Global brands, seen as an important reflection of cultural identity and a symbol of quality, have created a new market segment by contributing to the development of a consumer culture understanding that transcends national borders. This relatively homogeneous segment of the global market, where consumers from different cultures come together abstractly by removing distance borders, is gradually growing. Global brands that properly execute their global brand image and positioning with appropriate marketing communication activities benefit significantly from this developing global market segment.