Zobrazeno 1 - 10
of 31
pro vyhledávání: '"Ayşegül Özsomer"'
Publikováno v:
Journal of International Marketing. 31:6-24
Multinational corporations (MNCs) must balance opportunity-seeking initiatives locally with global programs and imperatives. This balancing act between generating and responding to local insights and exploiting standardized marketing programs calls f
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::ab1d68338571e040354d2bf3e852ff75
https://doi.org/10.1177/1069031x221130740
https://doi.org/10.1177/1069031x221130740
Publikováno v:
Journal of International Marketing. 30:1-20
The authors develop an omni-brand orientation framework that is a bidimensional conceptualization allowing global (local) brand elements to coexist alongside local (global) elements to create a “gloCal” brand. Using an interpretive analysis of in
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::5389b3842b517a1f17ef22d66b9d3c57
https://doi.org/10.1177/1069031x211070607
https://doi.org/10.1177/1069031x211070607
Publikováno v:
Journal of Consumer Behaviour. 21:685-696
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::ea391be7b2baa48f977fb5c012a7d61c
https://doi.org/10.1002/cb.2024
https://doi.org/10.1002/cb.2024
Autor:
Konstantinos G. Kottikas, Efthymia Kottika, Ioannis G. Theodorakis, Ayşegül Özsomer, Vlasis Stathakopoulos, Pernille Rydén, Kostas Kaminakis
Publikováno v:
Industrial Marketing Management
Small and medium size enterprises in both business to business and consumer markets are particularly vulnerable to economic downturns. Concentrating on the Greek economic crisis, one of the toughest and most prolonged on a global scale, the present r
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::51a3bb6da49648cc36c0beaa803d28f3
http://europepmc.org/articles/PMC7286645
http://europepmc.org/articles/PMC7286645
Autor:
Ayşegül Özsomer
Publikováno v:
International Marketing Review. 36:548-552
Purpose The purpose of this paper is to build on Steenkamp’s reflections, and introduce emerging and important developments that are shaping the global landscape and influencing global consumer culture (GCC) and global brands (GBs). Design/methodol
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::d333b4436ca489ee92f7c90685afd364
https://doi.org/10.1108/imr-11-2018-0315
https://doi.org/10.1108/imr-11-2018-0315
Despite extensive research into the standardization versus adaptation of marketing programs, processes, and strategies, findings regarding its impact on performance remain mixed and inconclusive. The fragmented picture of the performance consequences
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::705efd7b59f5152c39b9f1a3152709e3
Publikováno v:
SSRN Electronic Journal.
The traditional distinction between global and local brands is losing salience driven by globalization and digital technology. Using the paradox theory, this dissertation investigates a third option: brands that are both global and local—something
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::3c577211f1c17ea388c0224c353d612e
https://doi.org/10.2139/ssrn.3687802
https://doi.org/10.2139/ssrn.3687802
Publikováno v:
Ozturan, P, Ozsomer, A & Pieters, F G M 2014, ' The Role of Market Orientation in Advertising Spending during Economic Collapse: The Case of Turkey in 2001 ', JMR. Journal of Marketing Research, vol. 51, no. 2, pp. 139-152 . https://doi.org/10.1509/jmr.11.0528
Journal of Marketing Research, 51(2), 139-152. American Marketing Association
JMR. Journal of Marketing Research, 51(2), 139-152. American Marketing Association
Journal of Marketing Research, 51(2), 139-152. American Marketing Association
JMR. Journal of Marketing Research, 51(2), 139-152. American Marketing Association
The authors investigate the role of market orientation in advertisingspending during economic contraction. They use the 2001 economiccollapse in Turkey as the empirical context in which to test hypothesesregarding why some firms increase their advert
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::6b68c66e24ed8fb9fc42918637f56924
https://research.tilburguniversity.edu/en/publications/723610ca-b69b-4e29-9cb4-19624e0d4d49
https://research.tilburguniversity.edu/en/publications/723610ca-b69b-4e29-9cb4-19624e0d4d49
Publikováno v:
Journal of Marketing
Global brands are faced with the challenge of conveying concepts that not only are consistent across borders but also resonate with consumers of different cultures. Building on prior research indicating that abstract brand concepts induce more favora
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::aabf5c90d5be1a94e817ed3a1025ffe3
https://doi.org/10.1509/jm.10.0400
https://doi.org/10.1509/jm.10.0400
Autor:
Ayşegül Özsomer
Publikováno v:
Journal of International Marketing. 20:72-95
By studying consumer samples in an emerging market, Turkey, and two mature markets, Singapore and Denmark, the author tests the chain of relationships that drive consumers’ likelihood of purchasing the global brand in the presence of a local brand
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::1a5458f53f338ef34b1b0a36f137ba23
https://doi.org/10.1509/jim.11.0105
https://doi.org/10.1509/jim.11.0105