This study aims to determine the impact of objective and subjective evaluations of consumers about Glocal marketing practices of global brands in Turkey. The data is collected from 200 consumers about their evaluation of local soup taste of Knorr brand. The findings reveal that evaluations of Turkish consumers favor Glocal marketing approach used by Knorr in terms of its marketing mix choices.

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Onegi, M., Eser, Z., & Korkmaz, S. (2019). Consumers’ evaluation of glocal marketing strategies of global firms in Turkey: An example of a glocal product. International Journal of Business and Administrative Studies, 5(3), 109-118. doi: https://dx.doi.org/10.20469/ijbas.5.10001-3