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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 the local soup taste of the Knorr brand. Using a convenient sampling technique, a total of 200 useable questionnaires were received and put into analysis. The findings reveal that evaluations of Turkish consumers favour the Glocal marketing approach used by Knorr in terms of its marketing mix choices. The theoretical significance of this study can be defined that in literature, there is no study inspired from a model used in measurement service quality gap. Therefore, this research attempts to apply the SERVQUAL model to determine the gap between objective global product expectations and subjective product performance.

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Lugina, N., Rudiana, D., Budiman, A., & Taufiq, A. R. (2019). The role of awareness in creating cultural brand through identity (Case of Indonesian Batik). International Journal of Business and Administrative Studies, 5(3), 119-130. doi: https://dx.doi.org/10.20469/ijbas.5.10002-3