EVALUATION OF INTERCULTURAL DIFFERENCES IN TERMS OF GLOBAL PRODUCTS AND BRANDS
Journal Title: Journal of Turkey Media Academy - Year 2021, Vol 1, Issue 1
Abstract
With globalization, it is inevitable to consider the cultural values of the relevant market for the products and brand produced for the international markets. Otherwise, there will be a production that is not suitable for the relevant market's demands and needs. In other words, products will not address the market. Therefore, to operate commercially in different cultures, enterprises can adapt to glocal advertising strategy. With glocal advertising, businesses present their products and services by adapting to the country's value system and norms. In this context, the study explains that the effects of language, religion, values, attitudes and beliefs, and nutrition preferences on the enterprise's success in the international market. The study also focused on the relationship between glocal advertising and cultural differences.
Authors and Affiliations
Melda ASLAN
Keywords
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- EP ID EP694566
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