The impact of glocal marketing on brand loyalty

This study aims to examine the impact of glocal marketing on brand loyalty. In today's globalized world, companies need to strike an effective balance between local and global markets. Glocal marketing strategies offer an approach to achieve a balance between local culture and global practices. The purpose of this study is to understand and analyze the impact of glocal marketing on brand loyalty. First, we review the existing theoretical knowledge on brand loyalty and glocal marketing concepts and examine the findings and studies in the related literature. Then, a research framework is proposed and the research methodology is introduced. In this study, quantitative data collection methods were used. Quantitative data collection was carried out through questionnaires and brand loyalty levels of glocal marketing dimensions (product, primce, distribution and promotion) were measured with 437 customers of a glocal brand operating in the coffee sector. As a result of qualitative data collection, it was found that glocal marketing strategies have a positive and significant effect on brand loyalty. This study will emphasize the importance of glocal marketing in the business world and show how companies can use these strategies to build and maintain brand loyalty. It will also provide a new perspective and contribution to the academic literatüre.