Purpose The purpose of this paper is to differentiate local versus global brand associations in an emerging market (Turkey)’s coffee shop market. Design/methodology/approach Two leading coffee shop brands – one local and one global – were analyzed with an emerging exploratory research...

The branding concept has been applied to cities, destinations, regions and even nations to attract tourism, investments and residents. The Republic of Turkey with its rich historical heritage has been home to many applications of such diverse branding campaigns. While some of these campaigns...