Perceptual Standardization Gap: Antecedents and Consequences in an Emerging Market Context

Speaker: Zeynep Müge Güzel

Title: Perceptual Standardization Gap: Antecedents and Consequences in an Emerging Market Context

Bio: She is expecting to complete her PhD in Marketing in June 2021 at Koç University. She has a BA in Economics from Bogazici and MBA from Galatasararay University. Her research interests include topics such as Perceptual Inaccuracies & Positive Illusions in Marketing, Strategic Marketing, Relationship Marketing, International Marketing, Marketing Standardization.