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Uluslararası Marka İttifakı Ürünü Satın Alma Olasılığının Algılanan Marka Yabancılığı Bağlamında Değerlendirilmesi

Yıl 2023, Cilt: 18 Sayı: 1, 18 - 43, 01.04.2023
https://doi.org/10.17153/oguiibf.1145828

Öz

Çalışmanın amacı, stratejik marka ittifakına yönelik algılanan marka yabancılığının tüketicilerin satın alma olasılığı üzerindeki etkisini ve bu ilişkide marka ittifakına yönelik tutumun ve marka ittifakı ürününe yönelik algılanan kalitenin paralel aracılık rolünü gelişmekte olan bir ülkenin (Türkiye) tüketicileri üzerinden incelemektir. Ayrıca algılanan marka yabancılığının tutum ve algılanan kalite üzerindeki etkisinde tüketici kozmopolitliğinin düzenleyici etkisi araştırılmıştır. Bulgulara göre algılanan marka yabancılığı, tutum ve algılanan kalite üzerinde olumlu ve anlamlı etkiye sahiptir. Dahası algılanan marka yabancılığının satın alma olasılığı üzerindeki etkisine tutum ve algılanan kalite aracılık etmektedir. Son olarak, algılanan marka yabancılığının algılanan kalite üzerindeki etkisinde tüketici kozmopolitliğinin düzenleyici rolü bulunmaktadır.

Destekleyen Kurum

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Proje Numarası

bulunmamaktadır

Teşekkür

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Kaynakça

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  • Akın, M. S., Baloğlu, S., Okumuş, A. ve Öztürk, S. (2017), “Tüketici Etnosentrizmi, Kozmopolitlik, Satın Alma Tarzı, İlgilenim ve Algılanan Riskin Yerli Giyim Ürünü Satın Alma Niyetine Etkisi”, Tüketici ve Tüketim Araştırmaları Dergisi, C. 9, S. 2: 257–296.
  • Akram, A., Merunka, D. and Shakaib Akram, M. (2011), “Perceived Brand Globalness in Emerging Markets and the Moderating Role of Consumer Ethnocentrism”, International Journal of Emerging Markets, Vol. 6, No. 4: 291–303.
  • Alden, D. L., Steenkamp, J.-B E. and Batra, R. (1999), “Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture”, Journal of Marketing, Vol. 63, No. 1: 75–87.
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Assessing the Probability of Purchasing an International Brand Alliance Product in the Context of Perceived Brand Foreignness

Yıl 2023, Cilt: 18 Sayı: 1, 18 - 43, 01.04.2023
https://doi.org/10.17153/oguiibf.1145828

Öz

The study aims to examine the effect of perceived brand foreignness towards the strategic brand alliance on the purchasing probability and the parallel mediating role of the attitude towards the brand alliance and the perceived quality of the brand alliance product in this relationship through the consumers of a developing country (i.e., Turkey). Also, the moderating effect of consumer cosmopolitanism on the effect of perceived brand foreignness upon attitude and perceived quality was investigated. According to the findings, perceived brand foreignness has a positive and significant effect on attitude and perceived quality. Moreover, the effect of perceived brand foreignness on purchase probability is mediated by both attitude and perceived quality. Finally, consumer cosmopolitanism has a moderating role in the effect of perceived brand foreignness on perceived quality.

Proje Numarası

bulunmamaktadır

Kaynakça

  • Ahn, J., Kim, A. and Sung, Y. (2020), “The Effects of Sensory Fit on Consumer Evaluations of Co-branding”, International J. of Advertising, Vol. 39, No. 4: 486–503.
  • Ajzen, I. and Fishbein, M. (1977), “Attitude-Behaviour Relations: A Theoretical Analysis and Review of Empirical Research”, Psychological Bulletin, Vol. 84, No. 5: 888–918.
  • Akagun Ergin, E. and Özdemir Akbay, H. (2010), “Consumers Purchase Intentions for Foreign Products: An Empirical Research Study in Istanbul, Turkey”, International Business & Economics Research Journal (IBER), Vol. 9, No. 10: 115–122.
  • Akın, M. S., Baloğlu, S., Okumuş, A. ve Öztürk, S. (2017), “Tüketici Etnosentrizmi, Kozmopolitlik, Satın Alma Tarzı, İlgilenim ve Algılanan Riskin Yerli Giyim Ürünü Satın Alma Niyetine Etkisi”, Tüketici ve Tüketim Araştırmaları Dergisi, C. 9, S. 2: 257–296.
  • Akram, A., Merunka, D. and Shakaib Akram, M. (2011), “Perceived Brand Globalness in Emerging Markets and the Moderating Role of Consumer Ethnocentrism”, International Journal of Emerging Markets, Vol. 6, No. 4: 291–303.
  • Alden, D. L., Steenkamp, J.-B E. and Batra, R. (1999), “Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture”, Journal of Marketing, Vol. 63, No. 1: 75–87.
  • Baek, T. H., Kim, J. and Yu, J. H. (2010), “The Differential Roles of Brand Credibility and Brand Prestige in Consumer Brand Choice”, Psychology & Marketing, Vol. 27, No. 7: 662–678.
  • Baldry, H. C. (1965), “The Unity of Mankind in Greek Thought”, Cambridge, UK: Cambridge University Press.
  • Baron, R. M. and Kenny, D. A. (1986), “The Moderator–Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations”, Journal of Personality and Social Psychology, Vol. 51, No. 6: 1173–1182.
  • Batra, R., Ramaswamy, V., Alden, D., Steenkamp, J. and Ramachander, S. (2000), “Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries, Journal of Consumer Psychology, Vol. 9, No. 2: 83–95.
  • Beverland, M. and Bretherton, P. (2001), “The Uncertain Search For Opportunities: Determinants of Strategic Alliances”, Qualitative Market Research: An International Journal, Vol. 4, No. 2: 88–99.
  • Bhardwaj, V., Kumar, A. and Kim, Y. (2010), “Brand Analyses of US Global and Local Brands in India: The Case of Levi’s”, Journal of Global Marketing, Vol. 23, No. 1: 80–94.
  • Bluemelhuber, C., Carter, L. L. and Lambe, C. J. (2007), “Extending the View of Brand Alliance Effects: An Integrative Examination of the Role of Country of Origin”, International Marketing Review, Vol. 24, No. 4: 427–443.
  • Büyüköztürk, Ş. (2015), “Sosyal Bilimler İçin Veri Analizi El Kitabı”, Ankara: İletişim.
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  • Cayla, J. and Eckhardt, G. M. (2007), “Asian Brands Without Borders: Regional Opportunities and Challenges”, Inter. Marketing Review, Vol. 24, No. 4: 444–456.
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  • Lee, J. K., Lee, B. K. and Lee, W. N. (2013), “Country of Origin Fit’s Effect on Consumer Product Evaluation in Cross-Border Strategic Brand Alliances”, J. of Business Research, Vol. 66, No. 3: 354–363.
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  • Likhovolova, M. (2018), “The Impact of Perceived Brand Foreignness on Product Evaluation and Purchase Intention: the Russian Market Case”, x St. Petersburg University, Yayımlanmamış Yüksek Lisans Tezi.
  • Liu, H., Schoefer, K., Fastoso, F. and Tzemou, E. (2021), “Perceived Brand Globalness/Localness: A Systematic Review of the Literature and Directions for Further Research”, Journal of International Marketing, Vol. 29, No. 1: 77–94.
  • Loebnitz, N. and Grunert, K. G. (2019), “The Moderating Impact of Perceived Brand Globalness on Consumers’ Purchase Intentions for Copycats: The Pleasure of Hurting Global Brands”, Psychology & Marketing, Vol. 36, No. 10: 936–950.
  • Makrides, A., Kvasova, O., Thrassou, A., Hadjielias, E. and Ferraris, A. (2021), “Consumer Cosmopolitanism in International Marketing Research: A Systematic Review and Future Research Agenda”, International Marketing Review, https://doi.org/10.1108/IMR-12-2020-0304
  • Merton, R. K. (1957), “Patterns of Influence: Local and Cosmopolitan Influentials”, in Social Theory and Social Structure, New York: The Free Press, 387–420.
  • Meydan, C. H. ve Şeşen, H. (2015), “Yapısal Eşitlik Modellemesi, Amos Uygulamaları” (2.b.), Ankara: Detay.
  • Muravskii, D., Smirnova, M. and Muravskaia, S. (2021), “Engaging Allies for Better or Worse: Investigating the Relationship Between Multiple-Brand Alliances and Persuasion Knowledge”, International Journal of Advertising, DOI: 10.1080/02650487.2021.2003668
  • Napoli, J., Dickinson, S. J., Beverland, M. B. and Farrelly, F. (2014), “Measuring Consumer-Based Brand Authenticity”, Journal of Business Research, Vol. 67, No. 6: 1090–1098.
  • Newmeyer, C. E., Venkatesh, R. and Chatterjee, R. (2014), “Cobranding Arrangements and Partner Selection: A Conceptual Framework and Managerial Guidelines”, Journal of the Academy of Marketing Science, Vol. 42, No. 2: 103–118.
  • Newmeyer, C., Venkatesh, R., Ruth, J. and Chatterjee, R. (2018), “A Typology of Brand Alliances and Consumer Awareness of Brand Alliance Integration”, Marketing Letters, Vol. 29, No. 3: 275–289.
  • Özsomer, A. (2012), “The Interplay between Global and Local Brands: A Closer Look at Perceived Brand Globalness and Local Iconness”, Journal of International Marketing, Vol. 20, No. 2: 72–95.
  • Özsomer, A. and Altaras, S. (2008), “Global Brand Purchase Likelihood: A Critical Synthesis and an Integrated Conceptual Framework”, Journal of International Marketing, Vol. 16, No. 4: 1–28.
  • Öztürk, S. A., Özata, F. Z. ve Erol, F. (2019), “Tüketici Düşmanlığının Ülke İmajı, Ürün Değerlendirme ve Yabancı Ürün Satın Alma İsteğine Etkisi Üzerine Bir Araştırma”, İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi, C. 6, S. 1: 76–101.
  • Paydas Turan, C. (2021), “Success Drivers of Co-Branding: A Meta-Analysis,” International Journal of Consumer Studies, Vol. 45, No. 4: 911–936.
  • Randrianasolo, A. A. (2017), “Global Brand Value in Developed, Emerging, and Least Developed Country Markets”, J. of Brand Management, Vol. 24, No. 5: 489–507.
  • Rao, A. R., Qu, L. and Ruekert, R. W. (1999), “Signalling Unobservable Product Quality Through A Brand Ally”, Journal of Marketing Research, Vol. 36, No. 2: 258–268.
  • Rao, A. R. and Ruekert, R. W. (1994), “Brand Alliances as Signals of Product Quality”, MIT Sloan Management Review, Vol. 36: 87–97.
  • Riefler, P., Diamantopoulos, A. and Siguaw, J. (2012), “Cosmopolitan Consumers As a Target Group for Segmentation”, Journal of International Business Studies, Vol. 43, No. 3: 285–305.
  • Rodrigue, C. S. and Biswas, A. (2004), “Brand Alliance Dependency and Exclusivity: An Empirical Investigation”, Journal of Product & Brand Management, Vol. 13, No. 7: 477–487.
  • Safeer, A. A., Abrar, M., Liu, H. and Yuanqiong, H. (2022), “Effects of Perceived Brand Localness and Perceived Brand Globalness on Consumer Behavioral Intentions in Emerging Markets”, Management Decision, https://doi.org/10.1108/MD-10-2021-1296
  • Samiee, S. (2019), “Reflections on Global Brands, Global Consumer Culture and Globalization”, International Marketing Review, Vol. 36, No. 4: 536–544.
  • Saran, A. and Kalliny, M. (2012), “Cosmopolitanism: Concept and Measurement”, Journal of Global Marketing, Vol. 25, No. 5: 282–291.
  • Sharma, S., Shimp, T. A. and Shin, J. (1994), “Consumer Ethnocentrism: A Test of Antecedents and Moderators”, Journal of the Academy of Marketing Science, Vol. 23, No. 1: 26–37.
  • Sichtmann, C., Davvetas, V. and Diamantopoulos, A. (2019), “The Relational Value of Perceived Brand Globalness and Localness”, Journal of Business Research, Vol. 104: 597–613.
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  • Wagner, G., Schramm-Klein, H. and Schu, M. (2016), “Determinants and Moderators of Consumers’ Cross-Border Online Shopping Intentions”, Marketing: ZFP – Journal of Research and Management, Vol. 38, No. 4: 214–227.
  • Westjohn, S. A., Magnusson, P. and Zhou, J. X. (2015), “Does the Value of Global Brands Apply to Both Foreign and Domestic-Based Global Brands?”, In S. Zou, H. Xu, ve L. H. Shi (Eds.). Entrepreneurship in international marketing (advances in international marketing, Vol. 25) (pp. 267–286). Emerald Publishing.
  • Witek-Hajduk, M. K. and Grudecka, A. (2022), “Does the Developed-Country Brand Name Still Matter? Consumers’ Purchase Intentions and Ethnocentrism and Materialism As Moderators”, Journal of Product & Brand Management, Vol. 31, No. 6: 854–869.
  • Xie, Y., Batra, R. and Peng, S. (2015), “An Extended Model of Preference Formation between Global and Local Brands: The Roles of Identity Expressiveness, Trust, and Affect”, Journal of International Marketing, Vol. 23, No. 1: 50–71.
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  • Yaşlıoğlu, M. M. (2017), “Sosyal Bilimlerde Faktör Analizi ve Geçerlilik: Keşfedici ve Doğrulayıcı Faktör Analizlerinin Kullanılması”, İstanbul Üniversitesi İşletme Fakültesi Dergisi, C. 46: 74–85.
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  • Zhou, N. and Belk, R. W. (2004), “Chinese Consumer Readings of Global and Local Advertising Appeals”, Journal of Advertising, Vol. 33, No. 3: 63–76.
Toplam 97 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Hilal Öztay 0000-0002-1904-7963

Fuat Erol 0000-0002-0923-380X

Proje Numarası bulunmamaktadır
Yayımlanma Tarihi 1 Nisan 2023
Gönderilme Tarihi 20 Temmuz 2022
Yayımlandığı Sayı Yıl 2023 Cilt: 18 Sayı: 1

Kaynak Göster

APA Öztay, H., & Erol, F. (2023). Uluslararası Marka İttifakı Ürünü Satın Alma Olasılığının Algılanan Marka Yabancılığı Bağlamında Değerlendirilmesi. Eskişehir Osmangazi Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 18(1), 18-43. https://doi.org/10.17153/oguiibf.1145828