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THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES ON BRAND IMAGE AND BUYING BEHAVIOUR: COMPARATIVE ANALYSIS OF TURKEY-MALAYSIA COCA-COLA CONSUMERS

Year 2023, Volume: 23 Issue: 1, 487 - 504, 30.03.2023

Hilal Kılıç , Onur Türker , Ahmet Esad Yurtsever , Uchechi Cynthia Ohajionu

https://doi.org/10.11616/asbi.1218052

Abstract

Today, brands benefit from marketing communication tools while communicating with their target audience. Corporate Social Responsibility activities are considered one of these tools. These activities also form a part of the marketing strategies of the brands. This study comparatively examines the extent to which the corporate social responsibility activities of the Coca-Cola brand, one of the most important global brands in the world, affect the buying behaviour of the target audience. When the literature is examined, it has been determined that there is no academic study in this field. With this study, it has been found that the brand's corporate social responsibility initiatives have an impact on customers' buying decisions as a result of a comparative examination of consumers in the two countries.

Keywords

Corporote Social Responsibliity Brand İmage Purchase Behaviour Coca Cola

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KURUMSAL SOSYAL SORUMLULUK FAALİYETLERİNİN MARKA İMAJI BAĞLAMINDA SATIN ALMA DAVRANIŞINA ETKİSİ: TÜRKİYE-MALEZYA COCA-COLA TÜKETİCİLERİNİN KARŞILAŞTIRMALI ANALİZİ

Year 2023, Volume: 23 Issue: 1, 487 - 504, 30.03.2023

Hilal Kılıç , Onur Türker , Ahmet Esad Yurtsever , Uchechi Cynthia Ohajionu

https://doi.org/10.11616/asbi.1218052

Abstract

Günümüzde markalar, hedef kitle ile iletişim kurarken pazarlama iletişimi araçlarından yararlanmaktadır. Kurumsal Sosyal Sorumluluk faaliyetleri bu araçlardan biri olarak değerlendirilmektedir. Bu faaliyetler, aynı zamanda markaların pazarlama stratejilerinin de bir parçasını oluşturmaktadır. Bu çalışma, dünyanın en önemli küresel markalarından biri olan Coca-Cola markasının gerçekleştirdiği kurumsal sosyal sorumluluk faaliyetlerinin hedef kitlenin satın alma davranışını hangi boyutta etkilediğini karşılaştırmalı olarak incelemektedir. Literatür incelendiğinde bu alanda yapılmış bir akademik çalışma bulunmadığı tespit edilmiştir. Bu araştırma ile iki ülkenin tüketicilerinin karşılaştırmalı analizleri neticesinde markanın kurumsal sosyal sorumluluk faaliyetlerinin tüketicinin satın alma davranışına etkisinin olduğu saptanmıştır.

Keywords

Kurumsal Sosyal Sorumluluk Marka İmajı Satın Alma Davranışı Coca Cola

References

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  • Folse, Judith Anne Garretson, Ronald W. Niedrich, And Stacy Landreth Grau (2010), "Cause-Retailing Marketing:The Effects Of Purchase Quantity And Firm Donation Amount On Consumer Inferences And Participation Intentions,"Journal Of Retailing, 86 (4), p.295-309.
  • Güneş, İ., & KOÇYİĞİT, M. (2018). Spor Pazarlamasında Kurumsal Sosyal Sorumluluk Faalı̇Yetlerı̇Nin Marka İMajındakı̇ Rolü: Konyaspor Taraftarı ÜZerı̇Nde Bı̇R AraşTırma. Kurgu, 26(3),p.302-319.
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  • Hacıoğlu-Deniz, M. (2012). Markalı Ürün Tercihlerinin Satın Alma Davranışları Üzerindeki Etkisi. Journal Of Social Policy Conferences, Issue: 61, p. 243-268.
  • He, Y., & Lai, K. K. (2014). The Effect Of Corporate Social Responsibility On Brand Loyalty: The Mediating Role Of Brand İmage. Total Quality Management & Business Excellence, 25(3-4), p.249-263.
  • Huang, L., Wang, M., Chen, Z., Deng, B., & Huang, W. (2020). Brand İmage And Customer Loyalty: Transmitting Roles Of Cognitive And Affective Brand Trust. Social Behavior And Personality: An İnternational Journal, 48(5), p.1-12.
  • İpek, Sucu (2020). Kurumsal Sosyal Sorumluluk Kampanyalarının Marka İmajına Etkisi: Türkcell Markası Örneği. Yalova Sosyal Bilimler Dergisi, 10(21), p.1-8.
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  • Kim, R. B., & Chao, Y. (2019). Effects Of Brand Experience, Brand İmage And Brand Trust On Brand Building Process: The Case Of Chinese Millennial Generation Consumers. Journal Of International Studies, 12(3)., p.9-21.
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There are 67 citations in total.

Details

Primary Language English
Journal Section Research Articles
Authors

Hilal Kılıç 0000-0002-6628-4080

Onur Türker 0000-0002-5119-0313

Ahmet Esad Yurtsever 0000-0001-9845-3785

Uchechi Cynthia Ohajionu 0000-0003-3400-4926

Early Pub Date March 30, 2023
Publication Date March 30, 2023
Submission Date December 12, 2022
Published in Issue Year 2023 Volume: 23 Issue: 1

Cite

APA Kılıç, H., Türker, O., Yurtsever, A. E., Ohajionu, U. C. (2023). THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES ON BRAND IMAGE AND BUYING BEHAVIOUR: COMPARATIVE ANALYSIS OF TURKEY-MALAYSIA COCA-COLA CONSUMERS. Abant Sosyal Bilimler Dergisi, 23(1), 487-504. https://doi.org/10.11616/asbi.1218052
AMA Kılıç H, Türker O, Yurtsever AE, Ohajionu UC. THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES ON BRAND IMAGE AND BUYING BEHAVIOUR: COMPARATIVE ANALYSIS OF TURKEY-MALAYSIA COCA-COLA CONSUMERS. ASBİ. March 2023;23(1):487-504. doi:10.11616/asbi.1218052
Chicago Kılıç, Hilal, Onur Türker, Ahmet Esad Yurtsever, and Uchechi Cynthia Ohajionu. “THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES ON BRAND IMAGE AND BUYING BEHAVIOUR: COMPARATIVE ANALYSIS OF TURKEY-MALAYSIA COCA-COLA CONSUMERS”. Abant Sosyal Bilimler Dergisi 23, no. 1 (March 2023): 487-504. https://doi.org/10.11616/asbi.1218052.
EndNote Kılıç H, Türker O, Yurtsever AE, Ohajionu UC (March 1, 2023) THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES ON BRAND IMAGE AND BUYING BEHAVIOUR: COMPARATIVE ANALYSIS OF TURKEY-MALAYSIA COCA-COLA CONSUMERS. Abant Sosyal Bilimler Dergisi 23 1 487–504.
IEEE H. Kılıç, O. Türker, A. E. Yurtsever, and U. C. Ohajionu, “THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES ON BRAND IMAGE AND BUYING BEHAVIOUR: COMPARATIVE ANALYSIS OF TURKEY-MALAYSIA COCA-COLA CONSUMERS”, ASBİ, vol. 23, no. 1, pp. 487–504, 2023, doi: 10.11616/asbi.1218052.
ISNAD Kılıç, Hilal et al. “THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES ON BRAND IMAGE AND BUYING BEHAVIOUR: COMPARATIVE ANALYSIS OF TURKEY-MALAYSIA COCA-COLA CONSUMERS”. Abant Sosyal Bilimler Dergisi 23/1 (March 2023), 487-504. https://doi.org/10.11616/asbi.1218052.
JAMA Kılıç H, Türker O, Yurtsever AE, Ohajionu UC. THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES ON BRAND IMAGE AND BUYING BEHAVIOUR: COMPARATIVE ANALYSIS OF TURKEY-MALAYSIA COCA-COLA CONSUMERS. ASBİ. 2023;23:487–504.
MLA Kılıç, Hilal et al. “THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES ON BRAND IMAGE AND BUYING BEHAVIOUR: COMPARATIVE ANALYSIS OF TURKEY-MALAYSIA COCA-COLA CONSUMERS”. Abant Sosyal Bilimler Dergisi, vol. 23, no. 1, 2023, pp. 487-04, doi:10.11616/asbi.1218052.
Vancouver Kılıç H, Türker O, Yurtsever AE, Ohajionu UC. THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES ON BRAND IMAGE AND BUYING BEHAVIOUR: COMPARATIVE ANALYSIS OF TURKEY-MALAYSIA COCA-COLA CONSUMERS. ASBİ. 2023;23(1):487-504.
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