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4.TÜKETİCİLERİN KÜRESEL MARKA ALGISI VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ

Year 2015, Issue: 45, 34 - 48, 30.07.2015

Abstract

Tüketiciler, günümüzde işletmelerin pazarlama faaliyetlerine yön veren en önemli aktördür. Tüketicilerin beklentilerinin karşılanması bu nedenle önemlidir. Tüketicilerin tüketim davranışlarının analiz edilmesi ve bu davranışları etkileyen faktörlerin neler olduğu ayrıntılı olarak tespit edilmelidir. Küreselleşme ile değişmeye başlayan tüketim alışkanlıkları bunu zorunlu hale getirmiştir. Özellikle küresel markalar farklı ülkelerdeki tüketim alışkanlıklarını iyi tespit etmeli ve doğru bir pazarlama stratejisi geliştirmelidir. Bunun sağlanabilmesi için tüketicilerin satın alma karar sürecinde etkili olabilecek unsurların tespit edilmesi anahtar rol oynamaktadır. Bunun nedenle bu araştırma ile tüketicilerin küresel marka satın alma niyeti üzerinde küreselleşme, küresel tüketici odaklılık, kimlik, küresel marka tutumu, algılanan küresel marka değeri ve markanın küresellik algısı faktörlerinin etkisi ölçümlenmeye çalışılmıştır.

References

  • AAKER, David, (1996), Building Strong Brands, Free Press, New York.
  • ALDEN, Dana L., Jan-Benedict E.M., STEENKAMP ve Batra, RAJEEV, (1999), Brand Positioning Through Advertising in Asia, North America and Europe: The Role of Global Consumer Culture, Journal of Marketing, Cilt: 63, Sayı: 1, 75–87.
  • ALDEN, Dana L., Jan-Benedict E.M., STEENKAMP, ve Batra, RAJEEV, (2006), Consumer Attitudes Toward Marketplace Globalization: Structure, Antecedents and Consequences, International Journal of Research in Marketing, Cilt 23, 227–239
  • ALDEN, L. Dana, James B., KELLEY, Petra, RIEFLER, Julie A., LEE, ve Geoffrey N., SOUTAR, (2013), The Effect of Global Company Animosity on Global Brand Attitudes in Emerging and Developed Markets: Does Perceived Value Matter?, Journal of International Marketing, Sayı: 21, Cilt:2, 17-38.
  • ALTUNIŞIK, Remzi, Recai, ÇOŞKUN, Serkan, BAYRAKTAROĞLU ve Engin, YILDIRIM, (2005), Sosyal Bilimlerde Araştırma Yöntemleri SPSS Uygulamalı, Sakarya Kitabevi 4. Baskı, Sakarya.
  • BATRA, Rajeev, Ramaswamy, VENKATRAM, Dana L., ALDEN, Jan-Benedict E.M., STEENKAMP, ve S., RAMACHANDER, (2000), Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries, Journal of Consumer Psychology, 9 (2), 83–95.
  • DAS, G. S., (2007), Student Perceptions of Globalization: Results From a Study, Global Business Review, Sayı: 8, 1–11.
  • DIMOFTE, Claudiu V., Johny K., JOHANSSON ve Richard, BAGOZZİ, (2010), Global Brands in the United States: How Consumer Ethnicity Mediates the Global Brand Effect, Journal of International Marketing, Sayı: 18, Cilt: 3, 81- 106.
  • DODDS, William B., B. Monroe, KENT ve Grewal, DHRUV, (1991), Effects of Price, Brand, and Store Information on Buyers' Product Evaluations, Journal of Marketing Research, Sayı: 28, 307-319.
  • FISHBEIN, Martin ve Icek, AJZEN, (1975), Belief, Attitude, Intention and Behavior, Reading, MA: Addison-Wesley.
  • FRIEDMAN, Jonathan, (1990), Being in the World: Globalization and Localization, Theory Culture and Society, Sayı: 7, 311- 328.
  • FRIESEN, B. G., (2003), Globalization: It's Just Another State of Mind, Consulting to Management, 14(2), 19–23.
  • GUO, Xialing, (2013), Living in a Global World: Influence of Consumer Global Orientation on Attitudes Toward Global Brands from Developed Versus Emerging Countries, Journal of International Marketing, Cilt 21, Sayı 1, Sayfa 1-22.
  • HALİS, Mine, (2011), Küreselleşmenin Etkileri ve Kimlik Algısı: Üniversite Öğrencileri Üzerinde Bir Araştırma, Kırgızistan- Türkiye Manas Üniversitesi Sosyal Bilimler Dergisi, Sayı:25, Sayfa:21-47.
  • HOLT, Douglas B., John A., QUELCH ve L., Earl TAYLOR, (2004), How Global Brands Compete, Harvard Business School Publishing, 68-75
  • İSLAMOĞLU, Ahmet Hamdi ve Duygu, FIRAT, (2011), Stratejik Marka Yönetimi, Beta Yayınları, İstanbul.
  • JOHANSSON, Johny K. ve Ilkka A., RONKAİNEN, (2005), The Esteem of Global Brands, Journal of Brand Management, 12 (5), 339-354.
  • MUTLU, Murat H., Abdüllatif, ÇEVİKER, ve Zeynep, ÇİRKİN, (2011), Tüketici Etnosentrizmi ve Yabancı Ürün Satın Alma Niyeti: Türkiye ve Suriye Üzerine Karşılaştırmalı Analiz, Sosyo-Ekonomi Dergisi, Sayı: 1, 51-74.
  • ÖZSOMER, Ayşegül ve Selin, ALTARAS, (2008), Global Brand Purchase Likelihood: A Critical Synthesis and an Integrated Conceptual Framework, Journal of International Marketing, Cilt: 16, Sayı: 4, 1-28.
  • RIEFLER, Petra, (2012), Why Consumers Do (Not) Like Global Brands: The Role of Globalization Attitude, GCO and Brand Origin, International Journal of Research in Marketing, Sayı:29, Sayfa:25-34.
  • SPEARS, M. C., D. F., PARKER ve M., MCDONALD, (2004), Globalization Attitudes and Locus of Control, Journal of Global Business, Sayı 15, s: 57-64.
  • STEENKAMP, Jan-Benedict E.M., Batra, RAJEEV ve Dana, ALDEN, (2003), How Perceived Brand Globalness Creates Brand Value, Journal of International Business Studies, Cilt 34, Sayı 1, s: 53-65.
  • STEENKAMP, Jan-Benedict E.M. ve G. de Jong, MARTİJN, (2010), A Global Investigation into the Constellation of Consumer Attitudes Toward Global and Local Products, Journal of Marketing, Sayı 74, s: 18–40.
  • TEK, Ömer Baybars, (1999), Pazarlama İlkeleri: Global Yönetimsel Yaklaşım Türkiye Uygulamaları, Beta Yayınları, İstanbul.
  • TU, Lingjiang, Adwait, KHARE ve Yinlong, ZHANG, (2012), A Short 8-Item Scale for Measuring Consumers’ Local-Global Identity, International Journal of Research in Marketing, Sayı: 29, 35–42.
  • ZEİTHAML, Valarie A., (1988), Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing, Cilt: 52, Sayı: 3, s.2-22.
  • ZHANG, Yinlong ve Adwait, KHARE, (2009), The Impact of Accessible Identities on the Evaluation of Global Versus Local Products, Journal of Consumer Research, Sayı: 36, s.524–536.
  • ZHOU, Lianxi, Zhiyong, YANG ve Michael K., HUİ, (2010), Non- Local or Local Brands? A Multi-Level Investigation into Confidence in Brand Origin Identification and its Strategic Implications, Journal of the Academy of Marketing Science, Cilt 38, Sayı 2, s.202-218.

GLOBAL BRAND PERCEPTION OF CONSUMERS AND THEIR IMPACT ON PURCHASING DECISIONS

Year 2015, Issue: 45, 34 - 48, 30.07.2015

Abstract

Consumers are the most important actors that dominate the marketing activities of business today. Therefore, it is very important to meet the expectations of consumers. The consumption behaviours of the consumers should be analysed and the factors that influence these behaviours should be determined in detail. This is a necessity brought forward by the consumption habits that change due to the effects of globalisation. In this sense, especially global brands should determine the consumption habits in different countries and develop appropriate marketing strategies. In order to achieve this, it is imperative to identify the factors that might influence the purchase decision process of consumers. Therefore, in this study we have investigated the impact of globalization, global consumer orientation, identity, global brand attitudes, perceived global brand value and the brand’s perception of globalisation on consumers’ decisions to purchase global brands

References

  • AAKER, David, (1996), Building Strong Brands, Free Press, New York.
  • ALDEN, Dana L., Jan-Benedict E.M., STEENKAMP ve Batra, RAJEEV, (1999), Brand Positioning Through Advertising in Asia, North America and Europe: The Role of Global Consumer Culture, Journal of Marketing, Cilt: 63, Sayı: 1, 75–87.
  • ALDEN, Dana L., Jan-Benedict E.M., STEENKAMP, ve Batra, RAJEEV, (2006), Consumer Attitudes Toward Marketplace Globalization: Structure, Antecedents and Consequences, International Journal of Research in Marketing, Cilt 23, 227–239
  • ALDEN, L. Dana, James B., KELLEY, Petra, RIEFLER, Julie A., LEE, ve Geoffrey N., SOUTAR, (2013), The Effect of Global Company Animosity on Global Brand Attitudes in Emerging and Developed Markets: Does Perceived Value Matter?, Journal of International Marketing, Sayı: 21, Cilt:2, 17-38.
  • ALTUNIŞIK, Remzi, Recai, ÇOŞKUN, Serkan, BAYRAKTAROĞLU ve Engin, YILDIRIM, (2005), Sosyal Bilimlerde Araştırma Yöntemleri SPSS Uygulamalı, Sakarya Kitabevi 4. Baskı, Sakarya.
  • BATRA, Rajeev, Ramaswamy, VENKATRAM, Dana L., ALDEN, Jan-Benedict E.M., STEENKAMP, ve S., RAMACHANDER, (2000), Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries, Journal of Consumer Psychology, 9 (2), 83–95.
  • DAS, G. S., (2007), Student Perceptions of Globalization: Results From a Study, Global Business Review, Sayı: 8, 1–11.
  • DIMOFTE, Claudiu V., Johny K., JOHANSSON ve Richard, BAGOZZİ, (2010), Global Brands in the United States: How Consumer Ethnicity Mediates the Global Brand Effect, Journal of International Marketing, Sayı: 18, Cilt: 3, 81- 106.
  • DODDS, William B., B. Monroe, KENT ve Grewal, DHRUV, (1991), Effects of Price, Brand, and Store Information on Buyers' Product Evaluations, Journal of Marketing Research, Sayı: 28, 307-319.
  • FISHBEIN, Martin ve Icek, AJZEN, (1975), Belief, Attitude, Intention and Behavior, Reading, MA: Addison-Wesley.
  • FRIEDMAN, Jonathan, (1990), Being in the World: Globalization and Localization, Theory Culture and Society, Sayı: 7, 311- 328.
  • FRIESEN, B. G., (2003), Globalization: It's Just Another State of Mind, Consulting to Management, 14(2), 19–23.
  • GUO, Xialing, (2013), Living in a Global World: Influence of Consumer Global Orientation on Attitudes Toward Global Brands from Developed Versus Emerging Countries, Journal of International Marketing, Cilt 21, Sayı 1, Sayfa 1-22.
  • HALİS, Mine, (2011), Küreselleşmenin Etkileri ve Kimlik Algısı: Üniversite Öğrencileri Üzerinde Bir Araştırma, Kırgızistan- Türkiye Manas Üniversitesi Sosyal Bilimler Dergisi, Sayı:25, Sayfa:21-47.
  • HOLT, Douglas B., John A., QUELCH ve L., Earl TAYLOR, (2004), How Global Brands Compete, Harvard Business School Publishing, 68-75
  • İSLAMOĞLU, Ahmet Hamdi ve Duygu, FIRAT, (2011), Stratejik Marka Yönetimi, Beta Yayınları, İstanbul.
  • JOHANSSON, Johny K. ve Ilkka A., RONKAİNEN, (2005), The Esteem of Global Brands, Journal of Brand Management, 12 (5), 339-354.
  • MUTLU, Murat H., Abdüllatif, ÇEVİKER, ve Zeynep, ÇİRKİN, (2011), Tüketici Etnosentrizmi ve Yabancı Ürün Satın Alma Niyeti: Türkiye ve Suriye Üzerine Karşılaştırmalı Analiz, Sosyo-Ekonomi Dergisi, Sayı: 1, 51-74.
  • ÖZSOMER, Ayşegül ve Selin, ALTARAS, (2008), Global Brand Purchase Likelihood: A Critical Synthesis and an Integrated Conceptual Framework, Journal of International Marketing, Cilt: 16, Sayı: 4, 1-28.
  • RIEFLER, Petra, (2012), Why Consumers Do (Not) Like Global Brands: The Role of Globalization Attitude, GCO and Brand Origin, International Journal of Research in Marketing, Sayı:29, Sayfa:25-34.
  • SPEARS, M. C., D. F., PARKER ve M., MCDONALD, (2004), Globalization Attitudes and Locus of Control, Journal of Global Business, Sayı 15, s: 57-64.
  • STEENKAMP, Jan-Benedict E.M., Batra, RAJEEV ve Dana, ALDEN, (2003), How Perceived Brand Globalness Creates Brand Value, Journal of International Business Studies, Cilt 34, Sayı 1, s: 53-65.
  • STEENKAMP, Jan-Benedict E.M. ve G. de Jong, MARTİJN, (2010), A Global Investigation into the Constellation of Consumer Attitudes Toward Global and Local Products, Journal of Marketing, Sayı 74, s: 18–40.
  • TEK, Ömer Baybars, (1999), Pazarlama İlkeleri: Global Yönetimsel Yaklaşım Türkiye Uygulamaları, Beta Yayınları, İstanbul.
  • TU, Lingjiang, Adwait, KHARE ve Yinlong, ZHANG, (2012), A Short 8-Item Scale for Measuring Consumers’ Local-Global Identity, International Journal of Research in Marketing, Sayı: 29, 35–42.
  • ZEİTHAML, Valarie A., (1988), Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing, Cilt: 52, Sayı: 3, s.2-22.
  • ZHANG, Yinlong ve Adwait, KHARE, (2009), The Impact of Accessible Identities on the Evaluation of Global Versus Local Products, Journal of Consumer Research, Sayı: 36, s.524–536.
  • ZHOU, Lianxi, Zhiyong, YANG ve Michael K., HUİ, (2010), Non- Local or Local Brands? A Multi-Level Investigation into Confidence in Brand Origin Identification and its Strategic Implications, Journal of the Academy of Marketing Science, Cilt 38, Sayı 2, s.202-218.
There are 28 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Ercan Taşkın

Cevat Söylemez This is me

Publication Date July 30, 2015
Published in Issue Year 2015 Issue: 45

Cite

APA Taşkın, E., & Söylemez, C. (2015). 4.TÜKETİCİLERİN KÜRESEL MARKA ALGISI VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi(45), 34-48.
AMA Taşkın E, Söylemez C. 4.TÜKETİCİLERİN KÜRESEL MARKA ALGISI VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi. July 2015;(45):34-48.
Chicago Taşkın, Ercan, and Cevat Söylemez. “4.TÜKETİCİLERİN KÜRESEL MARKA ALGISI VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ”. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, no. 45 (July 2015): 34-48.
EndNote Taşkın E, Söylemez C (July 1, 2015) 4.TÜKETİCİLERİN KÜRESEL MARKA ALGISI VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi 45 34–48.
IEEE E. Taşkın and C. Söylemez, “4.TÜKETİCİLERİN KÜRESEL MARKA ALGISI VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ”, Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, no. 45, pp. 34–48, July 2015.
ISNAD Taşkın, Ercan - Söylemez, Cevat. “4.TÜKETİCİLERİN KÜRESEL MARKA ALGISI VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ”. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi 45 (July 2015), 34-48.
JAMA Taşkın E, Söylemez C. 4.TÜKETİCİLERİN KÜRESEL MARKA ALGISI VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi. 2015;:34–48.
MLA Taşkın, Ercan and Cevat Söylemez. “4.TÜKETİCİLERİN KÜRESEL MARKA ALGISI VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ”. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, no. 45, 2015, pp. 34-48.
Vancouver Taşkın E, Söylemez C. 4.TÜKETİCİLERİN KÜRESEL MARKA ALGISI VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi. 2015(45):34-48.

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