The Relevance between Consumer Animosity and Country of Origin Effect with Global Brand Preference of Consumers

Year 2023, , 330 - 355, 14.07.2023

Alparslan Özmen , Ayhan Çamcı

https://doi.org/10.17541/optimum.1274845

Abstract

Consumer animosity and country of origin effect are the effective subjects of those in consumer choices. The country-of-origin effect and the tendency of animosity has created prejudices to products of certain countries. The knowledge about the country of origin has influenced consumer beliefs, attitudes and perceptions, as well as it has reduced perceived risks and has provided a competitive advantage. Therefore, consumer animosity and country of origin effect are the one of subjects which should be examined both from the perspectives of firms and consumers. The aim of this study is to investigate the relationship between consumer animosity and country of origin effect and global brand preference. University students who are in Afyonkarahisar and İzmir composes the entire population and China and France are considered as target country. Clothing, automobile and cosmetics product groups are assigned as global brand category. This study was conducted with the participation of 407 sample from Afyonkarahisar and 408 ones from İzmir. Findings from the research have shown that consumer animosity towards France and China has negatively affected global brand choices.

Keywords

Consumer Animosity, Country of Origin Effect, Global Brand Preference

Tüketici Düşmanlığı ve Kaynak Ülke Etkisi ile Tüketicilerin Küresel Marka Tercihi Arasındaki İlişki

Abstract

Tüketici düşmanlığı ve kaynak ülke etkisi, tüketicilerin tercihlerinde etkili olan konular arasında yer almaktadır. Kaynak ülke etkisi ve tüketicilerin düşmanlık eğilimi, belirli ülkelerin ürünlerine yönelik önyargılara yol açmaktadır. Kaynak ülke bilgisi; tüketici inançları, tutumları ve algıları üzerinde etkili olmakta ve algılanan riskleri azalttığı gibi, önemli bir rekabet avantajı da sağlamaktadır. Bu nedenle, tüketici düşmanlığı ve kaynak ülke etkisi hem firmalar hem de tüketiciler açısından incelenmesi gereken önemli konular arasında yer almaktadır. Bu çalışmanın amacı, tüketici düşmanlığı ve kaynak ülke etkisi ile küresel marka tercihleri arasındaki ilişkinin incelenmesidir. Araştırmanın evrenini, Afyonkarahisar ve İzmir illerindeki üniversite öğrencileri oluşturmaktadır. Hedef ülke olarak Fransa ve Çin ele alınmıştır. Küresel marka kategorileri; giyim, otomobil ve kozmetik grupları olarak belirlenmiştir. Bu çalışma Afyonkarahisar örnekleminden 407, İzmir örnekleminden 408 araştırmacının katılımıyla gerçekleştirilmiştir. Araştırmadan elde edilen bulgular, tüketici düşmanlığının Fransa ve Çin’e yönelik küresel marka tercihleri üzerinde, olumsuz etki yarattığını göstermektedir.

Keywords

tüketici Düşmanlığı, Kaynak Ülke Etkisi, Küresel Marka Tercihi

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