KURUMSAL SOSYAL SORUMLULUK ÇALIŞMALARINDA MARKA UYUMU VE ALGILANAN SOSYAL İKİYÜZLÜLÜK

Elif Güner

doi:10.30794/pausbed.796337

KURUMSAL SOSYAL SORUMLULUK ÇALIŞMALARINDA MARKA UYUMU VE ALGILANAN SOSYAL İKİYÜZLÜLÜK

Abstract

Artan çevresel sorunlar, küresel krizler ve sosyal problemler nedeniyle, işletmelerin kurumsal sosyal sorumluluk (KSS) faaliyetleri çok önemli hale gelmiştir. Diğer taraftan, işletmenin faaliyet alanı ile KSS çabaları arasında uyum olmadığında, tüketiciler KSS aksiyonlarını ikiyüzlü olarak algılayabilmektedir. Bu çalışmanın amacı, marka-KSS uyumunun, tutum aracı değişkeni üzerinden satın alma niyeti üzerindeki etkisini ve algılanan sosyal ikiyüzlülüğün marka-KSS uyumu ve marka tutumu ilişkisi üzerindeki rolünü incelemektir. Araştırma modeli, deneysel serim ile test edilmiştir. Marka-KSS uyumu yüksek olduğunda markaya yönelik tutumun, marka-KSS uyumunun düşük olduğu duruma kıyasla daha olumlu olduğu bulunmuştur. Marka-KSS uyumunun yüksek olması, markaya yönelik tutumu ve satın alma niyetini olumlu etkilemektedir. Marka-KSS uyumunun düşük olduğu deney grubunun markaya yönelik tutumu da hiçbir KSS faaliyetinden bahsedilmeyen kontrol grubuna göre daha pozitiftir. Marka-KSS uyumunun satın alma niyetini doğrudan etkilemediği, tutum değişkeninin aracılık etkisi üzerinden dolaylı bir etkiye sahip olduğu belirlenmiştir. Algılanan ikiyüzlülüğün marka-KSS uyumu ve marka tutumu ilişkisindeki düzenleyici etkisinin anlamlı olmadığı görülmüştür.

Keywords

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Details

Primary Language

Turkish

Subjects

Finance

Journal Section

Research Article

Authors

Elif Güner ^*
0000-0003-0665-5641
Türkiye

Publication Date

July 26, 2021

Submission Date

September 17, 2020

Acceptance Date

December 3, 2020

Published in Issue

Year 2021 Number: 45

DOI

https://doi.org/10.30794/pausbed.796337

IZ

https://izlik.org/JA33ZU55JL

Cite

RIS / Bibtex

APA

Güner, E. (2021). KURUMSAL SOSYAL SORUMLULUK ÇALIŞMALARINDA MARKA UYUMU VE ALGILANAN SOSYAL İKİYÜZLÜLÜK. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 45, 121-141. https://doi.org/10.30794/pausbed.796337

AMA

1.Güner E. KURUMSAL SOSYAL SORUMLULUK ÇALIŞMALARINDA MARKA UYUMU VE ALGILANAN SOSYAL İKİYÜZLÜLÜK. PAUSBED. 2021;(45):121-141. doi:10.30794/pausbed.796337

Chicago

Güner, Elif. 2021. “KURUMSAL SOSYAL SORUMLULUK ÇALIŞMALARINDA MARKA UYUMU VE ALGILANAN SOSYAL İKİYÜZLÜLÜK”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, nos. 45: 121-41. https://doi.org/10.30794/pausbed.796337.

EndNote

Güner E (July 1, 2021) KURUMSAL SOSYAL SORUMLULUK ÇALIŞMALARINDA MARKA UYUMU VE ALGILANAN SOSYAL İKİYÜZLÜLÜK. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 45 121–141.

IEEE

[1]E. Güner, “KURUMSAL SOSYAL SORUMLULUK ÇALIŞMALARINDA MARKA UYUMU VE ALGILANAN SOSYAL İKİYÜZLÜLÜK”, PAUSBED, no. 45, pp. 121–141, July 2021, doi: 10.30794/pausbed.796337.

ISNAD

Güner, Elif. “KURUMSAL SOSYAL SORUMLULUK ÇALIŞMALARINDA MARKA UYUMU VE ALGILANAN SOSYAL İKİYÜZLÜLÜK”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 45 (July 1, 2021): 121-141. https://doi.org/10.30794/pausbed.796337.

JAMA

1.Güner E. KURUMSAL SOSYAL SORUMLULUK ÇALIŞMALARINDA MARKA UYUMU VE ALGILANAN SOSYAL İKİYÜZLÜLÜK. PAUSBED. 2021;:121–141.

MLA

Güner, Elif. “KURUMSAL SOSYAL SORUMLULUK ÇALIŞMALARINDA MARKA UYUMU VE ALGILANAN SOSYAL İKİYÜZLÜLÜK”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, no. 45, July 2021, pp. 121-4, doi:10.30794/pausbed.796337.

Vancouver

1.Elif Güner. KURUMSAL SOSYAL SORUMLULUK ÇALIŞMALARINDA MARKA UYUMU VE ALGILANAN SOSYAL İKİYÜZLÜLÜK. PAUSBED. 2021 Jul. 1;(45):121-4. doi:10.30794/pausbed.796337

Cited By

Deneysel Araştırma Tasarımı ve Pazarlama Araştırmalarında Deneysel Araştırma Tasarımı Kullanan Yayınların İncelenmesi

TroyAcademy

https://doi.org/10.31454/troyacademy.1235967

KURUMSAL SOSYAL SORUMLULUK ÇALIŞMALARINDA MARKA UYUMU VE ALGILANAN SOSYAL İKİYÜZLÜLÜK

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Deneysel Araştırma Tasarımı ve Pazarlama Araştırmalarında Deneysel Araştırma Tasarımı Kullanan Yayınların İncelenmesi

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