BİLMEK Mİ SEVMEK Mİ? BİLİŞSEL VE DUYGUSAL ÜLKE İMAJININ ÜRÜN İMAJI VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ ÜZERİNE KÜLTÜRLER ARASI BİR ÇALIŞMA

Yıl 2017, Cilt: 10 Sayı: 19, 79 - 102, 01.06.2017

Sevgi Ayşe Öztürk Semra Doğan Çifci Mohammed Abbas Selin Ögel Cemal Gümüş

Öz

Ülke imajı, tüketicilerin satın alma kararlarında referans aldıkları ve marka imajını belirleyici unsurlardan biri olarak gördükleri önemli bir konudur. İlgili literatürde ülke imajının menşei ülke imajı ya da ürünün ülkesinin imajı olarak da adlandırılmaktadır tek boyutlu ya da çok boyutlu ele alınması noktasında fikir birliği sağlanamamıştır. Bu çalışmanın amacı ülke imajının bilişsel ve duygusal boyutları itibariyle iki boyutlu yapısını ortaya koymak ve ülke imajının bu iki boyutu itibariyle genel ürün imajı ve kategorik ürün imajı üzerinde farklı etkisi olduğunu ortaya koymakla birlikte satın alma niyetindeki belirleyiciliğini iki farklı kültürde sınamaktır. Araştırma verileri Fransa, Almanya ve Yemen’den toplanmıştır. Bulgular Fransa-Almanya ve Yemen veri setleri arasında ülke imajı ve etkileri açısından farklılıklar ortaya koymuştur. Buna göre duygusal ülke imajı algısı Fransa-Almanya verisinde spesifik ürüne ilişkin algıda belirleyiciyken Yemen veri setinde bu etki gözlenmemiştir. Öte yandan gerek duygusal gerekse bilişsel ülke imajı genel ürün algısında daha önceki çalışmaları doğrular nitelikte her iki veri setinde de belirleyici çıkmıştır. Araştırmaya ilişkin diğer bulgular ve gelecek çalışmalara öneriler de sunulmuştur

Anahtar Kelimeler

Ülke imajı, bilişsel ülke imajı, duygusal ülke imajı, ürün imajı, satın alma niyeti

COGNITION OR AFFECTION? A CROSS-CULTURAL STUDY ON THE EFFECT OF COGNITIVE AND AFFECTIVE COUNTRY IMAGE ON THE PRODUCT IMAGE AND PURCHASE INTENTION

Öz

Country image is one of the factors that consumers consider to be cruical when evaluating and purchasing products and brands. However, relevant literature offers no consensus on uni-dimensionality or multi-dimensionality of country image some refer country of origin image or product country image . The purpose of this study to prove multi-dimensionality of country image under two dimensions as affective and cognitive country image and examining whether they have different effects on the purchase intention of general and specific products in different cultural contets, France, Germany and Yemen Findings indicate that there are a few discrepancies between France-German and Yemen data sets in terms of the effects of country image. Affective country image has statistically significant effect on the certain product hedonic while it has not in Yemen data set. However cognitive country image has statistically significant effect on general product image in both data sets. Other findings and future research recommendations are also included

Anahtar Kelimeler

Country image, cognitive country image, affective country image, product image, purchase intention

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