Araştırma Makalesi
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GENEL KURUMSAL SOSYAL SORUMLULUK ALGISI VE GENEL İŞ ETİĞİ ALGISININ MARKA TUTUMU VE SATIN ALMA NİYETİNE ETKİSİ

Yıl 2020, Cilt: 1 Sayı: 1, 4 - 15, 23.04.2020

Tuğçe Altan , Merve Yanar Gürce

Öz

Günümüzde firmaların ekonomik sorumluluklarının ötesinde, yasal ve etik kurallar kapsamında toplum yanlısı davranışlar sergilemeleri de beklenmektedir. Buna göre kurumsal sosyal sorumluluk ve iş etiği kavramlarının önemi artmaktadır. Çalışmanın amacı, genel kurumsal sosyal sorumluluk algısı, genel iş etiği algısı, marka tutumu ve satın alma niyeti arasındaki ilişkiyi açıklamaktır. Araştırmanın ana kütlesini, Nivea markasını bilen ve kullanan 18 yaşından büyük katılımcılar oluşturmaktadır. Veri toplamak amacıyla anket yöntemi kullanılmıştır. Elde edilen veriler güvenilirlik, faktör, korelasyon ve regresyon analizleri kullanılarak analiz edilmiştir. Araştırma bulgularına göre, genel kurumsal sosyal sorumluluk algısı, genel iş etiği algısı ve marka tutumu arasında pozitif bir ilişki olduğu, marka tutumu ve satın alma niyeti arasında da pozitif bir ilişki olduğu belirlenmiştir.

Anahtar Kelimeler

Kurumsal Sosyal Sorumluluk iş etiği marka tutumu

Kaynakça

  • Arslan, M. ve Berkman, Ü. (2009). Dünyada ve Türkiye’de İş Etiği ve Etik Yönetimi. İstanbul: TÜSİAD Yayınları.
  • Aydede, Ceyda (2007). Yükselen Trend Kurumsal Sosyal Sorumluluk. İstanbul: MediaCat Kitapları.
  • Barber, N., Taylor, C., ve Strick, S. (2009). Wine Consumers’ Environmental Knowledge and Attitudes: Influence on Willingness to Purchase. International Journal of Wine Research, 1(1), 59-72.
  • Chang, H. H. ve Liu, Y. M. (2009). The Impact of Brand Equity on Brand Preference and Purchase Intentions In The Service Industries. The Service Industries Journal, 29(12), 1687-1706.
  • Chen, C.-F. ve Chang, Y.-Y. (2008). Airline Brand Equity, Brand Preference, and Purchase Intentions - The Moderating Effects of Switching Costs. Journal of Air Transport Management, 14(1), 40–42.
  • Choi, B., ve La, S. (2013). The Impact of Corporate Social Responsibility (CSR) and Customer Trust on The Restoration of Loyalty After Service Failure and Recovery. Journal of Services Marketing, 27(3), 223–233.
  • Chomvilailuk, R. ve Butcher, K. (2010). Enhancing Brand Preference Through Corporate Social Responsibility Initiatives In The Thai Banking Sector. Asia Pacific Journal of Marketing and Logistics, 22(3), 397-418.
  • Creyer, E. H. (1997). The Influence of Firm Behavior On Purchase Intention: Do Consumers Really Care About Business Ethics? Journal of Consumer Marketing, 14(6), 421–432. Davis, K. (1960). Can Business Afford to Ignore Social Responsibilities?, California Management Review, 2(3), 70–76.
  • Değirmen, Gül Coşkun (2016). Kurumsal Pazarlama ve Sosyal Sorumluluk. Ankara: Nobel Akademik Yayıncılık.
  • Ferrell, O. C., Harrison, D. E., Ferrell, L. ve Hair, J. F. (2019). Business Ethics, Corporate Social Responsibility, and Brand Attitudes: An Exploratory Study. Journal of Business Research, 95(2019), 491-501.
  • Gandz, J. ve Hayes, N. (1988). Teaching Business Ethics. Journal of Business Ethics, 7(9), 657–669.
  • Gök, S. (2008). İş Etiği İle İş Ahlakı Arasındaki İlişki ve Çalışma Yaşamında İş Etiğini Etkileyen Faktörler. Uluslararası İnsan Bilimleri Dergisi, 5(1), 1-19.
  • Hess, R. L., Jr., Ganesan, S., ve Klein, N. M. (2003). Service Failure and Recovery: The Impact of Relationship Factors on Customer Satisfaction. Journal of the Academy of Marketing Science, 31(2), 127–145.
  • Holbrook, M. B. ve Batra, R. (1987). Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising. Journal of Consumer Research, 14(3), 404-420.
  • Kang, J., ve Hustvedt, G. (2014). Building Trust Between Consumers and Corporations: The Role of Consumer Perceptions of Transparency and Social Responsibility. Journal of Business Ethics, 125(2), 253–265.
  • Kärnä, J., Hansen E. ve Juslin H., (2003). Social Responsibility In Environmental Marketing Planning. European Journal of Marketing, 37(5-6), 848-871.
  • Kempf D. S. ve Smith R. E. (1998). Consumer Processsing of Product Trial and the Influence of Prior Advertising: A Structural Modeling Approach. Journal of Marketing Research, 35(3), 325–338.
  • Lu, L. C., Chang, H. H. ve Chang, A. (2013). Consumer Personality and Green Buying Intention: The Mediate Role of Consumer Ethical Beliefs. Journal of Business Ethics, 127(1), 205-219.
  • Mitchell, A. A. ve Olson, J. C. (1981). Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?. Journal of Marketing Research, 18 (3), 318- 332.
  • Moisescu, O. I. (2015). The Impact of Customers' Perception of CSR on Corporate Brand Loyalty: The Case of The Romanian Mobile Telecom Industry. Central European Business Review, 4(2), 21-30.
  • Özbek, V., Akkiliç, M. E. ve İlban, M. O. (2011). Tüketicilerin Seyahat Acentalarina İliskin Etik Algilari ve Niyetlerini Belirlemeye Yönelik Bir Arastirma. Ege Akademik Bakis, 11(2), 325-338.
  • Sen, S. ve Bhattacharya, C. B. (2001). Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility. Journal of Marketing Research, 38(2), 225-243.
  • Shah, H., Aziz, J., Jaffari, A. R., Waris, S., Ejaz, W., Fatima, M. ve Sherazi., K. (2012). The Impact of Brands on Consumer Purchase Intentions. Asian Journal of Business Management, 4(2), 105-110.
  • Sierra, V., Iglesias, O., Markovic, S. ve Singh, J. J. (2015). Does Ethical Image Build Equity in Corporate Services Brands? The Influence of Customer Perceived Ethicality on Affect, Perceived Quality, and Equity. Journal of Business Ethics, 144(3), 661-676.
  • Skarmeas, D., ve Leonidou, C. N. (2013). When Consumers Doubt, Watch Out! The Role of CSR Skepticism. Journal of Business Research, 66(10), 1831–1838.
  • Uzkesici Nuray (2005). Kurumsal Sosyal Sorumluluk: İşletmelerde Paydaş Beklentilerinin Karşılanmasında Yeni Fırsatlar ve Tuzaklar. Kurgu Dergisi, 21, 69-84.
  • Vlachos, P. A., Tsamakos, A., Vrechopoulos, A. P., ve Avramidis, P. K. (2009). Corporate Social Responsibility: Attributions, Loyalty, and The Mediating Role of Trust. Journal of the Academy of Marketing Science, 37(2), 170–180.
  • Wu, P. C. S., Yeh, G. ve Hsiao, C. (2011). The Effect of Store Image and Service Quality on Brand Image and Purchase Intention for Private Label Brands. Australasian Marketing Journal, 19(1), 30–39.
  • URL: https://www.nivea.com.tr/

Yıl 2020, Cilt: 1 Sayı: 1, 4 - 15, 23.04.2020

Tuğçe Altan , Merve Yanar Gürce

Öz

Kaynakça

  • Arslan, M. ve Berkman, Ü. (2009). Dünyada ve Türkiye’de İş Etiği ve Etik Yönetimi. İstanbul: TÜSİAD Yayınları.
  • Aydede, Ceyda (2007). Yükselen Trend Kurumsal Sosyal Sorumluluk. İstanbul: MediaCat Kitapları.
  • Barber, N., Taylor, C., ve Strick, S. (2009). Wine Consumers’ Environmental Knowledge and Attitudes: Influence on Willingness to Purchase. International Journal of Wine Research, 1(1), 59-72.
  • Chang, H. H. ve Liu, Y. M. (2009). The Impact of Brand Equity on Brand Preference and Purchase Intentions In The Service Industries. The Service Industries Journal, 29(12), 1687-1706.
  • Chen, C.-F. ve Chang, Y.-Y. (2008). Airline Brand Equity, Brand Preference, and Purchase Intentions - The Moderating Effects of Switching Costs. Journal of Air Transport Management, 14(1), 40–42.
  • Choi, B., ve La, S. (2013). The Impact of Corporate Social Responsibility (CSR) and Customer Trust on The Restoration of Loyalty After Service Failure and Recovery. Journal of Services Marketing, 27(3), 223–233.
  • Chomvilailuk, R. ve Butcher, K. (2010). Enhancing Brand Preference Through Corporate Social Responsibility Initiatives In The Thai Banking Sector. Asia Pacific Journal of Marketing and Logistics, 22(3), 397-418.
  • Creyer, E. H. (1997). The Influence of Firm Behavior On Purchase Intention: Do Consumers Really Care About Business Ethics? Journal of Consumer Marketing, 14(6), 421–432. Davis, K. (1960). Can Business Afford to Ignore Social Responsibilities?, California Management Review, 2(3), 70–76.
  • Değirmen, Gül Coşkun (2016). Kurumsal Pazarlama ve Sosyal Sorumluluk. Ankara: Nobel Akademik Yayıncılık.
  • Ferrell, O. C., Harrison, D. E., Ferrell, L. ve Hair, J. F. (2019). Business Ethics, Corporate Social Responsibility, and Brand Attitudes: An Exploratory Study. Journal of Business Research, 95(2019), 491-501.
  • Gandz, J. ve Hayes, N. (1988). Teaching Business Ethics. Journal of Business Ethics, 7(9), 657–669.
  • Gök, S. (2008). İş Etiği İle İş Ahlakı Arasındaki İlişki ve Çalışma Yaşamında İş Etiğini Etkileyen Faktörler. Uluslararası İnsan Bilimleri Dergisi, 5(1), 1-19.
  • Hess, R. L., Jr., Ganesan, S., ve Klein, N. M. (2003). Service Failure and Recovery: The Impact of Relationship Factors on Customer Satisfaction. Journal of the Academy of Marketing Science, 31(2), 127–145.
  • Holbrook, M. B. ve Batra, R. (1987). Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising. Journal of Consumer Research, 14(3), 404-420.
  • Kang, J., ve Hustvedt, G. (2014). Building Trust Between Consumers and Corporations: The Role of Consumer Perceptions of Transparency and Social Responsibility. Journal of Business Ethics, 125(2), 253–265.
  • Kärnä, J., Hansen E. ve Juslin H., (2003). Social Responsibility In Environmental Marketing Planning. European Journal of Marketing, 37(5-6), 848-871.
  • Kempf D. S. ve Smith R. E. (1998). Consumer Processsing of Product Trial and the Influence of Prior Advertising: A Structural Modeling Approach. Journal of Marketing Research, 35(3), 325–338.
  • Lu, L. C., Chang, H. H. ve Chang, A. (2013). Consumer Personality and Green Buying Intention: The Mediate Role of Consumer Ethical Beliefs. Journal of Business Ethics, 127(1), 205-219.
  • Mitchell, A. A. ve Olson, J. C. (1981). Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?. Journal of Marketing Research, 18 (3), 318- 332.
  • Moisescu, O. I. (2015). The Impact of Customers' Perception of CSR on Corporate Brand Loyalty: The Case of The Romanian Mobile Telecom Industry. Central European Business Review, 4(2), 21-30.
  • Özbek, V., Akkiliç, M. E. ve İlban, M. O. (2011). Tüketicilerin Seyahat Acentalarina İliskin Etik Algilari ve Niyetlerini Belirlemeye Yönelik Bir Arastirma. Ege Akademik Bakis, 11(2), 325-338.
  • Sen, S. ve Bhattacharya, C. B. (2001). Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility. Journal of Marketing Research, 38(2), 225-243.
  • Shah, H., Aziz, J., Jaffari, A. R., Waris, S., Ejaz, W., Fatima, M. ve Sherazi., K. (2012). The Impact of Brands on Consumer Purchase Intentions. Asian Journal of Business Management, 4(2), 105-110.
  • Sierra, V., Iglesias, O., Markovic, S. ve Singh, J. J. (2015). Does Ethical Image Build Equity in Corporate Services Brands? The Influence of Customer Perceived Ethicality on Affect, Perceived Quality, and Equity. Journal of Business Ethics, 144(3), 661-676.
  • Skarmeas, D., ve Leonidou, C. N. (2013). When Consumers Doubt, Watch Out! The Role of CSR Skepticism. Journal of Business Research, 66(10), 1831–1838.
  • Uzkesici Nuray (2005). Kurumsal Sosyal Sorumluluk: İşletmelerde Paydaş Beklentilerinin Karşılanmasında Yeni Fırsatlar ve Tuzaklar. Kurgu Dergisi, 21, 69-84.
  • Vlachos, P. A., Tsamakos, A., Vrechopoulos, A. P., ve Avramidis, P. K. (2009). Corporate Social Responsibility: Attributions, Loyalty, and The Mediating Role of Trust. Journal of the Academy of Marketing Science, 37(2), 170–180.
  • Wu, P. C. S., Yeh, G. ve Hsiao, C. (2011). The Effect of Store Image and Service Quality on Brand Image and Purchase Intention for Private Label Brands. Australasian Marketing Journal, 19(1), 30–39.
  • URL: https://www.nivea.com.tr/
Toplam 29 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Araştırma Makaleleri
Yazarlar

Tuğçe Altan 0000-0003-0270-5058

Merve Yanar Gürce 0000-0002-9616-1815

Yayımlanma Tarihi 23 Nisan 2020
Gönderilme Tarihi 11 Aralık 2019
Kabul Tarihi 8 Ocak 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 1 Sayı: 1

Kaynak Göster

APA Altan, T., & Yanar Gürce, M. (2020). GENEL KURUMSAL SOSYAL SORUMLULUK ALGISI VE GENEL İŞ ETİĞİ ALGISININ MARKA TUTUMU VE SATIN ALMA NİYETİNE ETKİSİ. 19 Mayıs Sosyal Bilimler Dergisi, 1(1), 4-15.
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