Farkli Ürün Kategorilerinde Yabanci Markalama ve Tüketici Etnosentrizmi

Kumru Uyar; Yunus Dursun

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Year 2015, Volume: 19 Issue: 2, 363 - 382, 10.11.2015

Abstract

Ethnocentrism affects consumers' purchasing behavior and product evaluation. Textual local or foreign brand name effect have been somewhat ignored in researches about ethnocentrism although they are deemed valuable. Being brand names of the products in a native or foreign language, it gives a cue about products about being domestic or foreign to highly ethnocentric consumers. Customers will have ideas about the products because of these cues. The aim of this study is to investigate consumer assessments in Kayseri, Turkey towards local and foreign brand names, different product groups under the influence of ethnocentrism. Consumer ethnocentrism is measured by CETSCALE and our results suggest that Turkish consumers have middle level about consumer ethnocentrism tendency. According to the research, there is a statistically significant negative relationship between income and consumer ethnocentrism and there isn’t a statistically significant relationships between marital status, gender and consumer ethnocentrism. In addition, there are statistically significant positive relationship between education, age and consumer ethnocentrism. Income and education have been established as the most influential demographic factors about consumer ethnocentrism. Additionally, the results of the study show that ethnocentrism is more effective in food products than textiles and electronics products

Keywords

Consumer Ethnocentrism, CETSCALE, Brand Name, Foreign Branding

References

Akın, M., R. Çiçek, E. Gürbüz ve M. E. İnal. (2009). “Tüketici Etnosentrizmi ve Davranış Niyetleri Arasındaki Farklılığın Belirlenmesinde CETSCALE Ölçeği”. Ege Akademik Bakış, 9 (2), 489-512.
Alden, D. L., J. B. E. Steenkamp and R. Batra. (1999). “Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture”. The Journal of Marketing, 63 (1), 75-87.
Anholt, S. (2010), Places: Identity, Image and Reputation, Palgrave Macmillan, New York, NY.
Arı, E. S. (2007). Satın Alma Kararlarında Tüketici Etnosentrizmi ve Menşe Ülke Etkisinin Rolü. Çukurova Üniversitesi. Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı. Yayınlanmamış Yüksek Lisans Tezi. Adana.
Armağan, E. A. ve Ö. Gürsoy. (2011). “Satın Alma Kararlarında Tüketici Etnosentrizmi ve Menşe Ülke Etkisinin CETSCALE Ölçeği ile Değerlendirilmesi”, Organizasyon ve Yönetim Bilimleri Dergisi, 3 (2), 67-77.
Asil, H. and İ. Kaya. (2013). “Türk Tüketicilerin Etnosentrik Eğilimlerinin Belirlenmesi Üzerine Bir Araştırma”. Istanbul University Journal of the School of Business Administration, 42(1), 113-132.
Aysuna, C. (2006). Tüketici Etnosentrizmi Etkisini Ölçmede CETSCALE Ölçeği ve Türkiye Uygulaması.Marmara Üniversitesi Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı. Yayınlanmamış Yüksek Lisans Tezi.İstanbul.
Balabanis, G. and A. Diamantopoulos. (2004). “Domestic Country Bias, Country of Origin Effects and Consumer Ethnocentrism: A Multidimensional Unfolding Approach”. Journal of the Academy of Marketing Science, 32 (1), 80-95.
Balabanis, G., A. Diamantopoulos, R.D. Mueller and T.C. Melewar. (2001). “The Impact of Nationalism, Patriotism and Internationalism on Consumer Ethnocentric Tendencies”.Journal of International Business Studies, 32 (1), 157-175.
Batra, R., V. Ramaswamy, D. L. Alden, J. B. E. Steenkamp and S. Ramachander. (2000). “Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries”. Journal of Consumer Psychology, 9 (2), 83-95.
Bawa, A. (2004). “Consumer Ethnocentrism: Cetscale Validation and Measurement of Extent”. Vikalpa, 29 (3), 43-57.
Bilkey, W.J. and E. Nes. (1982). “Country of Origin Effects on Product Evaluation”. Journal of International Business Studies, 8 (1), 89-99.
Brodowsky, G. H., J. Tan and O. Meilich.(2004). “Managing Country of Origin Choices: Competitive Advantages and Opportunities”. International Business Review, 13 (6), 729-748.
Candan, B., K. Aydın ve G.T. Yamamato. (2008). “A Research on Measuring Consumer Ethnocentrism of Young Turkish Customers Purchasing Behaviors”, Serbian Journal of Management, 3(1), 39-60.
Caruana, A. and E. Magri. (1996). “The Effects of Dogmatism and Social Class Variables on Consumer Ethnocentrism in Malta”. Marketing Intelligence and Planning, 14 (4), 39-44.
Cravens, D. and N. F. Piercy. (2008). Strategic Marketing. Higher Education, Boston: McGraw-Hill Irwin.
De Ruyter, K., M. Van Birgelen and M. Wetzels.(1998). “Consumer Ethnocentrism inInternational Services Marketing”. International Business Review, 7(2), 185-202.
Demir, D.K. and P. Tansuhaj. (2011). “Global vs Local Brand Perceptions Among Thais and Turks”. Asia Pacific Journal of Marketing and Logistics, 23 (5), 667- 683.
Erdoğan, B. Z. and C. Uzkurt. (2010). “Effects of Ethnocentric Tendency on Consumers’ Perception of Product Attitudes for Foreign and Domestic Products”.Cross Cultural Management: An International Journal, 17(4), 393-406.
Eroğlu, A. ve S. Sarı. (2011). “Tüketici Etnosentrizmi ve Marka Bağlılığı Arasındaki İlişki”. Akdeniz Üniversitesi Uluslararası Alanya İşletme Fakültesi Dergisi, 3(2), 39-55.
Evanschitzky, H., F. V. Wangenheim and D. Woisetschlager (2008).“Consumer Ethnocentrismin the German Market”.International Marketing Review, 25(1), 7-32.
Gülmez, M. ve C. Yılmaz. (2009). “Etnosentrik Tüketicilerin Yerli Ürün Satın Alma Eğilimleri Üzerine Karşılaştırmalı Bir Analiz”. 14. Uluslararası Pazarlama Kongresi Bildiriler Kitabı, Bozok Üniversitesi,Yozgat, 14-17.
Güneren, E. and A. Öztüren. (2008). “Influence of Ethnocentric Tendency of Consumers on Their Purchase Intentions in North Cyprus”. Journal of Euromarketing, 17(3-4), 219-231.
Gürhan-Canli, Z. and Maheswaran, D. (2000). “Cultural Variations in Country of Origin Effects”. Journal of Marketing Research, 37 (3), 309-317.
Herche, J. (1992), “A Note on the Predictive Validity of the CETSCALE”. Journal of the Academy of Marketing Science, 20 (3), 261-264.
Herbig, P. and J. Milewicz. (1993). “The Relationship of Reputation and Credibility to Brand Success”. Journal of Consumer Marketing, 10 (3), 18-24.
Hong, S.T. and R. Wyer. (1989). “Effects of Country of Origin and Product Attribute Information on Product Evaluation: An Information-Processing Perspective”. Journal of Consumer Research, 16 (2), 175-187.
Hong, S.T. and R. Wyer. (1990). “Determinants of Product Evaluation: Effects of the Time Interval Between Knowledge of A Product’s Country of Origin and Information About Its Specific Attributes”. Journal of Consumer Research, 17 (December), 277-288.
Javalgi, R.G.,V.P. Khare, A.C. Gross andR.F. Scherer. (2005). “An Application of the Consumer Ethnocentrism Model to French Consumers”. International Business Review, 14 (3), 325-344.
Kaynak, E. and A. Kara. (2002). “Consumer Perceptions of Foreign Products: An Analysis of Product-Country Images and Ethnocentrism”. European Journal of Marketing, 36(7/8), 928-949.
Keillor, B D.,M. D’Amico andV. Horton.(2001). “Global Consumer Tendencies”. “Psychology and Marketing” 18(1), 1-19.
Kinra, N. (2006). “The Effect of Country of Origin on Foreign Brand Names in the Indian Market”. Marketing Intelligence and Planning, 24 (1), 15-30.
Klein, J.G., R. Ettenson and M. Morris. (1998). “The Animosity Model of Foreign Product Purchase: An Empirical Test in the People’s Republic of China”. Journal of Marketing, 62 (1), 89-100.
Klein, J.G. and R. Ettenson. (1999). “Consumer Animosity and Consumer Ethnocentrism: An Analysis of Unique Antecedents”. Journal of International Consumer Marketing, 11 (4), 5-24.
Kotler, P. and G. Armstrong. (1997). Marketing: An Introduction (4th Ed.). New Jersey: Prentice-Hall, Upper Saddle River.
Leclerc, F., B. H. Schmitt and L. Dubé. (1989). “Brand Name à la Francaise? Oui, but for the Right Product”. Advances in Consumer Research, 16 (1), 253-257.
Leclerc, F., B. H. Schmitt and L. Dubé. (1994). “Foreign Branding and Its Effects on Product Perceptions and Attitudes”. Journal of Marketing Research, 31(2), 263-270.
Liu, F., J. Murphy, J. Li and X. Liu. (2006). “English and Chinese? The Role of Consumer Ethnocentrism and Country of Origin in Chinese Attitudes Towards Store Signs”. Australasian Marketing Journal (AMJ), 14 (2), 5-16.
Magnusson, P., S. A. Westjohn and S. Zdravkovic. (2011). “What? I Thought Samsung was Japanese”: Accurate or Not, Perceived Country of Origin Matters”. International Marketing Review, 28 (5), 454-472.
Mohamad, O.,Z. U. Ahmed, E. D. Honeycutt and T. H. Tyebkhan. (2000). “Does Made in... Matter to Consumers? A Malaysian Study of Country of Origin Effect”. Multinational Business Review, 8, 69-74.
Mutlu, H. M., A. Çeviker ve Z. Çirkin. (2011). “Tüketici Etnosentrizmi ve Yabancı Ürün Satın Alma Niyeti: Türkiye ve Suriye Üzerine Karşılaştırmalı Analiz”. Sosyo-Ekonomi, Ocak-Haziran, 2011-1, 52-73.
Okechuku, C. and V. Onyemah. (1999). “Nigerian Consumer Attitudes Toward Foreign and Domestic Products”. Journal of International Business Studies, 30(3), 611-622.
Özçelik, D. G. ve Ö. Torlak. (2011). “Marka Kişiliği Algısı ile Etnosentrik Eğilimler Arasındaki İlişki: Levıs ve Mavi Jeans Üzerine Bir Uygulama”. Ege Akademik Bakış, 11 (3), 361-377.
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Piron, F. (2002).“International Outshopping and Ethnocentrism”. European Journal of Marketing. 36(1/2), 189-210.
Saffu, K. and J. H. Walker. (2005). “An Assessment of the Consumer Ethnocentric Scale (CETSCALE) in an Advanced and Transitional Country: The Case of Canada and Russia”. International Journal of Management, 22(4), 556-571.
Shah, K. A. M. and H. I. Ibrahim.(2012).“Consumer Ethnocentrısm: Does It Really Matter For Malaysıan Consumers”.West East Journal of Social Sciences, 1 (1), 26-38.
Shankarmahesh, M.N. (2006). “Consumer Ethnocentrism: An Integrative Review of Its Antecedents and Consequences”. International Marketing Review, 23 (2), 146-172.
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Shimp, T.A. and S. Sharma. (1987). “Consumer Ethnocentrism: Construction and Validation of the CETSCALE”. Journal of Marketing Research, XXIV(August), 280-289.
Solo, S. O. and E. M. Mobarec. (2009). “Friedmann, Roberto Foreign Branding: Examining the Relationship Between Language and International Brand Evaluations”. Innovar, 19 (35), 9-18.
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Farkli Ürün Kategorilerinde Yabanci Markalama ve Tüketici Etnosentrizmi

Year 2015, Volume: 19 Issue: 2, 363 - 382, 10.11.2015

Kumru Uyar Yunus Dursun

Abstract

Etnosentrizm tüketicilerin satınalma davranışlarında ve ürünlerin değerlendirmesinde etkilidir.
Etnosentrizm ile ilgili çok sayıda çalışma yapılmasına rağmen, marka isminin yerli ya da yabancı
olmasının etkisi kısmen göz ardı edilmiştir. Ürünlerin marka isminin yerel dilde veya yabancı dilde
olması etnosentrizm seviyesi yüksek olan tüketicilerin ürünleri yerli veya yabancı olarak değerlendirmelerinde
önemli bir ipucu sağlamaktadır. Marka isminden elde ettikleri ipucuna göre tüketicilerin
ürünlerle ilgili düşünceleri şekillenmektedir. Bu çalışmanın amacı, etnosentrizmin etkisi altında tüketicilerin
yerli ya da yabancı marka isimli farklı ürün gruplarını değerlendirmelerini incelemektir. Bir
diğer amacı ise, etnosentrizm ve demografik değişkenler arasındaki ilişkileri incelemektir. Araştırma,
Kayseri ilinde gerçekleştirilmiştir. Konu ile ilgili temel kavram olan tüketici etnosentrizmi, bu çalışmada, Tüketici Etnosentrik Eğilim Ölçeği (CETSCALE) ile ölçülmüş ve araştırma kapsamındaki Türk
tüketicilerinin orta düzeyde tüketici etnosentrizmi eğilimi gösterdikleri ortaya konulmuştur. Araştırma
sonucunda etnosentrizm ile demografik faktörlerden medeni durum ve cinsiyet arasında istatistiksel
olarak anlamlı bir ilişki bulunamamışken, gelir arasında istatistiksel olarak anlamlı negatif yönde bir
ilişki bulunmuştur. Ayrıca, eğitim ve yaş ile etnosentrizm düzeyi arasında istatistiksel olarak anlamlı
pozitif yönde ilişki bulunmuştur. Tüketici etnosentrizmi üzerinde en etkili demografik faktörler gelir
ve eğitim olarak tespit edilmiştir. Ayrıca tekstil, gıda ve elektronik ürün grupları arasından gıda ürünlerinde
etnosentrizmin daha etkili olduğu da araştırmanın bulguları arasındadır.

Keywords

Tüketici etnosentrizmi, CETSCALE, Marka ismi, Yabancı markalama

References

Akın, M., R. Çiçek, E. Gürbüz ve M. E. İnal. (2009). “Tüketici Etnosentrizmi ve Davranış Niyetleri Arasındaki Farklılığın Belirlenmesinde CETSCALE Ölçeği”. Ege Akademik Bakış, 9 (2), 489-512.
Alden, D. L., J. B. E. Steenkamp and R. Batra. (1999). “Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture”. The Journal of Marketing, 63 (1), 75-87.
Anholt, S. (2010), Places: Identity, Image and Reputation, Palgrave Macmillan, New York, NY.
Arı, E. S. (2007). Satın Alma Kararlarında Tüketici Etnosentrizmi ve Menşe Ülke Etkisinin Rolü. Çukurova Üniversitesi. Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı. Yayınlanmamış Yüksek Lisans Tezi. Adana.
Armağan, E. A. ve Ö. Gürsoy. (2011). “Satın Alma Kararlarında Tüketici Etnosentrizmi ve Menşe Ülke Etkisinin CETSCALE Ölçeği ile Değerlendirilmesi”, Organizasyon ve Yönetim Bilimleri Dergisi, 3 (2), 67-77.
Asil, H. and İ. Kaya. (2013). “Türk Tüketicilerin Etnosentrik Eğilimlerinin Belirlenmesi Üzerine Bir Araştırma”. Istanbul University Journal of the School of Business Administration, 42(1), 113-132.
Aysuna, C. (2006). Tüketici Etnosentrizmi Etkisini Ölçmede CETSCALE Ölçeği ve Türkiye Uygulaması.Marmara Üniversitesi Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı. Yayınlanmamış Yüksek Lisans Tezi.İstanbul.
Balabanis, G. and A. Diamantopoulos. (2004). “Domestic Country Bias, Country of Origin Effects and Consumer Ethnocentrism: A Multidimensional Unfolding Approach”. Journal of the Academy of Marketing Science, 32 (1), 80-95.
Balabanis, G., A. Diamantopoulos, R.D. Mueller and T.C. Melewar. (2001). “The Impact of Nationalism, Patriotism and Internationalism on Consumer Ethnocentric Tendencies”.Journal of International Business Studies, 32 (1), 157-175.
Batra, R., V. Ramaswamy, D. L. Alden, J. B. E. Steenkamp and S. Ramachander. (2000). “Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries”. Journal of Consumer Psychology, 9 (2), 83-95.
Bawa, A. (2004). “Consumer Ethnocentrism: Cetscale Validation and Measurement of Extent”. Vikalpa, 29 (3), 43-57.
Bilkey, W.J. and E. Nes. (1982). “Country of Origin Effects on Product Evaluation”. Journal of International Business Studies, 8 (1), 89-99.
Brodowsky, G. H., J. Tan and O. Meilich.(2004). “Managing Country of Origin Choices: Competitive Advantages and Opportunities”. International Business Review, 13 (6), 729-748.
Candan, B., K. Aydın ve G.T. Yamamato. (2008). “A Research on Measuring Consumer Ethnocentrism of Young Turkish Customers Purchasing Behaviors”, Serbian Journal of Management, 3(1), 39-60.
Caruana, A. and E. Magri. (1996). “The Effects of Dogmatism and Social Class Variables on Consumer Ethnocentrism in Malta”. Marketing Intelligence and Planning, 14 (4), 39-44.
Cravens, D. and N. F. Piercy. (2008). Strategic Marketing. Higher Education, Boston: McGraw-Hill Irwin.
De Ruyter, K., M. Van Birgelen and M. Wetzels.(1998). “Consumer Ethnocentrism inInternational Services Marketing”. International Business Review, 7(2), 185-202.
Demir, D.K. and P. Tansuhaj. (2011). “Global vs Local Brand Perceptions Among Thais and Turks”. Asia Pacific Journal of Marketing and Logistics, 23 (5), 667- 683.
Erdoğan, B. Z. and C. Uzkurt. (2010). “Effects of Ethnocentric Tendency on Consumers’ Perception of Product Attitudes for Foreign and Domestic Products”.Cross Cultural Management: An International Journal, 17(4), 393-406.
Eroğlu, A. ve S. Sarı. (2011). “Tüketici Etnosentrizmi ve Marka Bağlılığı Arasındaki İlişki”. Akdeniz Üniversitesi Uluslararası Alanya İşletme Fakültesi Dergisi, 3(2), 39-55.
Evanschitzky, H., F. V. Wangenheim and D. Woisetschlager (2008).“Consumer Ethnocentrismin the German Market”.International Marketing Review, 25(1), 7-32.
Gülmez, M. ve C. Yılmaz. (2009). “Etnosentrik Tüketicilerin Yerli Ürün Satın Alma Eğilimleri Üzerine Karşılaştırmalı Bir Analiz”. 14. Uluslararası Pazarlama Kongresi Bildiriler Kitabı, Bozok Üniversitesi,Yozgat, 14-17.
Güneren, E. and A. Öztüren. (2008). “Influence of Ethnocentric Tendency of Consumers on Their Purchase Intentions in North Cyprus”. Journal of Euromarketing, 17(3-4), 219-231.
Gürhan-Canli, Z. and Maheswaran, D. (2000). “Cultural Variations in Country of Origin Effects”. Journal of Marketing Research, 37 (3), 309-317.
Herche, J. (1992), “A Note on the Predictive Validity of the CETSCALE”. Journal of the Academy of Marketing Science, 20 (3), 261-264.
Herbig, P. and J. Milewicz. (1993). “The Relationship of Reputation and Credibility to Brand Success”. Journal of Consumer Marketing, 10 (3), 18-24.
Hong, S.T. and R. Wyer. (1989). “Effects of Country of Origin and Product Attribute Information on Product Evaluation: An Information-Processing Perspective”. Journal of Consumer Research, 16 (2), 175-187.
Hong, S.T. and R. Wyer. (1990). “Determinants of Product Evaluation: Effects of the Time Interval Between Knowledge of A Product’s Country of Origin and Information About Its Specific Attributes”. Journal of Consumer Research, 17 (December), 277-288.
Javalgi, R.G.,V.P. Khare, A.C. Gross andR.F. Scherer. (2005). “An Application of the Consumer Ethnocentrism Model to French Consumers”. International Business Review, 14 (3), 325-344.
Kaynak, E. and A. Kara. (2002). “Consumer Perceptions of Foreign Products: An Analysis of Product-Country Images and Ethnocentrism”. European Journal of Marketing, 36(7/8), 928-949.
Keillor, B D.,M. D’Amico andV. Horton.(2001). “Global Consumer Tendencies”. “Psychology and Marketing” 18(1), 1-19.
Kinra, N. (2006). “The Effect of Country of Origin on Foreign Brand Names in the Indian Market”. Marketing Intelligence and Planning, 24 (1), 15-30.
Klein, J.G., R. Ettenson and M. Morris. (1998). “The Animosity Model of Foreign Product Purchase: An Empirical Test in the People’s Republic of China”. Journal of Marketing, 62 (1), 89-100.
Klein, J.G. and R. Ettenson. (1999). “Consumer Animosity and Consumer Ethnocentrism: An Analysis of Unique Antecedents”. Journal of International Consumer Marketing, 11 (4), 5-24.
Kotler, P. and G. Armstrong. (1997). Marketing: An Introduction (4th Ed.). New Jersey: Prentice-Hall, Upper Saddle River.
Leclerc, F., B. H. Schmitt and L. Dubé. (1989). “Brand Name à la Francaise? Oui, but for the Right Product”. Advances in Consumer Research, 16 (1), 253-257.
Leclerc, F., B. H. Schmitt and L. Dubé. (1994). “Foreign Branding and Its Effects on Product Perceptions and Attitudes”. Journal of Marketing Research, 31(2), 263-270.
Liu, F., J. Murphy, J. Li and X. Liu. (2006). “English and Chinese? The Role of Consumer Ethnocentrism and Country of Origin in Chinese Attitudes Towards Store Signs”. Australasian Marketing Journal (AMJ), 14 (2), 5-16.
Magnusson, P., S. A. Westjohn and S. Zdravkovic. (2011). “What? I Thought Samsung was Japanese”: Accurate or Not, Perceived Country of Origin Matters”. International Marketing Review, 28 (5), 454-472.
Mohamad, O.,Z. U. Ahmed, E. D. Honeycutt and T. H. Tyebkhan. (2000). “Does Made in... Matter to Consumers? A Malaysian Study of Country of Origin Effect”. Multinational Business Review, 8, 69-74.
Mutlu, H. M., A. Çeviker ve Z. Çirkin. (2011). “Tüketici Etnosentrizmi ve Yabancı Ürün Satın Alma Niyeti: Türkiye ve Suriye Üzerine Karşılaştırmalı Analiz”. Sosyo-Ekonomi, Ocak-Haziran, 2011-1, 52-73.
Okechuku, C. and V. Onyemah. (1999). “Nigerian Consumer Attitudes Toward Foreign and Domestic Products”. Journal of International Business Studies, 30(3), 611-622.
Özçelik, D. G. ve Ö. Torlak. (2011). “Marka Kişiliği Algısı ile Etnosentrik Eğilimler Arasındaki İlişki: Levıs ve Mavi Jeans Üzerine Bir Uygulama”. Ege Akademik Bakış, 11 (3), 361-377.
Özmen, E. (2004). The Effect of Country of Origin on Brand Image: The Case of Mavi Jeans - The Turkish Brand in the U.S. Sanatta Yeterlilik Tezi, California State University, Fullerton.
Piron, F. (2002).“International Outshopping and Ethnocentrism”. European Journal of Marketing. 36(1/2), 189-210.
Saffu, K. and J. H. Walker. (2005). “An Assessment of the Consumer Ethnocentric Scale (CETSCALE) in an Advanced and Transitional Country: The Case of Canada and Russia”. International Journal of Management, 22(4), 556-571.
Shah, K. A. M. and H. I. Ibrahim.(2012).“Consumer Ethnocentrısm: Does It Really Matter For Malaysıan Consumers”.West East Journal of Social Sciences, 1 (1), 26-38.
Shankarmahesh, M.N. (2006). “Consumer Ethnocentrism: An Integrative Review of Its Antecedents and Consequences”. International Marketing Review, 23 (2), 146-172.
Sharma, S.,T. A. Shimp andJ. Shin. (1995). “Consumer Ethnocentrism: A Test of Antecedents and Moderators”. Journal of the Academy of Marketing Science, 23(1),26-37.
Shimp, T. A. (1984).“Consumer Ethnocentrism-The Conceptand a Preliminary Empirical Test”. Advances in Consumer Research, 11, 285-290.
Shimp, T.A. and S. Sharma. (1987). “Consumer Ethnocentrism: Construction and Validation of the CETSCALE”. Journal of Marketing Research, XXIV(August), 280-289.
Solo, S. O. and E. M. Mobarec. (2009). “Friedmann, Roberto Foreign Branding: Examining the Relationship Between Language and International Brand Evaluations”. Innovar, 19 (35), 9-18.
Sumner, W. G. (1906). Folkways: A study of the Sociological Importance of Usages, Manners, Customs, Mores and Morals. Boston: Ginn and Company.
Thakor, M. V. and A. M. Lavack. (2003). “Effect of Perceived Brand Origin Associations on Consumer Perceptions of Quality”. Journal of Product and Brand Management, 12 (6), 394-407.
Thakor, M.V. and C.S. Kohli. (1996). ‘‘Brand Origin: Conceptualization and Review’’. Journal of Consumer Marketing, 13 (3), 27-42.
Watson, J. J. and K. Wright. (2000). “Consumer Ethnocentrism and Attitudes Toward Domestic and Foreign Products”. European Journal of Marketing, 34(9/10), 1149-1166.
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Primary Language	tr;en
Journal Section	Makaleler
Authors	Kumru Uyar This is me Yunus Dursun This is me
Publication Date	November 10, 2015
Published in Issue	Year 2015 Volume: 19 Issue: 2

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APA	Uyar, K., & Dursun, Y. (2015). Farkli Ürün Kategorilerinde Yabanci Markalama ve Tüketici Etnosentrizmi. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 19(2), 363-382.

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ATASOBED- Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Creative Commons Atıf-GayriTicari-AynıLisanslaPaylaş 4.0 Uluslararası Lisansı ile lisanslanmıştır.