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Yıl 2014, Cilt: 15 Sayı: 2, 101 - 116, 03.07.2014

Ahmet Bayraktar Ramazan Kurtoğlu

Öz

This study aims at examining whether country image influences consumers’ quality perceptions. Furthermore, it aims at examining whether this effect holds across different cultures and product categories. The data was collected through survey method from convenience samples of undergraduate business and MBA students in Turkey and the US. During the analysis process, reliability analysis and confirmatory factor analysis were conducted, and structural equation modeling was utilized in order to test the hypotheses. The findings demonstrate that micro country image significantly and positively influences consumers’ quality perceptions of products. On the other hand, they show that there is no direct relationship between macro country image and perceived brand quality. In addition, different * Bu çalışma 19. Ulusal Pazarlama Kongresi’nde bildiri olarak sunulmuştur. ** Yrd. Doç. Dr., Bozok Üniversitesi İİBF, İşletme Bölümü, ahmet.bayraktar@bozok.edu.tr*** Yrd. Doç. Dr., Bozok Üniversitesi İİBF, İşletme Bölümü, r.kurtoglu@bozok.edu.trfrom the previous country of origin studies, the results indicate that macro country image significantly and positively influences micro country image. This study suggests that the strategic management of country image and the recognition of its significance will be key to successful global marketing and that favorable country image will represent an important part of the competitive advantage of brands in global markets in the years ahead in which the global competition is expected to rise further.

Anahtar Kelimeler

Country image country of origin perceived brand quality structural equation modeling

Kaynakça

  • AGARWAL, M.K. and RAO, V.R. (1996), “An Empirical Comparison of Consumer Based Measures of Brand Equity”, Marketing Letters, Vol. 7, No 3, s.237-247.
  • VEERSON, J.R. (1976), Language, Memory and Thought, Hillsdale, NJ: Erlbaum.
  • AUGER, P.; DEVINNEY, T.M.; LOUVIERE, J.J. and BURKE, P.F. (2010), “The Importance of Social Product Attributes in Consumer Purchasing Decisions: A Multi-Country Comparative Study”, International Business Review. 19, 2, s.140-159.
  • AURIER, P. and FORT, F. (2007), “The Effects of Perceived Congruity between Origin, Brand and Product on The Purchase Intention of a Branded Product of Origin”, Advances in Consumer Research, Vol. 34, 55-63.
  • BAGOZZI, R.P., YOUJAE, Y. & LYNN, W.P. (1991), “Assessing Construct Validity in Organizational Research”, Administrative Science Quarterly, Vol. 36, s.421-458.
  • BALABANIS, G. and DIAMANTOPOULOS, A. (2004), “Domestic Country Bias, Country-of-Origin Effects, and Consumer Ethnocentrism: A Multidimensional Unfolding Approach”, Journal of the Academy of Marketing Science, 32 (1): s.80-95.
  • BALDAUF, A.; DIAMANTOPOULOS A., CRAVENS K.S. and ZEUGNER-ROTH K.P. (2009), “The Impact of Product-Country Image and Marketing Efforts on Retailer-Perceived Brand Equity: An Empirical Analysis”, Journal of Retailing, 85, 4, s.437-452.
  • BATRA, R., RAMASWAMY, V., ALDEN, D. L., STEENKAMP, J.-E. B. M. ve RAMACHVEER, S. (2000), “Effects of Brand Local and Nonlocal Origin On Consumer Attitudes in Developing Countries”, Journal of Consumer Psychology, 9(2), s.83–95.
  • BAYRAKTAR, A. (2013a), Understanding the Effect of Country Equity on Consumer-based Brand Equity: A Foundation to Country Branding Strategies, Doctoral Dissertation, Rutgers Business School, Newark, NJ.
  • BAYRAKTAR, A. (2013b), “When Is The Country of Origin of a Brand a Weakness in Global Markets?”, International Journal of Management Research and Review, Volume 3 (8), s.3199 – 3210.
  • BILKEY, W. J. and NES, E. (1982), “Country-of-Origin Effects on Product Evaluations”, Journal of International Business Studies, 13(1), s.89–99.
  • CATTIN, P.; JOLIBERT, A. and LOHNES, C. (1982), “A Cross-
  • Cultural Study of “made in” Concepts,” Journal of International Business Studies. Winter, s.131-141.
  • CHOWDHURY, H. and AHMED, J. (2009), “An Examination of The Effects of Partitioned Country of Origin on Consumer Product Quality Perceptions”, International Journal of Consumer Studies, 33(4), s.496-502.
  • CHOWDHURY, MD, K.H. and BISWAS, MS. K. (2011), “The Effects of Country Associations and Price on Consumer Quality Perceptions: A Cognitive Information Processing Perspective”, International Journal of Management, 28, 1, s.111-126.
  • CHURCHILL, G.A.(1979), “A Paradigm For Developing Better Measures of Marketing Constructs”, Journal of Marketing Research, Vol. 16, s.64–73.
  • ERICKSON, G.M.; JOHNY K. J. and PAUL C. (1984), “Image Variables in Multi-Attribute Product Evaluations: Country-of-Origin Effects”, Journal of Consumer Research, 11 (2), s.694-699.
  • ETTENSON, R.; JANET W. and GARY G. (1988), “Evaluating the Effects of Country of Origin and the “Made in the USA” Campaign: A Conjoint Approach”, Journal of Retailing, 64 (1), s.85-100.
  • HAN, C. M. (1989), “Country Image: Halo or Summary Construct?”, Journal of Marketing Research, 26(2), s.222–229.
  • HAN, C.M. & TERPSTRA, V. (1988), “Country-of-Origin Effects for Uni-National and Bi-National Products”, Journal of International Business Studies, 19, s.235–255.
  • HONG, S.T. and WYER, JR.R.S. (1989), “Effects of Country-of-Origin and Product Attribute on Product Evaluation: An Information Processing Perspectiand”, Journal of Consumer Research, 16 (September), s.175-187.
  • INSCH, G.S. and MCBRIDE, J.B. (1998), “Decomposing the Country-of-Origin Construct: An Empirical Test of Country of Design, Country of Parts, and Country of Assembly”, Journal of International Consumer Marketing, 10 (4), s.69-91.
  • IRWIN P. L.; JASPER, J.D.; JOHN D. M. and GARY J. G. (1993), “Attitudes Toward "Buy American First" and Preferences for American and Japanese Cars: A Different Role for Country-of-Origin Information”, Advances in Consumer Research, 20, s.625-629.
  • JIMENEZ, N.H. and MARTIN, S.S. (2010), “The Role of Country-of-Origin, Ethnocentrism and Animosity in Promoting Consumer Trust. The Moderating Role of Familiarity”, International Business Review, 19, s.34-45.
  • JOHANSSON J. K.; DOUGLAS S. P. and NONAKA I. (1985), “Assessing The Impact of Country of Origin on Product Evaluations: A New Methodological Perspective”, Journal of Marketing Research, 22, s.388-396.
  • JUN, J.W. and CHOI, C.W. (2007), “Effects of Country of Origin and Country Brand Attitude on Nonprescription Drugs”, Journal of Targeting, Measurement and Analysis for Marketing 15:4, s.234-243.
  • KLENOSKY, D.B.; BENET, S.B. and CHADRABA, P. (1996), “Assessing Czech Consumers’ Reactions to Western Marketing Practices: A Conjoint Approach”, Journal of Business Research, 36, s.189 198.
  • KOSCHATE-FISCHER, N.; DIAMANTOPOULOS, A. and OLDENKOTTE, K. (2012), “Are Consumers Really Willing to Pay More for Favorable Country Image? A Study of Country-of-Origin Effects on Willingness to Pay”, Journal of International Marketing, Vol. 20 (1), s.19-41.
  • LEE, D. and BAE, S. (1999), “Effects of Partitioned Country of Origin Information on Buyer Assessment of Binational Products”, Advances in Consumer Research, 26, s.344-51.
  • LI, W.-K. and WYER, JR., R.S. (1994), “The Role of Country of Origin in Product Evaluations: Informational and Standard-of-Comparison Effects”, Journal of Consumer Psychology, 3, s.187-212.
  • LI, W; LEUNG, K. and WYER, R.S. (1993), “The Roles of Country of Origin Information on Buyers' Product Evaluations: Signal or Attribute?”, Advances in Consumer Research, 20, s.684-689.
  • MACKAY, MARISA M. (2001), “Evaluation of Brand Equity Measures: Further Empirical Results”, The Journal of Product and Brand Management 10(1), s.38-51.
  • MANRAI, L.A.; DANA-NICOLETA L. and MANRAI, A.K. (1998), “Interactive Effects of Country of Origin and Product Category on Product Evaluations”, International Business Review, 7, s.591-615.
  • MARTIN, I.M. and EROGLU, S. (1993), “Measuring a Multi-dimensional Construct: Country Image”, Journal of Business Research, 28 (3), s.191-210.
  • NUNNALLY, J.C. (1978), Psychometric Theory. NewYork: McGraw-Hill.
  • OZSOMER, A. and CAVUSGIL, T.S. (1991), “Country-of-Origin Effects on Product Evaluations: A Sequel to Bilkey And Nes’ Review”, Proceedings of the American Marketing Association. Michael C. Gilley, ed., s.269-277.
  • PAPPU, R. and QUESTER, P. (2010), “Country Equity: Conceptualization and Empirical Evidence”, International Business Review, 19, 3, s.276-291.
  • PAPPU, R.; QUESTER, P. G. and COOKSEY, R.W. (2007), “Country Image and Consumer-Based Brand Equity: Relationships and Implications for International Marketing”, Journal of International Business Studies, 38(4), s.726–745.
  • PETERSON, R.A. and JOLIBERT, A.J.P. (1995), “A Meta-Analysis of Country-of-Origin Effects”, Journal of International Business Studies, 26 (4), s.883-897.
  • SHARMA P. (2011), “Country of Origin Effects in Developed and Emerging Markets: Exploring The Contrasting Roles of Materialism and Value Consciousness”, Journal of International Business Studies, 42(2), s.285-306.
  • VERLEGH, P.W.J. and STEENKAMP, J-B.E.M. (1999), “A Review And Meta-Analysis of Country-of-Origin Research”, Journal of Economic Psychology, 20(5), s.521–546.
  • WALL, M.; LIEFELD, J. ve HESLOP, L.A. (1991), “Impact of Country-of-Origin Cues on Consumer Judgments in Multi-Cue Situations: A Covariance Analysis”, Journal of the Academy of Marketing Science, Vol. 19, s.105-113.
  • YASIN,N.M.; NOOR,M.N. and MOHAMAD, O. (2007), “Does Image of Country of Origin Matter to Brand Equity”, Journal of Product and Brand Management, 2007, 16, 1, s.38-48.
  • YENIYURT, S.; HENKE, J.W. and CAVUSGIL, E. (2012), “Integrating Global and Local Procurement for Superior Supplier Working Relations”, International Business Review, Vol. 22 (2), s.351-362.
  • YOO, B. and DONTHU N. ( 2001), “Developing and Validating A Multidimensional Consumer-Based Brand Equity Scale”, Journal of Business Research 52(1), s.1-14.
  • ZEUGNER-ROTH, K.P.; DIAMANTOPOULOS, A. and MONTESINOS. M.A. (2008), “Home Country Image, Country Brand Equity and Consumers‟ Product Preferences”, Management International Review, 48(5), s.578-602.

ÜLKE İMAJI TÜKETİCİLERİN KALİTE ALGILAMALARINI NASIL ETKİLER?

Yıl 2014, Cilt: 15 Sayı: 2, 101 - 116, 03.07.2014

Ahmet Bayraktar Ramazan Kurtoğlu

Öz

Bu çalışmanın temel amacı, ülke imajının tüketcilerin kalite algılamalarını etkileyip etkilemediğini incelemektir. Bu etkinin farklı kültürlerde ve farklı ürün kategorilerinde geçerli olup olmadığını da incelemek çalışmanın diğer bir amacıdır. Çalışmada anket yöntemi kullanılarak, kolayda örnekleme yoluyla belirlenen, Türkiye ve A.B.D.’de okuyan lisans ve yüksek lisans öğrencilerinden oluşan bir örneklemden veriler toplanmıştır. Verilerin analizinde güvenilirlik analizi, doğrulayıcı faktör analizi ve yapısal eşitlik modeli kullanılmıştır. Bulgular, mikro ülke imajının tüketicilerin ürünler hakkındaki kalite algılamalarını anlamlı ve pozitif yönde etkilediğini göstermektedir. Bulgular, makro ülke imajı ve algılanan marka kalitesi arasında doğrudan bir ilişki olmadığını da göstermektedir. Önceki menşe ülke çalışmalarından farklı olarak sonuçlar, makro ülke imajının mikro ülke imajını anlamlı ve pozitif yönde etkilediğini göstermektedir. Bu çalışma, ülke imajı stratejik yönetiminin ve öneminin kabul edilmesinin, başarılı bir küresel pazarlama için kilit rol oynayacağını ve olumlu ülke imajının, küresel rekabetin daha da artmasının beklendiği önümüzdeki yıllarda, küresel pazarlarda markanın rekabet avantajının önemli bir parçasını oluşturacağını ortaya koymaktadır. 

Anahtar Kelimeler

Ülke imajı menşe ülke algılanan marka kalitesi yapısal eşitlik modeli How Does Country Image Influence Consumers’ Quality Perceptions?

Kaynakça

  • AGARWAL, M.K. and RAO, V.R. (1996), “An Empirical Comparison of Consumer Based Measures of Brand Equity”, Marketing Letters, Vol. 7, No 3, s.237-247.
  • VEERSON, J.R. (1976), Language, Memory and Thought, Hillsdale, NJ: Erlbaum.
  • AUGER, P.; DEVINNEY, T.M.; LOUVIERE, J.J. and BURKE, P.F. (2010), “The Importance of Social Product Attributes in Consumer Purchasing Decisions: A Multi-Country Comparative Study”, International Business Review. 19, 2, s.140-159.
  • AURIER, P. and FORT, F. (2007), “The Effects of Perceived Congruity between Origin, Brand and Product on The Purchase Intention of a Branded Product of Origin”, Advances in Consumer Research, Vol. 34, 55-63.
  • BAGOZZI, R.P., YOUJAE, Y. & LYNN, W.P. (1991), “Assessing Construct Validity in Organizational Research”, Administrative Science Quarterly, Vol. 36, s.421-458.
  • BALABANIS, G. and DIAMANTOPOULOS, A. (2004), “Domestic Country Bias, Country-of-Origin Effects, and Consumer Ethnocentrism: A Multidimensional Unfolding Approach”, Journal of the Academy of Marketing Science, 32 (1): s.80-95.
  • BALDAUF, A.; DIAMANTOPOULOS A., CRAVENS K.S. and ZEUGNER-ROTH K.P. (2009), “The Impact of Product-Country Image and Marketing Efforts on Retailer-Perceived Brand Equity: An Empirical Analysis”, Journal of Retailing, 85, 4, s.437-452.
  • BATRA, R., RAMASWAMY, V., ALDEN, D. L., STEENKAMP, J.-E. B. M. ve RAMACHVEER, S. (2000), “Effects of Brand Local and Nonlocal Origin On Consumer Attitudes in Developing Countries”, Journal of Consumer Psychology, 9(2), s.83–95.
  • BAYRAKTAR, A. (2013a), Understanding the Effect of Country Equity on Consumer-based Brand Equity: A Foundation to Country Branding Strategies, Doctoral Dissertation, Rutgers Business School, Newark, NJ.
  • BAYRAKTAR, A. (2013b), “When Is The Country of Origin of a Brand a Weakness in Global Markets?”, International Journal of Management Research and Review, Volume 3 (8), s.3199 – 3210.
  • BILKEY, W. J. and NES, E. (1982), “Country-of-Origin Effects on Product Evaluations”, Journal of International Business Studies, 13(1), s.89–99.
  • CATTIN, P.; JOLIBERT, A. and LOHNES, C. (1982), “A Cross-
  • Cultural Study of “made in” Concepts,” Journal of International Business Studies. Winter, s.131-141.
  • CHOWDHURY, H. and AHMED, J. (2009), “An Examination of The Effects of Partitioned Country of Origin on Consumer Product Quality Perceptions”, International Journal of Consumer Studies, 33(4), s.496-502.
  • CHOWDHURY, MD, K.H. and BISWAS, MS. K. (2011), “The Effects of Country Associations and Price on Consumer Quality Perceptions: A Cognitive Information Processing Perspective”, International Journal of Management, 28, 1, s.111-126.
  • CHURCHILL, G.A.(1979), “A Paradigm For Developing Better Measures of Marketing Constructs”, Journal of Marketing Research, Vol. 16, s.64–73.
  • ERICKSON, G.M.; JOHNY K. J. and PAUL C. (1984), “Image Variables in Multi-Attribute Product Evaluations: Country-of-Origin Effects”, Journal of Consumer Research, 11 (2), s.694-699.
  • ETTENSON, R.; JANET W. and GARY G. (1988), “Evaluating the Effects of Country of Origin and the “Made in the USA” Campaign: A Conjoint Approach”, Journal of Retailing, 64 (1), s.85-100.
  • HAN, C. M. (1989), “Country Image: Halo or Summary Construct?”, Journal of Marketing Research, 26(2), s.222–229.
  • HAN, C.M. & TERPSTRA, V. (1988), “Country-of-Origin Effects for Uni-National and Bi-National Products”, Journal of International Business Studies, 19, s.235–255.
  • HONG, S.T. and WYER, JR.R.S. (1989), “Effects of Country-of-Origin and Product Attribute on Product Evaluation: An Information Processing Perspectiand”, Journal of Consumer Research, 16 (September), s.175-187.
  • INSCH, G.S. and MCBRIDE, J.B. (1998), “Decomposing the Country-of-Origin Construct: An Empirical Test of Country of Design, Country of Parts, and Country of Assembly”, Journal of International Consumer Marketing, 10 (4), s.69-91.
  • IRWIN P. L.; JASPER, J.D.; JOHN D. M. and GARY J. G. (1993), “Attitudes Toward "Buy American First" and Preferences for American and Japanese Cars: A Different Role for Country-of-Origin Information”, Advances in Consumer Research, 20, s.625-629.
  • JIMENEZ, N.H. and MARTIN, S.S. (2010), “The Role of Country-of-Origin, Ethnocentrism and Animosity in Promoting Consumer Trust. The Moderating Role of Familiarity”, International Business Review, 19, s.34-45.
  • JOHANSSON J. K.; DOUGLAS S. P. and NONAKA I. (1985), “Assessing The Impact of Country of Origin on Product Evaluations: A New Methodological Perspective”, Journal of Marketing Research, 22, s.388-396.
  • JUN, J.W. and CHOI, C.W. (2007), “Effects of Country of Origin and Country Brand Attitude on Nonprescription Drugs”, Journal of Targeting, Measurement and Analysis for Marketing 15:4, s.234-243.
  • KLENOSKY, D.B.; BENET, S.B. and CHADRABA, P. (1996), “Assessing Czech Consumers’ Reactions to Western Marketing Practices: A Conjoint Approach”, Journal of Business Research, 36, s.189 198.
  • KOSCHATE-FISCHER, N.; DIAMANTOPOULOS, A. and OLDENKOTTE, K. (2012), “Are Consumers Really Willing to Pay More for Favorable Country Image? A Study of Country-of-Origin Effects on Willingness to Pay”, Journal of International Marketing, Vol. 20 (1), s.19-41.
  • LEE, D. and BAE, S. (1999), “Effects of Partitioned Country of Origin Information on Buyer Assessment of Binational Products”, Advances in Consumer Research, 26, s.344-51.
  • LI, W.-K. and WYER, JR., R.S. (1994), “The Role of Country of Origin in Product Evaluations: Informational and Standard-of-Comparison Effects”, Journal of Consumer Psychology, 3, s.187-212.
  • LI, W; LEUNG, K. and WYER, R.S. (1993), “The Roles of Country of Origin Information on Buyers' Product Evaluations: Signal or Attribute?”, Advances in Consumer Research, 20, s.684-689.
  • MACKAY, MARISA M. (2001), “Evaluation of Brand Equity Measures: Further Empirical Results”, The Journal of Product and Brand Management 10(1), s.38-51.
  • MANRAI, L.A.; DANA-NICOLETA L. and MANRAI, A.K. (1998), “Interactive Effects of Country of Origin and Product Category on Product Evaluations”, International Business Review, 7, s.591-615.
  • MARTIN, I.M. and EROGLU, S. (1993), “Measuring a Multi-dimensional Construct: Country Image”, Journal of Business Research, 28 (3), s.191-210.
  • NUNNALLY, J.C. (1978), Psychometric Theory. NewYork: McGraw-Hill.
  • OZSOMER, A. and CAVUSGIL, T.S. (1991), “Country-of-Origin Effects on Product Evaluations: A Sequel to Bilkey And Nes’ Review”, Proceedings of the American Marketing Association. Michael C. Gilley, ed., s.269-277.
  • PAPPU, R. and QUESTER, P. (2010), “Country Equity: Conceptualization and Empirical Evidence”, International Business Review, 19, 3, s.276-291.
  • PAPPU, R.; QUESTER, P. G. and COOKSEY, R.W. (2007), “Country Image and Consumer-Based Brand Equity: Relationships and Implications for International Marketing”, Journal of International Business Studies, 38(4), s.726–745.
  • PETERSON, R.A. and JOLIBERT, A.J.P. (1995), “A Meta-Analysis of Country-of-Origin Effects”, Journal of International Business Studies, 26 (4), s.883-897.
  • SHARMA P. (2011), “Country of Origin Effects in Developed and Emerging Markets: Exploring The Contrasting Roles of Materialism and Value Consciousness”, Journal of International Business Studies, 42(2), s.285-306.
  • VERLEGH, P.W.J. and STEENKAMP, J-B.E.M. (1999), “A Review And Meta-Analysis of Country-of-Origin Research”, Journal of Economic Psychology, 20(5), s.521–546.
  • WALL, M.; LIEFELD, J. ve HESLOP, L.A. (1991), “Impact of Country-of-Origin Cues on Consumer Judgments in Multi-Cue Situations: A Covariance Analysis”, Journal of the Academy of Marketing Science, Vol. 19, s.105-113.
  • YASIN,N.M.; NOOR,M.N. and MOHAMAD, O. (2007), “Does Image of Country of Origin Matter to Brand Equity”, Journal of Product and Brand Management, 2007, 16, 1, s.38-48.
  • YENIYURT, S.; HENKE, J.W. and CAVUSGIL, E. (2012), “Integrating Global and Local Procurement for Superior Supplier Working Relations”, International Business Review, Vol. 22 (2), s.351-362.
  • YOO, B. and DONTHU N. ( 2001), “Developing and Validating A Multidimensional Consumer-Based Brand Equity Scale”, Journal of Business Research 52(1), s.1-14.
  • ZEUGNER-ROTH, K.P.; DIAMANTOPOULOS, A. and MONTESINOS. M.A. (2008), “Home Country Image, Country Brand Equity and Consumers‟ Product Preferences”, Management International Review, 48(5), s.578-602.
Toplam 46 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Ahmet Bayraktar

Ramazan Kurtoğlu

Yayımlanma Tarihi 3 Temmuz 2014
Gönderilme Tarihi 3 Temmuz 2014
Yayımlandığı Sayı Yıl 2014Cilt: 15 Sayı: 2

Kaynak Göster

APA Bayraktar, A., & Kurtoğlu, R. (2014). ÜLKE İMAJI TÜKETİCİLERİN KALİTE ALGILAMALARINI NASIL ETKİLER?. Cumhuriyet Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 15(2), 101-116.
 Kapak Resmi İndir

Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı (CC BY NC) ile lisanslanmıştır.