THE EFFECT OF NATIONAL BRAND SENSITIVITY AND BRAND AWARENESS ON PURCHASE INTENTION

Öz

This research aims to examine the effect of national brand sensitivity on consumers' purchase intention within the scope of consumer ethnocentrism. In addition, the study aims to test the effect of brand awareness on consumers' purchase intention. The research population consists of users who actively follow the ten white goods brands of Turkish origin, which have the highest number of followers on Facebook and Instagram. Data from 615 participants through online surveys were analyzed using Structural Equation Modeling (AMOS 24.0). As a result of the research, it was determined that national brand sensitivity has a significant effect on consumers' brand awareness and purchase intentions. In addition, research findings show that brand awareness positively affects consumers' purchase intentions. Moreover, it has been determined that brand awareness has a mediating role in the effect of national brand awareness on consumers' purchasing intentions. The research results show that marketing actions aimed at consumers with national brand sensitivity for white goods brands of Turkish origin are functional in increasing brand awareness and encouraging consumers to buy.

Anahtar Kelimeler

• National Brand Sensitivity
• Brand Awareness
• Purchase Intention
• White Goods Industry.

MİLLİ MARKA DUYARLILIĞI VE MARKA FARKINDALIĞININ SATIN ALMA NİYETİNE ETKİSİ

Öz

Bu araştırmanın amacı, tüketici etnosentrizmi kapsamında millî marka duyarlılığının tüketicilerin satın alma niyetine etkisini incelemektir. Buna ek olarak, araştırmada marka farkındalığının tüketicilerin satın alma niyetine etkisinin test edilmesi amaçlanmaktadır. Araştırmanın evrenini, sosyal medyada en fazla takipçi sayısına sahip Türk menşeli on beyaz eşya markasını Facebook ve Instagram’da aktif olarak takip eden kullanıcılar oluşturmaktadır. Çevrim içi anketler vasıtasıyla 615 katılımcıdan elde edilen veriler, Yapısal Eşitlik Modellemesi (AMOS 24.0) kullanılarak analiz edilmiştir. Araştırma sonucunda, millî marka duyarlılığının tüketicilerin marka farkındalığı ve satın alma niyetleri üzerinde anlamlı bir etkiye sahip olduğu belirlenmiştir. Buna ek olarak, analiz sonuçları marka farkındalığının tüketicilerin satın alma niyetlerini pozitif etkilediğini göstermektedir. Dahası, araştırma sonucunda marka farkındalığının millî marka duyarlılığının tüketicilerin satın alma niyetlerine etkisinde aracılık rolüne sahip olduğu tespit edilmiştir. Bu araştırmada ulaşılan sonuçlar, Türk menşeli beyaz eşya markaları için millî marka hassasiyetine sahip tüketicilere yönelik pazarlama eylemlerinin marka farkındalığını artırmada ve tüketicileri satın almaya teşvik etmede işlevsel olduğunu göstermektedir.

Anahtar Kelimeler

• Milli Marka Duyarlılığı
• Marka Farkındalığı
• Satın Alma Niyeti
• Beyaz Eşya Sektörü

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