TÜKETİCİLERİN KÜRESELLEŞMEYE VE KÜRESEL MARKALARA YÖNELİK TUTUMLARININ MARKA GÜVENİ ÇERÇEVESİNDE İNCELENMESİ

Yıl 2020, Cilt: 38 Sayı: 2, 347 - 372, 29.06.2020

Oznur Özkan Tektaş İşıl Konya

https://doi.org/10.17065/huniibf.631779

Cited By: 1

Öz

Küreselleşmenin etkilerinin artan hızla devam etmesi, tüketicilerin küresel markalara yönelik olumlu tutum ve güven geliştirmelerinin önemini daha da artırmaktadır. Bu önemden hareketle, çalışmanın amacı, tüketicilerin küresel markaya yönelik tutum ve küreselleşmeye yönelik tutumlarının satın alma niyetleri üzerindeki doğrudan etkileriyle küresel marka güveninin bu ilişkideki aracılık rolünün incelenmesidir. Çalışmanın uygulaması sigortacılık sektöründe yapılmıştır. Çalışmanın modeli, 198 bireysel sigorta tüketicisinden anket aracılığıyla toplanan veri kullanılarak test edilmiştir. Uygulanan analizler sonucunda, küresel markaya ve küreselleşmeye yönelik olumlu tutumun, satın alma niyetini olumlu yönde etkilediği görülmüştür. Ayrıca, küresel marka güveninin, küresel markaya yönelik tutumun satın alma niyetine etkisine ve küreselleşmeye yönelik tutumun satın alma niyetine etkisine aracılık ettiği tespit edilmiştir. Çalışma, markaya duyulan güvenin, küreselleşmeye ve markaya yönelik tutum ile satın alma niyeti arasındaki aracılık etkisini incelemesi açısından literatüre katkıda bulunmaktadır.

Anahtar Kelimeler

Sigortacılık, Küresel Marka, Küreselleşme, Marka Güveni, Satın Alma Eğilimi

EXAMINING THE CONSUMERS’ ATTITUDES TOWARD GLOBALIZATION AND GLOBAL BRANDS IN THE CONTEXT OF BRAND TRUST

Öz

With the increasing effects of globalization, the importance of consumers’ positive attitudes and trust toward global brands has become critical. The aim of this study is to determine the direct effect of the attitude towards global brand and the attitude towards globalization on purchase intention and brand trust’s role as a mediator in these relationships. While testing the model, the primary data was gathered from 198 individual consumers. The results show that the positive attitude towards global brand and globalization affects customers’ intention to purchase positively. Moreover, it is revealed that brand trust has a mediator role on the relationship between attitude towards global brand and purchase intention and also between attitude towards globalization and purchase intention. This research contributes to the existing literature by examining the mediating role of trust towards global brands in the relationship among globalization, attitude toward global brands and purchase intentions of consumers.

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