Kalite Algısının Küresel Marka İmajına Etkisinde Yerel Marka İmajının Aracılığı

Öz

Çalışma, kalite algısının küresel marka imajı üzerindeki etkisini ve bu ilişkide yerel marka imajının aracılık rolünü incelemeyi amaçlamaktadır. Araştırma, Türkiye’nin önemli üretim ve ihracat merkezlerinden biri olan Denizli’de faaliyet gösteren ihracatçı işletmeler bağlamında yürütülmüştür. Bu çerçevede çalışma, Denizli’nin küresel pazarlardaki genel konumunu ölçmekten ziyade, işletme temsilcilerinin kalite algısı, yerel marka imajı ve küresel marka imajına ilişkin değerlendirmeleri arasındaki ilişkileri analiz etmektedir. Araştırmanın örneklemini Denizli ihracat sektöründe faaliyet gösteren 510 işletme temsilcisi oluşturmaktadır. Veriler anket yöntemiyle toplanmış ve yapısal eşitlik modellemesi (YEM) yöntemiyle analiz edilmiştir. Analizler R programı kullanılarak gerçekleştirilmiştir. Bulgular, kalite algısının hem yerel marka imajı hem de küresel marka imajı üzerinde anlamlı ve pozitif bir etkisinin bulunduğunu göstermektedir. Ayrıca yerel marka imajının küresel marka imajı üzerinde anlamlı ve pozitif bir etkisi olduğu belirlenmiştir. Bulgular, kalite algısının küresel marka imajı üzerindeki etkisinde yerel marka imajının aracılık rolü üstlendiğini ortaya koymaktadır. Bu sonuçlar, ihracatçı işletmelerin uluslararası pazarlarda olumlu marka algısı oluşturabilmeleri için yalnızca ürün ve hizmet kalitesine değil, aynı zamanda faaliyet gösterdikleri yerel bağlamın marka imajına da önem vermeleri gerektiğini göstermektedir. Çalışma, ihracat sektörü özelinde kalite algısı, yerel marka imajı ve küresel marka imajı arasındaki ilişkileri birlikte ele alması bakımından ilgili literatüre katkı sunmaktadır.

Anahtar Kelimeler

• Kalite Algısı
• Marka
• Küresel Marka
• Küresel Marka İmajı
• R
• Yapısal Eşitlik Modellemesi

The Medıatory Of Local Brand Image In The Impact Of Qualıty Perceptıon On Global Brand Image

Öz

This study aims to examine the impact of quality perception on global brand image and the mediating role of local brand image in this relationship. The research was conducted within the context of exporting businesses operating in Denizli, one of Turkey's important production and export centers. In this framework, rather than measuring Denizli's overall position in global markets, the study analyzes the relationships between business representatives' perceptions of quality, local brand image, and global brand image. The sample consists of 510 business representatives operating in Denizli's export sector. Data were collected through a survey method and analyzed using structural equation modeling (SEM). The analyses were performed using the R program. The findings show that quality perception has a significant and positive effect on both local and global brand image. Furthermore, it was determined that local brand image has a significant and positive effect on global brand image. The findings reveal that local brand image plays a mediating role in the impact of quality perception on global brand image. These results demonstrate that exporting businesses need to prioritize not only product and service quality but also the brand image of their local context in order to build a positive brand perception in international markets. The study contributes to the relevant literature by examining the relationships between quality perception, local brand image, and global brand image within the context of the export sector.

Anahtar Kelimeler

• Quality Perception
• Brand
• Global Brand
• Global Brand İmage
• R
• Structural Equation Modeling

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