YERLİ DİJİTAL PLATFORMLARDA ALGILANAN MARKA YERELLİĞİNİN MARKA TERCİHİ ÜZERİNDEKİ ETKİSİ VE ALGILANAN FİYAT DEĞERİ, ALGILANAN KALİTE DEĞERİ VE TÜKETİCİ BENLİK UYUMUNUN BU ETKİDEKİ MODERATÖR ROLÜ

Öz

Bu çalışmada; yerli dijital platformların algılanan marka yerelliğinin, marka tercihine etkisinde; algılanan fiyat değeri, algılanan kalite değeri ve tüketici benlik uyumu değişkenlerinin moderatör rolü incelenmiştir. Çalışmanın hareket noktası, özellikle global markalar için kolay kolay taklit edilemeyen “yerellik algısının” yerli markalara sağlayabileceği rekabet avantajıdır. Bunun üzerine, dijital yayın platformu kullanan 803 kişiye kolayda örneklem yoluyla ulaşılmış; ancak bunların yalnızca 412’sinin yerli dijital yayın platformu kullanıcısı olması üzerine 412 geçerli anket kullanılmıştır. Veriler toplandıktan sonra; faktör analizi, güvenilirlik analizi, korelasyon analizi, basit doğrusal regresyon analizi kullanılmıştır. Ayrıca, moderatör etki tespiti için SPSS Process programı kullanılarak veri analizi yapılmıştır. Sonuçta, algılanan marka yerelliğinin marka tercihini pozitif yönde ve istatistiki olarak anlamlı etkilediği bulunmuştur. Bununla birlikte; algılanan kalite değeri, algılanan fiyat değeri ve tüketici benlik uyumunun bu etkide moderatör rol oynadığı gözlemlenmiştir.

Anahtar Kelimeler

• Algılanan Marka Yerliliği
• Marka Tercihi
• Tüketici Benlik Uyumu
• Algılanan Fiyat Değeri
• Algılanan Kalite Değeri

THE EFFECT OF PERCEIVED BRAND LOCALNESS ON BRAND PREFERENCE FOR DOMESTIC DIGITAL PLATFORMS AND THE MODERATOR ROLE OF PERCEIVED PRICE VALUE, PERCEIVED QUALITY VALUE AND CONSUMER SELF-CONGRUITY IN THIS EFFECT

Abstract

In this study, the moderator role of perceived price value, perceived quality value and self-congruity variables in the effect of perceived brand localness on brand preference of domestic digital platforms were examined. This study is based on the assumption that the "perception of domesticity", which cannot be easily imitated by global brands, can provide a significant competitive advantage for domestic digital brands. On top of that, 803 people were reached; however, as only 412 of them have a domestic digital platform, the survey was completed with 412 people. After data collection, data analysis was performed via SPSS using factor analysis, reliability analysis, correlation analysis, simple linear regression analysis. In order to find the modetator effect, SPSS process analysis also were used. As a result, it has been found that perceived brand localness affects brand preference positively and statistically significant. In addition; It has been observed that perceived quality value, perceived price value and self-congruity play a moderator role in this effect.

Keywords

• Perceived Brand Localness
• Brand Preference
• Self-congruity
• Perceived Price Value
• Perceived Quality Value

Kaynakça

1. Alden, D. L., Steenkamp, J. B. E., & Batra, R. (1999). Brand positioning through advertising in Asia, North America, and Europe: The role of global consumer culture. Journal of marketing, 63(1), 75-87.
2. Belk, R. W. (1988). Possessions and the extended self. . Journal of consumer research, 15(2), 139-168.
3. Cohen, J. (2013). Statistical power analysis for the behavioral sciences. Academic press.
4. de Reuver, M., Sørensen, C., & Basole, R. C. (2018). The digital platform: a research agenda. . Journal of Information Technology, 33(2), 124-135.
5. Diamantopoulos, A., Arslanagic-Kalajdzic, M., & Obradovic, J. (2016). Does Brand Globalness Consistently Results in Superior Brand Evaluations? Experimental Evidence. In AMA Winter Educators' Conference Proceedings, (Vol. 27, pp. 18-19).
6. Dimofte, C. V., Johansson, J. K., & Ronkainen, I. A. (2008). Cognitive and affective reactions of US consumers to global brands. . Journal of International Marketing, 16(4), 113-135.
7. Dolich, I. J. (1969). Congruence relationships between self images and product brands. Journal of marketing research, , 6(1), 80-84.
8. Durvasula, S., Andrews, J. C., & Netemeyer, R. G. (1997). A cross-cultural comparison of consumer ethnocentrism in the United States and Russia. Journal of International Consumer Marketing.

9. Ebrahim, R., Ghoneim, A., Irani, Z., & Fan, Y. (2016). A brand preference and repurchase intention model: the role of consumer experience. Journal of Marketing Management, 2(13-14), 1230-1259.
10. Eryigit, C., & Sunaoglu, S. K. (2017). The effects of perceived brand globalness and local iconness on brand prestige and perceived quality: The role of consumers’ cultural identity. Management and Marketing Journal, , 15(2), 7-21.
11. Ger, G. (1999). Localizing in the global village: Local firms competing in global markets. California Management Review,, 41(4), 64-83.
12. Ger, G., Belk, R. W., & Lascu, D. N. (1993). The development of consumer desire in marketizing and developing economies: The cases of Romania and Turkey. Advances in consumer research,, 20, 102-107.
13. Goriparthi, R. K., & Tallapally, M. (2017). Consumers' attitude in green purchasing. . FIIB Business review, , 6(1), 34-44.
14. Güner, E., Yerden, N. K., & Öztek, M. Y. (2020). MARKA DENKLİĞİ İLE SATIN ALMA NİYETİ ARASINDAKİ İLİŞKİDE MARKA TERCİHİNİN ÖNEMİ VE MOBİL TELEFON SEKTÖRÜ ÜZERİNE BİR ARAŞTIRMA. Öneri Dergisi.
15. Hellier, P. K., Geursen , G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention. . European journal of marketing.
16. Hogg, M. A., Terry, D. J., & White, K. M. (1995). A tale of two theories: A critical comparison of identity theory with social identity theory. . Social psychology quarterly, 255-269.
17. Holt, D. B., Quelch, J. A., & Taylor, E. L. (2004). How global brands compete. . Harvard business review, , 82(9), 68-75.
18. İbrahim, E., & Gomez, K. (2017). Factors Influencing Consumer Preference of Global and Local Brands in Hospitality Industry.
19. Jamal, A., & Goode, M. M. (2001). Consumers and brands: a study of the impact of self‐image congruence on brand preference and satisfaction. Marketing Intelligence & Planning.
20. Kapoor, R. (2018). Ecosystems: broadening the locus of value creation. . Journal of Organization Design, 7(1), 1-16.
21. Karaduman, S., & Aciyan, E. P. (2019). Netflix’in İlk Türk Dizisi “Hakan Muhafiz” Üzerine Bir Alımlama Analizi. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, (32), 669-687.
22. Koyuncu, E. (2017). TV YAYINCILIĞI ALANINDAKİ DİJİTAL TV PLATFORMLARI SOSYAL PAYLAŞIM AĞLARINI NEDEN KULLANIRLAR? Trakya Üniversitesi Sosyal Bilimler Dergisi, 19(1), 315-335.
23. Lee, M. Y., Knight, D., & Kim, Y. K. (2008). Brand analysis of a US global brand in comparison with domestic brands in Mexico, Korea, and Japan. Journal of product & brand management.
24. Levy, S. J. (1959). Symbols for sale. . Harvard business review.
25. Liu, Y., Tsai, W. S., & Tao, W. (2020). The interplay between brand globalness and localness for iconic global and local brands in the transitioning Chinese market. . Journal of International Consumer Marketing,, 32(2), 128-145.
26. Lusch, R. F., & Nambisan, S. (2015). Service innovation. . MIS quarterly,, 39(1), 155-176.
27. Malhotra, N. K. (1988). Self concept and product choice: An integrated perspective. Journal of Economic Psychology, , 9(1), 1-28.
28. Mandler, T., Bartsch, F., & Han, C. M. (2020). Brand credibility and marketplace globalization: The role of perceived brand globalness and localness. Journal of International Business Studies, , 1-32.
29. McIntyre, D. P., & Srinivasan, A. (2017). Networks, platforms, and strategy: Emerging views and next steps. . Strategic management journal,, 38(1), 141-160.
30. Mikos, L. (2016). Digital media platforms and the use of TV content: Binge watching and video-on-demand in Germany. . Media and Communication, 4(3), 154-161.
31. Mohan, M., Brown, B. P., Sichtmann, C., & Schoefer, K. (2018). Perceived globalness and localness in B2B brands: A co-branding perspective. Industrial Marketing Management, , 72, 59-70.
32. Nguyen, A. H., & Alcantara, L. L. (2020). The interplay between country-of-origin image and perceived brand localness: An examination of local consumers’ response to brand acquisitions by emerging market firms. Journal of Marketing Communications,, 1-20.
33. Okmeydan, B. (2020). DİJİTAL YAYIN PLATFORMLARININ SOSYAL MEDYA ANALİZİ: NETFLIX, BLUTV. INTERNATIONAL ASIAN CONGRESS ON CONTEMPORARY SCIENCES-IV.
34. ÖRS, M. (2019). ORGANİK ÜRÜN SATINALMA NİYETİNE ETKİ EDEN FAKTÖRLERDE FİYAT ALGISININ DÜZENLEYİCİ ROLÜ. . Business & Management Studies: An International Journal,, 7(2), 891-925.
35. Özsomer, A. (2012). The interplay between global and local brands: A closer look at perceived brand globalness and local iconness. . Journal of International Marketing, 20(2), 72-95.
36. Park, C. W., Eisingerich, A. B., & Park, J. W. (2013). From brand aversion or indifference to brand attachment: Authors' response to commentaries to Park, Eisingerich, and Park's brand attachment–aversion model. Journal of Consumer Psychology, 23(2), 269-274.
37. Randrianasolo, A. A. (2017). Global brand value in developed, emerging, and least developed country markets. . Journal of Brand Management,, 24(5), 489-507.
38. Sharma, S., Shimp, T. A., & Shin, J. (1994). Consumer ethnocentrism: A test of antecedents and moderators. Journal of the academy of marketing science.
39. Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of marketing research, 24(3), 280-289.
40. Shu, S. T., Strombeck, S., & Hsieh, C. L. (2013). Consumer ethnocentrism, self-image congruence and local brand preference: A cross-national examination. Asia Pacific Management Review.
41. Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of consumer research.
42. Sirgy, M. J., Grewal, D., Mangleburg, T. F., Park, J. O., Chon, K. S., Claiborne, C. B., & Berkman, H. (1997). Assessing the predictive validity of two methods of measuring self-image congruence. . Journal of the academy of marketing science,, 25(3), 229-241.
43. Steenkamp, J. E., & De Jong, M. G. (2010). A global investigation into the constellation of consumer attitudes toward global and local products. Journal of Marketing, 74(6), 18-40.
44. Steenkamp, J. E., Batra, R., & Alden, D. L. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34(1), 53-65.
45. Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. . Journal of retailing,, 77(2), 203-220.
46. Swoboda, B., Pennermann, K., & Taube, M. (2012). The effects of perceived brand globalness and perceived brand localness in China: Empirical evidence on Western, Asian, and domestic retailers. Journal of International Marketing.
47. Tiwana, A. (2018). Platform synergy: Architectural origins and competitive consequences. Information Systems Research, 29(4), 829-848.
48. Westjohn, S. A., Singh, N., & Magnusson, P. (2012). Responsiveness to global and local consumer culture positioning: A personality and collective identity perspective. Journal of International Marketing, , 20(1), 58-73.
49. Winit, W., Gregory, G., Cleveland, M., & Verlegh, P. (2014). Global vs local brands: how home country bias and price differences impact brand evaluations. . International Marketing Review.
50. Xie, Y., Batra, R., & Peng, S. (2015). An extended model of preference formation between global and local brands: The roles of identity expressiveness, trust, and affect. Journal of International Marketing, 23(1), 50-71.
51. Yeboah-Banin, A. A., & Quaye, E. S. (2021). Pathways to Global versus Local Brand Preferences: The Roles of Cultural Identity and Brand Perceptions in Emerging African Markets. Journal of Global Marketing, , 1-20.
52. Zeithaml, V. A. (1988). Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing,, 52(3), 2-22.