Understandıng Consumers’ Country-Based Posıtıve And Negatıve Emotıons Toward The Wıllıngness To Buy Foreıgn Brands: Case Of Turkey And Congo

Yıl 2024, Cilt: 7 Sayı: 2, 12 - 29

Sevtap Ünal , Paterne Mıcha Mbelanganı Mban

https://doi.org/10.54472/jobig.1569599

Öz

This research investigated the impact of negative and positive emotions of consumers towards foreign
products. Based on this, the study investigated the impact of Congolese and Turkish consumers’ negative
(considered as animosity) and positive emotions (considered as affinity, internationalism and xenophilia)
towards French and American products. Also, the study investigated the effects of internationalism and
xenophilia on consumer affinity and product judgement, the effect of the country of origin, consumer
animosity and consumer affinity on product judgment and the willingness to buy French and American
products. The study also investigated the moderator effect of the lack of domestic alternatives in the relation
between product judgment and the willingness to buy French and American products. Findings indicated
that both positive and negative emotions can impact perception of foreign products, but positive emotions
tend to have a greater influence. Our research also revealed that Congolese and Turkish consumers may
have different attitudes towards foreign products and varying levels of globalisation.

Anahtar Kelimeler

Consumer Affinity, Consumer animosity, Country-of-Origin, Xenophilia, Internationalism, Product Judgment, Willingness to Buy, Lack of Domestic Alternatives.

Tüketicilerin Yabancı Markalı Ürün Tercih Etmelerinde Ülke Odaklı Olumlu-Olumsuz Duyguların Rolü; Türkıye- Kongo Örneği

Öz

Bu araştırma, tüketicilerin olumsuz ve olumlu duygularının yabancı ürünlere etkisini araştırmıştır. Buna dayanarak, çalışma Kongolu ve Türk tüketicilerin Fransız ve Amerikan ürünlerine yönelik olumsuz (düşmanlık olarak kabul edilen) ve olumlu duygularının (yakınlık, enternasyonalizm olarak kabul edilen) etkisini araştırdı. Ayrıca çalışma, enternasyonalizmin, tüketici yakınlığı ve ürün yargısı üzerindeki etkilerini, menşe ülkenin, tüketici düşmanlığının ve tüketici yakınlığının ürün yargısı üzerindeki etkisini ve Fransız ve Amerikan ürünlerini satın alma isteğini araştırmıştır. Çalışma ayrıca, ürün yargısı ile Fransız ve Amerikan ürünlerini satın alma isteği arasındaki ilişkide yerli alternatiflerin bulunmamasının moderatör etkisini araştırdı. Bulgular, hem olumlu hem de olumsuz duyguların yabancı ürün algısını etkileyebileceğini, ancak olumlu duyguların daha büyük bir etkiye sahip olma eğiliminde olduğunu göstermiştir. Araştırmamız ayrıca Kongolu ve Türk tüketicilerin yabancı ürünlere ve değişen küreselleşme seviyelerine karşı farklı tutumlara sahip olabileceğini ortaya koydu.

Anahtar Kelimeler

Tüketici hayranlığı, Tüketici düşmanlığı, Menşei ülke imajı, Yabancı düşmanlığı, Uluslararasılaşma, Ürün yargısı, Satın alma isteği, Yerli alternatif eksikliği

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