Araştırma Makalesi
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KURUMSAL SOSYAL SORUMLULUK ÇALIŞMALARINDA MARKA UYUMU VE ALGILANAN SOSYAL İKİYÜZLÜLÜK

Yıl 2021, , 121 - 141, 26.07.2021
https://doi.org/10.30794/pausbed.796337

Öz

Artan çevresel sorunlar, küresel krizler ve sosyal problemler nedeniyle, işletmelerin kurumsal sosyal sorumluluk (KSS) faaliyetleri çok önemli hale gelmiştir. Diğer taraftan, işletmenin faaliyet alanı ile KSS çabaları arasında uyum olmadığında, tüketiciler KSS aksiyonlarını ikiyüzlü olarak algılayabilmektedir. Bu çalışmanın amacı, marka-KSS uyumunun, tutum aracı değişkeni üzerinden satın alma niyeti üzerindeki etkisini ve algılanan sosyal ikiyüzlülüğün marka-KSS uyumu ve marka tutumu ilişkisi üzerindeki rolünü incelemektir. Araştırma modeli, deneysel serim ile test edilmiştir. Marka-KSS uyumu yüksek olduğunda markaya yönelik tutumun, marka-KSS uyumunun düşük olduğu duruma kıyasla daha olumlu olduğu bulunmuştur. Marka-KSS uyumunun yüksek olması, markaya yönelik tutumu ve satın alma niyetini olumlu etkilemektedir. Marka-KSS uyumunun düşük olduğu deney grubunun markaya yönelik tutumu da hiçbir KSS faaliyetinden bahsedilmeyen kontrol grubuna göre daha pozitiftir. Marka-KSS uyumunun satın alma niyetini doğrudan etkilemediği, tutum değişkeninin aracılık etkisi üzerinden dolaylı bir etkiye sahip olduğu belirlenmiştir. Algılanan ikiyüzlülüğün marka-KSS uyumu ve marka tutumu ilişkisindeki düzenleyici etkisinin anlamlı olmadığı görülmüştür.

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Toplam 68 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Finans
Bölüm Makaleler
Yazarlar

Elif Güner 0000-0003-0665-5641

Yayımlanma Tarihi 26 Temmuz 2021
Kabul Tarihi 3 Aralık 2020
Yayımlandığı Sayı Yıl 2021

Kaynak Göster

APA Güner, E. (2021). KURUMSAL SOSYAL SORUMLULUK ÇALIŞMALARINDA MARKA UYUMU VE ALGILANAN SOSYAL İKİYÜZLÜLÜK. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(45), 121-141. https://doi.org/10.30794/pausbed.796337
AMA Güner E. KURUMSAL SOSYAL SORUMLULUK ÇALIŞMALARINDA MARKA UYUMU VE ALGILANAN SOSYAL İKİYÜZLÜLÜK. PAUSBED. Temmuz 2021;(45):121-141. doi:10.30794/pausbed.796337
Chicago Güner, Elif. “KURUMSAL SOSYAL SORUMLULUK ÇALIŞMALARINDA MARKA UYUMU VE ALGILANAN SOSYAL İKİYÜZLÜLÜK”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, sy. 45 (Temmuz 2021): 121-41. https://doi.org/10.30794/pausbed.796337.
EndNote Güner E (01 Temmuz 2021) KURUMSAL SOSYAL SORUMLULUK ÇALIŞMALARINDA MARKA UYUMU VE ALGILANAN SOSYAL İKİYÜZLÜLÜK. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 45 121–141.
IEEE E. Güner, “KURUMSAL SOSYAL SORUMLULUK ÇALIŞMALARINDA MARKA UYUMU VE ALGILANAN SOSYAL İKİYÜZLÜLÜK”, PAUSBED, sy. 45, ss. 121–141, Temmuz 2021, doi: 10.30794/pausbed.796337.
ISNAD Güner, Elif. “KURUMSAL SOSYAL SORUMLULUK ÇALIŞMALARINDA MARKA UYUMU VE ALGILANAN SOSYAL İKİYÜZLÜLÜK”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 45 (Temmuz 2021), 121-141. https://doi.org/10.30794/pausbed.796337.
JAMA Güner E. KURUMSAL SOSYAL SORUMLULUK ÇALIŞMALARINDA MARKA UYUMU VE ALGILANAN SOSYAL İKİYÜZLÜLÜK. PAUSBED. 2021;:121–141.
MLA Güner, Elif. “KURUMSAL SOSYAL SORUMLULUK ÇALIŞMALARINDA MARKA UYUMU VE ALGILANAN SOSYAL İKİYÜZLÜLÜK”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, sy. 45, 2021, ss. 121-4, doi:10.30794/pausbed.796337.
Vancouver Güner E. KURUMSAL SOSYAL SORUMLULUK ÇALIŞMALARINDA MARKA UYUMU VE ALGILANAN SOSYAL İKİYÜZLÜLÜK. PAUSBED. 2021(45):121-4.