The Effect of Brand Origin on Trust in Advertisement and Attitudes towards Advertisement: The Roles of Consumer Ethnocentrism, Cosmopolitanism and Xenocentrism

V. Özlem Akgün; Tuğçe Sancı; Selahattin Onur Karlık

doi:10.52642/susbed.1097017

TR EN

Marka Kökeninin Reklama Yönelik Güven ve Tutum Üzerindeki Etkisi: Tüketici Etnosentrizminin, Kozmopolitanizminin ve Ksenosentrizminin Rolü

Öz

Pazarlama sınırlarının her geçen gün genişlediği yoğun değişim ortamında, markalara yönelik güven ve sadakat, markaların başarısını etkilemektedir. Bu güven duygusunun altında sosyolojik unsurlar yatabilmektedir. Yeniçağın da gerektirdiği şekilde, pazarlama faaliyetlerini müşteri odaklı hale getirmek için bu sosyolojik unsurların incelenmesi önem arz etmektedir. Bu bağlamda, bu çalışmanın temel amacı, marka orijininin reklama yönelik tutum ve güven üzerindeki etkisinde, sosyoloji temelli kavramlar olan tüketici etnosentrizminin, ksenosentrizminin ve kozpolitanizminin rolünün incelenmesidir. Bu amaca yönelik olarak, çalışmada 2x2 gruplar arası deneysel tasarım dizayn edilmiştir. Bu nedenle, Türkiye ve Fransa kökenli olmak üzere iki farklı reklam görselinin yer aldığı iki ayrı anket ile 237 üniversite öğrencisinden veri toplanmıştır. Çalışmanın sonuçlarına göre, tüketici etnosentrizmi ve tüketici ksenosenterizminin boyutlarından algılanan yetersizlik, marka orijini ile reklama yönelik tutum ve güven arasındaki ilişkide düzenleyici bir etkiye sahiptir. Fakat tüketici kozmopolitanlığının ve tüketici ksenosentrizminin boyutlarından sosyal yüceltmenin söz konusu ilişkide düzenleyici bir etkiye sahip olmadığı sonucuna ulaşılmıştır. Çalışmanın yazına ve pazarlama uygulayıcılarına katkı sağlaması beklenmektedir.

Anahtar Kelimeler

Marka, Köken, Tutum, Reklam, Etnosentrizm, Ksenosentrizm, Kozmopolitanizm

The Effect of Brand Origin on Trust in Advertisement and Attitudes towards Advertisement: The Roles of Consumer Ethnocentrism, Cosmopolitanism and Xenocentrism

Öz

In an environment of intense change, where the boundaries of marketing are expanding day by day, trust and loyalty towards brands affect the success of brands. There may be sociological factors underlying this sense of trust. It is important to examine these sociological elements in order to make marketing activities customer-oriented, as required by the new age. In this context, the main purpose of this study is to examine the role of consumer ethnocentrism, xenocentrism, and cosmopolitanism -which are sociology-based concepts- in the effect of brand origin on attitude towards advertisement and trust in advertisement. For this purpose, a 2x2 between-subjects experimental design was established in the study. Therefore, data were collected from 237 undergraduate students via two separate surveys, which included two different advertisement images emphasizing Turkey and France origins. According to the results of the study, perceived inferiority -which is one of the dimensions of consumer xenocentrism- and consumer ethnocentrism have a moderating effect on the relationship between brand origin, attitude towards advertisement, and trust in advertisement. However, results also show that consumer social aggrandizement -one of the dimensions of consumer xenocentrism- and consumer cosmopolitanism do not moderate the aforesaid relationship. It is expected that the study will make theoretical and practical contributions.

Anahtar Kelimeler

Brand, Origin, Attitude, Advertising, Ethnocentrism, Xenocentrism, Cosmopolitanism

Kaynakça

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Ayrıntılar

Birincil Dil

İngilizce

Konular

-

Bölüm

Araştırma Makalesi

Yazarlar

V. Özlem Akgün
0000-0002-0597-7318
Türkiye

Tuğçe Sancı ^*
0000-0003-1873-2237
Türkiye

Selahattin Onur Karlık
0000-0003-3105-5103
Türkiye

Yayımlanma Tarihi

29 Ağustos 2022

Gönderilme Tarihi

4 Nisan 2022

Kabul Tarihi

6 Haziran 2022

Yayımlandığı Sayı

Yıl 2022 Sayı: 48

DOI

https://doi.org/10.52642/susbed.1097017

IZ

https://izlik.org/JA62FG98DN

APA

Akgün, V. Ö., Sancı, T., & Karlık, S. O. (2022). The Effect of Brand Origin on Trust in Advertisement and Attitudes towards Advertisement: The Roles of Consumer Ethnocentrism, Cosmopolitanism and Xenocentrism. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 48, 76-91. https://doi.org/10.52642/susbed.1097017

AMA

1.Akgün VÖ, Sancı T, Karlık SO. The Effect of Brand Origin on Trust in Advertisement and Attitudes towards Advertisement: The Roles of Consumer Ethnocentrism, Cosmopolitanism and Xenocentrism. SUSBED. 2022;(48):76-91. doi:10.52642/susbed.1097017

Chicago

Akgün, V. Özlem, Tuğçe Sancı, ve Selahattin Onur Karlık. 2022. “The Effect of Brand Origin on Trust in Advertisement and Attitudes towards Advertisement: The Roles of Consumer Ethnocentrism, Cosmopolitanism and Xenocentrism”. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, sy 48: 76-91. https://doi.org/10.52642/susbed.1097017.

EndNote

Akgün VÖ, Sancı T, Karlık SO (01 Ağustos 2022) The Effect of Brand Origin on Trust in Advertisement and Attitudes towards Advertisement: The Roles of Consumer Ethnocentrism, Cosmopolitanism and Xenocentrism. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 48 76–91.

IEEE

[1]V. Ö. Akgün, T. Sancı, ve S. O. Karlık, “The Effect of Brand Origin on Trust in Advertisement and Attitudes towards Advertisement: The Roles of Consumer Ethnocentrism, Cosmopolitanism and Xenocentrism”, SUSBED, sy 48, ss. 76–91, Ağu. 2022, doi: 10.52642/susbed.1097017.

ISNAD

Akgün, V. Özlem - Sancı, Tuğçe - Karlık, Selahattin Onur. “The Effect of Brand Origin on Trust in Advertisement and Attitudes towards Advertisement: The Roles of Consumer Ethnocentrism, Cosmopolitanism and Xenocentrism”. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 48 (01 Ağustos 2022): 76-91. https://doi.org/10.52642/susbed.1097017.

JAMA

1.Akgün VÖ, Sancı T, Karlık SO. The Effect of Brand Origin on Trust in Advertisement and Attitudes towards Advertisement: The Roles of Consumer Ethnocentrism, Cosmopolitanism and Xenocentrism. SUSBED. 2022;:76–91.

MLA

Akgün, V. Özlem, vd. “The Effect of Brand Origin on Trust in Advertisement and Attitudes towards Advertisement: The Roles of Consumer Ethnocentrism, Cosmopolitanism and Xenocentrism”. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, sy 48, Ağustos 2022, ss. 76-91, doi:10.52642/susbed.1097017.

Vancouver

1.V. Özlem Akgün, Tuğçe Sancı, Selahattin Onur Karlık. The Effect of Brand Origin on Trust in Advertisement and Attitudes towards Advertisement: The Roles of Consumer Ethnocentrism, Cosmopolitanism and Xenocentrism. SUSBED. 01 Ağustos 2022;(48):76-91. doi:10.52642/susbed.1097017