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TÜKETİCİLERİN KÜRESELLEŞMEYE VE KÜRESEL MARKALARA YÖNELİK TUTUMLARININ MARKA GÜVENİ ÇERÇEVESİNDE İNCELENMESİ

Year 2020, , 347 - 372, 29.06.2020

Oznur Özkan Tektaş , İşıl Konya

https://doi.org/10.17065/huniibf.631779
Cited By: 1

Abstract

Küreselleşmenin etkilerinin artan hızla devam etmesi, tüketicilerin küresel markalara yönelik olumlu tutum ve güven geliştirmelerinin önemini daha da artırmaktadır. Bu önemden hareketle, çalışmanın amacı, tüketicilerin küresel markaya yönelik tutum ve küreselleşmeye yönelik tutumlarının satın alma niyetleri üzerindeki doğrudan etkileriyle küresel marka güveninin bu ilişkideki aracılık rolünün incelenmesidir. Çalışmanın uygulaması sigortacılık sektöründe yapılmıştır. Çalışmanın modeli, 198 bireysel sigorta tüketicisinden anket aracılığıyla toplanan veri kullanılarak test edilmiştir. Uygulanan analizler sonucunda, küresel markaya ve küreselleşmeye yönelik olumlu tutumun, satın alma niyetini olumlu yönde etkilediği görülmüştür. Ayrıca, küresel marka güveninin, küresel markaya yönelik tutumun satın alma niyetine etkisine ve küreselleşmeye yönelik tutumun satın alma niyetine etkisine aracılık ettiği tespit edilmiştir. Çalışma, markaya duyulan güvenin, küreselleşmeye ve markaya yönelik tutum ile satın alma niyeti arasındaki aracılık etkisini incelemesi açısından literatüre katkıda bulunmaktadır.

Keywords

Sigortacılık Küresel Marka Küreselleşme Marka Güveni Satın Alma Eğilimi

References

  • Aaker, D. A. (1991). Managing brand equity. New York: Free Press.
  • Alden, D. L., Kelley, J. B., Riefler, P., Lee, J. A., Soutar, G. N. (2013). “The Effect of Global Company Animosity on Global Brand Attitudes in Emerging and Developed Markets: Does Perceived Value Matter?”, Journal of International Marketing. 21(2), 17-38.
  • Alden, D. L., Steenkamp, J. B., Batra, R. (2006). “Consumer attitudes toward marketplace globalization: Structure, antecedents, and consequences.” International Journal of Research in Marketing 23 (3), 227−239.
  • Aydeniz, N., Silinir, M., Karhan, G. (2012). “Küreselleşme Olgusuna Temel Yaklaşımlar”. Batman Üniversitesi Yaşam Bilimleri Dergisi, 1(1), 1013-1023.
  • Ballester, E. D., Munuera-Aleman, J.L. (2001). “Brand Trust in The Context of Consumer Loyalty”. European Journal of Marketing. 35 (11-12), 1238-1258.
  • Bartsch, F., Diamantopoulos, A., Paparoidamis, N. G., Chumpitaz, R. (2016). “Global brand ownership: The mediating roles of consumer attitudes and brand identification”, Journal of Business Research, 69(9), 3629-3635.
  • Baskıcı, M. (2002). “Osmanlı Anadolusunda Sigorta Piyasası: 1860-1918”. Ankara Üniversitesi SBF Dergisi, 57(04).
  • Chaudhuri, A., Holbrook M.B. (2002). “Product-Class Effects on Brand Commitment and Brand Outcomes: The Role of Brand Trust and Brand Affect”. Journal of Brand Management. 10 (1), 33-58.
  • Das, G. S. (2007). “Student perception of globalization: results from a survey”. Global Business Review, 8(1), 1-11.
  • Deari, H., Balla, E. (2013). “Consumers Trust In The Global Brands: Empirical Analysis In The Context Of Consumer Perspective”, European Scientific Journal, 9 (1).
  • Dholakia, U. M. ve Talukdar, D. (2004). “How social influence affects consumption trends in emerging markets: an empirical investigation of the consumption convergence hypothesis”. Psychology & Marketing, 21(10), 775-797.
  • Dimofte, C. V., Johansson, J. K. ve Ronkainen, I. A. (2008). “Cognitive and Affective Reactions of U.S. Consumers to Global Brands”. Journal of International Marketing, 16, 113-135.
  • Doff, R. (2011). Risk Management for Insurers: Risk Control, Economic Capital and Solvency, London: Risk Books.
  • Eckhardt, Giana M., Michael J. Houston (2002), “Cultural Paradoxes Reflected in Brand Meaning: McDonald’s in Shanghai, China,” Journal of International Marketing, 10 (2), 68-82.
  • Elliot R., Yannopoulou N (2007), “The Nature of Trust in Brands: A Psychosocial Model”, European Journal of Marketing, Vol. 41, Nos. 9 & 10, pp. 988-998.
  • Erol E., (2002). Stratejik Yönetim ve İşletme Politikası, Beta Yayınları, İstanbul, s.339-340.
  • Erwin, E. (2002). The Freud Encyclopedia Theory, Therapy and Culture. England: Routledge.
  • Fukuyama, F. (1995). Trust: The social virtues and the creation of prosperity. New York: Free Press.
  • Fuller, J., Matzler, K. ve Hoppe, M. (2008). “Brand Community Members as a Source of Innovation.”. Journal of Product Innovation Management. 25(6), 608- 619.
  • Ganesan, S. (1994). “Determinants of Long Term Orientation in Buyer Seller Relationship”. Journal of Marketing. 58 (2), 1-19.
  • Gülbitti, L. (2007). Kasko Sigortasının İncelenmesi ve Türkiye’de Kasko Hasar Uygulamalarının Değerlendirilmesi, (Yayınlanmamış Yüksek Lisans Tezi), M.Ü. Bankacılık ve Sigortacılık Enstitüsü, İstanbul.
  • Haefner, J.E., Deli-Gray, Z. ve Rosenbloom, A. (2011). “The Importance of Brand Liking and Brand Trust in Consumer Decision Making: Insights from Bulgarian and Hungarian Consumers During the Global Economic Crisis”. Managing Global Transitions, 9 (3), 249-273.
  • Hair, J., Black, W., Babin, B. ve Anderson, R. (2010) “Multivariate Data Analysis”. Prentice Hall, Inc., Upper Saddle River.
  • Harris, L. ve Goode, M. (2004). “The Four Levels of Loyalty and the Pivotal Role of Trust: A Study of Online Service Dynamics”. Journal of Retailing. 80 (2), 139-158.
  • Hess, J. ve J. Story. (2005). “Trust Based Commitment: Multidimensional ConsumerBrand Relationship”. The Journal of Consumer Marketing. 22 (6), 313-322.
  • Hirschman, E. C. ve Holbrook, M. B. (1982). “Hedonic Consumption: Emerging Concepts, Methods and Propositions”. The Journal of Marketing, 46(3): 92- 101.
  • Holt, D. B., Quelch, J. A., & Taylor, E. L. (2004). “How global brands compete”. Harvard business review, 82(9), 68-75.
  • Hosmer, L.T. (1995). “Trust: The Connecting Link Between Organizational Theory and Philosophical Ethics”. The Academy of Management Review. 20 (2), 379-403.
  • HSBC (2012). Consumer in 2050, The Rise of EM Middle Class raporu. https://www.hsbc.com.vn/1/PA_ES_Content_Mgmt/content/vietnam/abouthsbc/newsroom/attached_files/HSBC_report_Consumer_in_2050_EN.pdf.
  • Jain, S. C., (1989). “Standardization of International Marketing Strategy: Some Research Hypotheses”, Journal of Marketing, 53 (1),70-79.
  • Jin, S. A., ve Lee, K. M. (2010). “The influence of regulatory fit and interactivity on brand satistaction and trust in e-health marketing inside 3d virtual worlds (second life)”. Cyberpsychology, Behavior, And Social Networking. 13(6), 673-680.
  • Karabulut, M. (1988) Sigorta Pazarlaması, İstanbul Üniversitesi İşletme Fakültesi İşletme İktisadı Enstitüsü Yayını: İstanbul.
  • Kim, D. J., Ferrin, D. L.ve Rao, H. R. (2008). “A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents”. Decision Support Systems, 44, 544-564.
  • Kotler, P., ve G. Armstrong. (2004). Principles of Marketing. New Jersey: Prentice Hall.
  • Kumar, A., Lee, H. J. ve Kim, Y. K. (2009). “Indian consumers’ purchase intention towards a United States versus local brand”. Journal of Business Research, 62, 521–527.
  • Latif, T. ve Khan, M.M. (2016). “Consumers’ Purchase Intentions Towards Global Brands: Psychological Underpinnings”. Abasyn Journal of Social Sciences. 9 (2).
  • Levitt, T. (1993). “The globalization of markets”. Readings in international business: a decision approach, 249.
  • Lewis, David J. ve Andrew Weigert (1985). “Trust as a Social Reality”. Social Forces. 63 (4), 967-985.
  • Luk, S. T. K., ve Yip, L. S. C. (2008). “The moderator effect of monetary sales promotion of the relationship between brand trust and purchase behaviour”. Brand Management. 15 (6). 452-464.
  • Lysonski, S. (2014). “Receptivity of young Chinese to American and global brands: psychological underpinnings”. Journal of Consumer Marketing. 31 (4). 250-262.
  • Odabaşı, Y., ve Oyman, M. (2007). Pazarlama İletişimi Yönetimi. İstanbul: MediaCat Yayınları.
  • Özsomer, A. ve Altaras, S. (2008). “Global Brand Purchase Likelihood: A Critical Synthesis and an Integrated Conceptual Framework”. Journal of International Marketing 16 (4), 1–26.
  • Panigrahi, S.K., Azizan, N. ve Khan, M. (2018). “Investigating the Empirical Relationship Between Service Quality, Trust, Satisfaction, and Intention of Customers Purchasing Life Insurance Products”. Indian Journal of Marketing. 48 (1), 28-40.
  • Pavlou, P. A. (2003). “Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model”. International Journal of Electronic Commerce. 7(3), 101-134.
  • Power, J, Whelan, S. ve Davies, G. (2008). “The Attractiveness and Connectedness of Ruthless Brands: The Role of Trust”. European Journal of Marketing. 42 (5-6), 586-602.
  • Preacher, K.J. ve Hayes, A.F. (2008). Behavior Research Methods. 40: 879
  • Quelch, J. (1999) “Global Brands: Taking Stock”. Business Strategy Review. (10), 1.
  • Ramirez, R.H. ve Albert, N. (2017). The Effect Of Brand Globalness On Brand Trust: The Medıatıng Role Of Brand Affect And Brand Innovatıveness. Conference Paper.
  • Riefler, P. (2012). “Why consumers do (not) like global brands: The role of globalization attitude, GCO and global brand origin”. International Journal of Research in Marketing. 29. 25-34.
  • Rosenbloom, A. ve Haefner, J.E. (2009). “Country-of-Origin Effects and Global Brand Trust: A First Look”, Journal of Global Marketing, 22 (4).
  • Sichtmann, C. (2007). “An analysis of antecedents and consequences of trust in a corporate brand”. European Journal of Marketing. 41(9-10), 999-1015.
  • Solomon, Michael ( 2004). Consumer behavior: buying, having and being. New Jersey: Pearson/Prentice Hall.
  • Söylemez, C. ve Taşkın, E. (2015). “Tüketicilerin Küresel Marka Algısı ve Satın Alma Niyeti Üzerindeki Etkisi”. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, Sayı 45, 34-48.
  • Steenkamp J.B., Batra, R. ve Alden, D.L. (2003) “How Perceived Brand Globalness Creates Brand Value”. Journal of International Business Studies. 34(1), 53-65.
  • Şahin, A., Zehir, C. ve Kitapçı, H. (2011) “The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty; An Empirical Research On Global Brands”. Procedia - Social and Behavioral Sciences. 24, 1288-1301.
  • Tanzi, V. (1998). “International: The Impact of Economic Globalization on Taxation”. Bulletin for International Fiscal Documentation, 52, 338-343.
  • Tiu Wright, L., & Nancarrow, C. (1999). “Researching international “brand equity”: a case study”. International Marketing Review, 16(4/5), 417-431.
  • TSB, Türkiye Sigorta Birliği, (2008). Sigorta Tutum ve Davranış Araştırması. Nielsen, İstanbul.
  • UN, United Nations Department of Economic and Social Affairs (2001). World Public Sector Report “Globalization and The State”. https://publicadministration .un.org/ publications/content/PDFs/E-Library%20Archives/World%20Public %20Sector%20Report%20series/World%20Public%20Sector%20Report.2001.pdf
  • Wernerfelt, B. (1988). “Umbrella branding as a signal of new product quality: An example of signalling by posting a bond”. The Rand Journal of Economics, 458- 466.
  • Xie, Y., Batra, R., ve 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.
  • Yu, C. ve Zhou, X. (2018). “Globalization or Localization: Perception of Global Brands under new Competitive Landscape”. 6th Annual International Colloquium on Branding, Atina.

EXAMINING THE CONSUMERS’ ATTITUDES TOWARD GLOBALIZATION AND GLOBAL BRANDS IN THE CONTEXT OF BRAND TRUST

Year 2020, , 347 - 372, 29.06.2020

Oznur Özkan Tektaş , İşıl Konya

https://doi.org/10.17065/huniibf.631779
Cited By: 1

Abstract

With the increasing effects of globalization, the importance of consumers’ positive attitudes and trust toward global brands has become critical. The aim of this study is to determine the direct effect of the attitude towards global brand and the attitude towards globalization on purchase intention and brand trust’s role as a mediator in these relationships. While testing the model, the primary data was gathered from 198 individual consumers. The results show that the positive attitude towards global brand and globalization affects customers’ intention to purchase positively. Moreover, it is revealed that brand trust has a mediator role on the relationship between attitude towards global brand and purchase intention and also between attitude towards globalization and purchase intention. This research contributes to the existing literature by examining the mediating role of trust towards global brands in the relationship among globalization, attitude toward global brands and purchase intentions of consumers.

References

  • Aaker, D. A. (1991). Managing brand equity. New York: Free Press.
  • Alden, D. L., Kelley, J. B., Riefler, P., Lee, J. A., Soutar, G. N. (2013). “The Effect of Global Company Animosity on Global Brand Attitudes in Emerging and Developed Markets: Does Perceived Value Matter?”, Journal of International Marketing. 21(2), 17-38.
  • Alden, D. L., Steenkamp, J. B., Batra, R. (2006). “Consumer attitudes toward marketplace globalization: Structure, antecedents, and consequences.” International Journal of Research in Marketing 23 (3), 227−239.
  • Aydeniz, N., Silinir, M., Karhan, G. (2012). “Küreselleşme Olgusuna Temel Yaklaşımlar”. Batman Üniversitesi Yaşam Bilimleri Dergisi, 1(1), 1013-1023.
  • Ballester, E. D., Munuera-Aleman, J.L. (2001). “Brand Trust in The Context of Consumer Loyalty”. European Journal of Marketing. 35 (11-12), 1238-1258.
  • Bartsch, F., Diamantopoulos, A., Paparoidamis, N. G., Chumpitaz, R. (2016). “Global brand ownership: The mediating roles of consumer attitudes and brand identification”, Journal of Business Research, 69(9), 3629-3635.
  • Baskıcı, M. (2002). “Osmanlı Anadolusunda Sigorta Piyasası: 1860-1918”. Ankara Üniversitesi SBF Dergisi, 57(04).
  • Chaudhuri, A., Holbrook M.B. (2002). “Product-Class Effects on Brand Commitment and Brand Outcomes: The Role of Brand Trust and Brand Affect”. Journal of Brand Management. 10 (1), 33-58.
  • Das, G. S. (2007). “Student perception of globalization: results from a survey”. Global Business Review, 8(1), 1-11.
  • Deari, H., Balla, E. (2013). “Consumers Trust In The Global Brands: Empirical Analysis In The Context Of Consumer Perspective”, European Scientific Journal, 9 (1).
  • Dholakia, U. M. ve Talukdar, D. (2004). “How social influence affects consumption trends in emerging markets: an empirical investigation of the consumption convergence hypothesis”. Psychology & Marketing, 21(10), 775-797.
  • Dimofte, C. V., Johansson, J. K. ve Ronkainen, I. A. (2008). “Cognitive and Affective Reactions of U.S. Consumers to Global Brands”. Journal of International Marketing, 16, 113-135.
  • Doff, R. (2011). Risk Management for Insurers: Risk Control, Economic Capital and Solvency, London: Risk Books.
  • Eckhardt, Giana M., Michael J. Houston (2002), “Cultural Paradoxes Reflected in Brand Meaning: McDonald’s in Shanghai, China,” Journal of International Marketing, 10 (2), 68-82.
  • Elliot R., Yannopoulou N (2007), “The Nature of Trust in Brands: A Psychosocial Model”, European Journal of Marketing, Vol. 41, Nos. 9 & 10, pp. 988-998.
  • Erol E., (2002). Stratejik Yönetim ve İşletme Politikası, Beta Yayınları, İstanbul, s.339-340.
  • Erwin, E. (2002). The Freud Encyclopedia Theory, Therapy and Culture. England: Routledge.
  • Fukuyama, F. (1995). Trust: The social virtues and the creation of prosperity. New York: Free Press.
  • Fuller, J., Matzler, K. ve Hoppe, M. (2008). “Brand Community Members as a Source of Innovation.”. Journal of Product Innovation Management. 25(6), 608- 619.
  • Ganesan, S. (1994). “Determinants of Long Term Orientation in Buyer Seller Relationship”. Journal of Marketing. 58 (2), 1-19.
  • Gülbitti, L. (2007). Kasko Sigortasının İncelenmesi ve Türkiye’de Kasko Hasar Uygulamalarının Değerlendirilmesi, (Yayınlanmamış Yüksek Lisans Tezi), M.Ü. Bankacılık ve Sigortacılık Enstitüsü, İstanbul.
  • Haefner, J.E., Deli-Gray, Z. ve Rosenbloom, A. (2011). “The Importance of Brand Liking and Brand Trust in Consumer Decision Making: Insights from Bulgarian and Hungarian Consumers During the Global Economic Crisis”. Managing Global Transitions, 9 (3), 249-273.
  • Hair, J., Black, W., Babin, B. ve Anderson, R. (2010) “Multivariate Data Analysis”. Prentice Hall, Inc., Upper Saddle River.
  • Harris, L. ve Goode, M. (2004). “The Four Levels of Loyalty and the Pivotal Role of Trust: A Study of Online Service Dynamics”. Journal of Retailing. 80 (2), 139-158.
  • Hess, J. ve J. Story. (2005). “Trust Based Commitment: Multidimensional ConsumerBrand Relationship”. The Journal of Consumer Marketing. 22 (6), 313-322.
  • Hirschman, E. C. ve Holbrook, M. B. (1982). “Hedonic Consumption: Emerging Concepts, Methods and Propositions”. The Journal of Marketing, 46(3): 92- 101.
  • Holt, D. B., Quelch, J. A., & Taylor, E. L. (2004). “How global brands compete”. Harvard business review, 82(9), 68-75.
  • Hosmer, L.T. (1995). “Trust: The Connecting Link Between Organizational Theory and Philosophical Ethics”. The Academy of Management Review. 20 (2), 379-403.
  • HSBC (2012). Consumer in 2050, The Rise of EM Middle Class raporu. https://www.hsbc.com.vn/1/PA_ES_Content_Mgmt/content/vietnam/abouthsbc/newsroom/attached_files/HSBC_report_Consumer_in_2050_EN.pdf.
  • Jain, S. C., (1989). “Standardization of International Marketing Strategy: Some Research Hypotheses”, Journal of Marketing, 53 (1),70-79.
  • Jin, S. A., ve Lee, K. M. (2010). “The influence of regulatory fit and interactivity on brand satistaction and trust in e-health marketing inside 3d virtual worlds (second life)”. Cyberpsychology, Behavior, And Social Networking. 13(6), 673-680.
  • Karabulut, M. (1988) Sigorta Pazarlaması, İstanbul Üniversitesi İşletme Fakültesi İşletme İktisadı Enstitüsü Yayını: İstanbul.
  • Kim, D. J., Ferrin, D. L.ve Rao, H. R. (2008). “A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents”. Decision Support Systems, 44, 544-564.
  • Kotler, P., ve G. Armstrong. (2004). Principles of Marketing. New Jersey: Prentice Hall.
  • Kumar, A., Lee, H. J. ve Kim, Y. K. (2009). “Indian consumers’ purchase intention towards a United States versus local brand”. Journal of Business Research, 62, 521–527.
  • Latif, T. ve Khan, M.M. (2016). “Consumers’ Purchase Intentions Towards Global Brands: Psychological Underpinnings”. Abasyn Journal of Social Sciences. 9 (2).
  • Levitt, T. (1993). “The globalization of markets”. Readings in international business: a decision approach, 249.
  • Lewis, David J. ve Andrew Weigert (1985). “Trust as a Social Reality”. Social Forces. 63 (4), 967-985.
  • Luk, S. T. K., ve Yip, L. S. C. (2008). “The moderator effect of monetary sales promotion of the relationship between brand trust and purchase behaviour”. Brand Management. 15 (6). 452-464.
  • Lysonski, S. (2014). “Receptivity of young Chinese to American and global brands: psychological underpinnings”. Journal of Consumer Marketing. 31 (4). 250-262.
  • Odabaşı, Y., ve Oyman, M. (2007). Pazarlama İletişimi Yönetimi. İstanbul: MediaCat Yayınları.
  • Özsomer, A. ve Altaras, S. (2008). “Global Brand Purchase Likelihood: A Critical Synthesis and an Integrated Conceptual Framework”. Journal of International Marketing 16 (4), 1–26.
  • Panigrahi, S.K., Azizan, N. ve Khan, M. (2018). “Investigating the Empirical Relationship Between Service Quality, Trust, Satisfaction, and Intention of Customers Purchasing Life Insurance Products”. Indian Journal of Marketing. 48 (1), 28-40.
  • Pavlou, P. A. (2003). “Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model”. International Journal of Electronic Commerce. 7(3), 101-134.
  • Power, J, Whelan, S. ve Davies, G. (2008). “The Attractiveness and Connectedness of Ruthless Brands: The Role of Trust”. European Journal of Marketing. 42 (5-6), 586-602.
  • Preacher, K.J. ve Hayes, A.F. (2008). Behavior Research Methods. 40: 879
  • Quelch, J. (1999) “Global Brands: Taking Stock”. Business Strategy Review. (10), 1.
  • Ramirez, R.H. ve Albert, N. (2017). The Effect Of Brand Globalness On Brand Trust: The Medıatıng Role Of Brand Affect And Brand Innovatıveness. Conference Paper.
  • Riefler, P. (2012). “Why consumers do (not) like global brands: The role of globalization attitude, GCO and global brand origin”. International Journal of Research in Marketing. 29. 25-34.
  • Rosenbloom, A. ve Haefner, J.E. (2009). “Country-of-Origin Effects and Global Brand Trust: A First Look”, Journal of Global Marketing, 22 (4).
  • Sichtmann, C. (2007). “An analysis of antecedents and consequences of trust in a corporate brand”. European Journal of Marketing. 41(9-10), 999-1015.
  • Solomon, Michael ( 2004). Consumer behavior: buying, having and being. New Jersey: Pearson/Prentice Hall.
  • Söylemez, C. ve Taşkın, E. (2015). “Tüketicilerin Küresel Marka Algısı ve Satın Alma Niyeti Üzerindeki Etkisi”. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, Sayı 45, 34-48.
  • Steenkamp J.B., Batra, R. ve Alden, D.L. (2003) “How Perceived Brand Globalness Creates Brand Value”. Journal of International Business Studies. 34(1), 53-65.
  • Şahin, A., Zehir, C. ve Kitapçı, H. (2011) “The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty; An Empirical Research On Global Brands”. Procedia - Social and Behavioral Sciences. 24, 1288-1301.
  • Tanzi, V. (1998). “International: The Impact of Economic Globalization on Taxation”. Bulletin for International Fiscal Documentation, 52, 338-343.
  • Tiu Wright, L., & Nancarrow, C. (1999). “Researching international “brand equity”: a case study”. International Marketing Review, 16(4/5), 417-431.
  • TSB, Türkiye Sigorta Birliği, (2008). Sigorta Tutum ve Davranış Araştırması. Nielsen, İstanbul.
  • UN, United Nations Department of Economic and Social Affairs (2001). World Public Sector Report “Globalization and The State”. https://publicadministration .un.org/ publications/content/PDFs/E-Library%20Archives/World%20Public %20Sector%20Report%20series/World%20Public%20Sector%20Report.2001.pdf
  • Wernerfelt, B. (1988). “Umbrella branding as a signal of new product quality: An example of signalling by posting a bond”. The Rand Journal of Economics, 458- 466.
  • Xie, Y., Batra, R., ve 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.
  • Yu, C. ve Zhou, X. (2018). “Globalization or Localization: Perception of Global Brands under new Competitive Landscape”. 6th Annual International Colloquium on Branding, Atina.
There are 62 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Oznur Özkan Tektaş

İşıl Konya This is me

Publication Date June 29, 2020
Submission Date October 10, 2019
Published in Issue Year 2020

Cite

APA Özkan Tektaş, O., & Konya, İ. (2020). TÜKETİCİLERİN KÜRESELLEŞMEYE VE KÜRESEL MARKALARA YÖNELİK TUTUMLARININ MARKA GÜVENİ ÇERÇEVESİNDE İNCELENMESİ. Hacettepe Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 38(2), 347-372. https://doi.org/10.17065/huniibf.631779
AMA Özkan Tektaş O, Konya İ. TÜKETİCİLERİN KÜRESELLEŞMEYE VE KÜRESEL MARKALARA YÖNELİK TUTUMLARININ MARKA GÜVENİ ÇERÇEVESİNDE İNCELENMESİ. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. June 2020;38(2):347-372. doi:10.17065/huniibf.631779
Chicago Özkan Tektaş, Oznur, and İşıl Konya. “TÜKETİCİLERİN KÜRESELLEŞMEYE VE KÜRESEL MARKALARA YÖNELİK TUTUMLARININ MARKA GÜVENİ ÇERÇEVESİNDE İNCELENMESİ”. Hacettepe Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi 38, no. 2 (June 2020): 347-72. https://doi.org/10.17065/huniibf.631779.
EndNote Özkan Tektaş O, Konya İ (June 1, 2020) TÜKETİCİLERİN KÜRESELLEŞMEYE VE KÜRESEL MARKALARA YÖNELİK TUTUMLARININ MARKA GÜVENİ ÇERÇEVESİNDE İNCELENMESİ. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 38 2 347–372.
IEEE O. Özkan Tektaş and İ. Konya, “TÜKETİCİLERİN KÜRESELLEŞMEYE VE KÜRESEL MARKALARA YÖNELİK TUTUMLARININ MARKA GÜVENİ ÇERÇEVESİNDE İNCELENMESİ”, Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, vol. 38, no. 2, pp. 347–372, 2020, doi: 10.17065/huniibf.631779.
ISNAD Özkan Tektaş, Oznur - Konya, İşıl. “TÜKETİCİLERİN KÜRESELLEŞMEYE VE KÜRESEL MARKALARA YÖNELİK TUTUMLARININ MARKA GÜVENİ ÇERÇEVESİNDE İNCELENMESİ”. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 38/2 (June 2020), 347-372. https://doi.org/10.17065/huniibf.631779.
JAMA Özkan Tektaş O, Konya İ. TÜKETİCİLERİN KÜRESELLEŞMEYE VE KÜRESEL MARKALARA YÖNELİK TUTUMLARININ MARKA GÜVENİ ÇERÇEVESİNDE İNCELENMESİ. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2020;38:347–372.
MLA Özkan Tektaş, Oznur and İşıl Konya. “TÜKETİCİLERİN KÜRESELLEŞMEYE VE KÜRESEL MARKALARA YÖNELİK TUTUMLARININ MARKA GÜVENİ ÇERÇEVESİNDE İNCELENMESİ”. Hacettepe Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, vol. 38, no. 2, 2020, pp. 347-72, doi:10.17065/huniibf.631779.
Vancouver Özkan Tektaş O, Konya İ. TÜKETİCİLERİN KÜRESELLEŞMEYE VE KÜRESEL MARKALARA YÖNELİK TUTUMLARININ MARKA GÜVENİ ÇERÇEVESİNDE İNCELENMESİ. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2020;38(2):347-72.

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Küresel Markalara Yönelik Tutumun İncelenmesi Üzerine Ampirik Bir Araştırma
Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi
Ozlem AKGUN
https://doi.org/10.29249/selcuksbmyd.880798

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