Tutum Teorisi Açısından Ülke İmajı, Ürün İmajı ve Tüketici Satın Alma Niyeti

Öz Ülke imajı marka imajında olduğu gibi ürünlerin dışsal özelliklerinden kabul edilmekte ve tüketici ürün değerlendirmeleri üzerine etkisi 1960’lı yıllardan beri araştırılmaktadır. Ülke imajı üzerine yapılan çalışmalarda bugüne kadar pek çok etki modeli ve ölçeği kullanılmıştır. Fakat son dönemde ülke imajının tüketici ürün değerlendirmeleri üzerine yaptığı etkileri ortaya çıkarmak için en ideal model olarak tutum teorisi öne çıkarılmaktadır. Tutum teorisi, tüketicilerin bilişsel ve duygusal değerlendirmelerinin davranışlarına olan etkisini açıklamada en etkili yöntem olarak görülmektedir. Araştırmamızda tutum teorisi çerçevesinde ülke imajının tüketici ürün değerlendirmelerine olan etkisi hem bilişsel hem de duygusal boyutta araştırılmıştır. Çalışmadan elde edilen bulgulara göre bir ülkeye ait ürün imajı ile söz konusu ürüne ilişkin satın alma niyeti tutumların bilişsel ve duygusal bileşeni tarafından ayrı ayrı etkilenmektedir. Özellikle bilişsel bileşen satın alma niyetini hem doğrudan hem de ürün imajı üzerinden dolaylı olarak etkilemektedir. Duygusal imajın satın alma niyetine etkisi ise göreli olarak düşük kalmaktadır.

Anahtar Kelimeler:

Ülke imajı, ürün imajı, tutum teorisi, satın alma niyeti

PDF

___

Alvarez Maria D., & Campo, Sara. (2014). The influence of political conflicts on country image and intention to visit: A study of Israel’s image. Tourism Management, 40, 70-78. https://doi.org/10.1016/j.tourman.2013.05.009
Apil, Ali Rıza., Kaynak, Erdener., & Nugzar, Todua. (2008). Georgian Consumers' Evaluation of Products Sourced From a Geographically Close Proximity Country. Journal of Euromarketing, Vol. 17(3/4), 199-218. http://dx.doi.org/10.1080/10496480802511331
Askegaard S. & Ger Guliz (1998). Product-Country Images: Towards a Contextualized Approach. E - European Advances in Consumer Research Volume 3, eds. Basil G. Englis and Anna Olofsson, Provo, UT: Association for Consumer Research, Pages: 50-58. Direct url: ttp://acrwebsite.org/volumes/11153/volumes/e03/E-03
Baron R. M., & David A. Kenny. (1986). Moderator-Mediator Veriables Distinction in Social Pyscological Research: Conceptual, Strategic and Statistical Considerations. Journal of Personality and Social Psycology, 51(6), 1173-1182. Direct url: http://www.public.asu.edu/~davidpm/classes/psy536/Baron.pdf
Botschen, G., & Hemettsberger, A. (1998). Diagnosing Means-End Structures to Determine the Degree of Potential Marketing Program Standardization. Journal of Business Research, vol.42, 151-159. https://doi.org/10.1016/S0148-2963(97)00116-1
Bozbay, Zehra. (2007). Tüketicilerin Çok Uluslu Ürün Değerlemelerinde Ürünün Üretildiği Ülke İmajı Ve Marka İmajı Etkilerinin Belirlenmesi. (Yayınlanmamış Doktora Tezi). İstanbul Üniversitesi Sosyal Bilimler Enstitüsü.
Brijs, K., Josée Bloemer ve Hans Kasper, (2011); “Country-Image Discourse Model: Unraveling Meaning, Structure and Function of Country Images, Journal of Business Research, vol.64, pp.1259–1269. doi:10.1016/j.jbusres.2011.01.017
Bumjun, Lee., Hamb, Sunny., & Donghoon, Kim. (2015). The effects of likability of Korean celebrities, dramas, and music onpreferences for Korean restaurants: A mediating effect of a countryimage of Korea. International Journal of Hospitality Management, 46, 200–212. http://dx.doi.org/10.1016/j.ijhm.2014.05.012
Cengiz, Ekrem., & Kirkbir, Fazil. (2007). Turkish Consumers' Evaluation of Products Made in Foreign Countries. The Innovative Marketing 3, 2, ProQuest pp. 72.
Chinen, Kenichiro, Carl E. Enomoto., & Dan L. Costley. (2000). The Country of Origin Effect on Toyota's Made in Japan, USA and Mexico. Brand Management, Vol.8, No.2, 139-148. Doi: 10.1057/palgrave.bm.2540014
Fournier, S. (1998). Consumers And Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, vol.24, 343-373. Direct url: http://bear.warrington.ufl.edu/weitz/mar7786/articles/fournier%20(1998).pdf
Hong, S.-T., & Wyer, Jr., R. S. (1989). Effects Of Country Of Origin And Product-Attribute Information On Product Evaluation: An Information Processing Perspective. Journal of Consumer Research, 16, 175-187. Direct url: http://morgana.unimore.it/vecchi_patrizia/COO/Hong%20&%20Wyer%20(1989)_JCR.pd f
Hong, S. T. ve Wyer, R. S. (1990a). Determinants of Product Evaluation: Effects of the Time Interval Between Knowledge of a Product's Country of Origin And Information About Its Specific Attributes. Journal of Consumer Research, 17(3), 277-288. Doi: 10.1086/208557.
İslamoğlu, A. H. ve Ü. Alnıaçık (2016). Sosyal Bilimlerde Araştırma Yöntemleri (SPSS Uygulamalı), 5. Baskı, Beta Yayınevi, İstanbul.
Johansson, J. K. (1989). Determinants And Effects of the Use of ‘Made in’ Labels. International Marketing Review, vol.6, 47–58. doi: 10.1108/EUM0000000001502
Johansson, J. K. & Nebenzahl, I. D., (1986); “Multinational Production: Effect on Brand Value”, Journal of International Business Studies, vol.17, pp.101–126. doi:10.1057/palgrave.jibs.8490861
Jones, Russel A., & Richard D. Ashmore. (1973). The Structure of Intergroup Perception: Categories And Dimentions in Views of Ethnic Groups And Adjectives Used in Stereotype Research. Journal of Personality and Social Psychology, 25(3), 428-438. http://dx.doi.org/10.1037/h0034162
Judd, C. M., & Kenny, D. A. (1981). Process Analysis: Estimating Mediation in Treatment Evaluations. Evaluation Review, 5(5), 602-619. doi/abs/10.1177/0193841X8100500502
Knight, G., Spreng, R., & Yaprak, A. (2003). Cross-National Development and Validation of an International Business Measurement Scale: the COISCALE. International Business Review, 12, 581-599. Doi: 10.1016/S0969-5931(03)00077-5
Laroche, Michel., Papadopoulos, Nicolas., Heslop, Louise., & Bergeron, Jasmin. (2005). Effects of Subcultural Differences on Country and Product Evaluations. Journal of Consumer Behaviour, Vol.2, No.3, 232-247. Doi: 10.1002/cb.104
Lefkoff-Hagius, R,. & Mason, C. H. (1993). Characteristic, Beneficial and Image Attributes in Consumer Judgments of Similarity And Preference. Journal of Consumer Research, vol.20, 100-110.
Li Dongjin, Cheng Lu Wang,Ying Jiang, Bradley R. Barnes & Hao Zhang. (2014). The asymmetric influence of cognitive and affective country image on rational and experiential purchases. European Journal of Marketing, 48(11/12), 2153–2175. Doi: 10.1108/EJM-09-2012-0505
Li, W.K., & Monroe, K. B. (1992). The Role Of Country-of-Origin Information on Buyers’ Product Evaluation: An in-Depth Interview Approach. Proceedings of the 1992 AMA Summer Educators' Conference, 274-280.
Li, W.K., & Wyer, Jr., R. S. (1994). The Role of Country of Origin in Product Evaluations: Informational and Standard-of-Comparison Effects. Journal of Consumer Psychology, 3, 187-212. doi:10.1016/S1057-7408(08)80004-6
Kotler, P., Jatusripitak, S., & Maesincee, S. (2000). Ulusların Pazarlanması. İstanbul: Türkiye İş Bankası Kültür Yayınları.
Maher, A. A., & Carter, L. L. (2011). The Affective and Cognitive Components of Country Image: Perceptions of American Products in Kuwait. International Marketing Review, Vol. 28, 559–580. doi: 10.1108/02651331111181411
Nebenzahl, I.D., & Jaffe, E.D. (1996). Measuring the joint effect of brand and country image in consumer evaluation of global products. Journal of Marketing Practice, Vol. 3 No. 3, 190- 207. doi:10.1108/EUM0000000004387
Obermiller, C., & Spangenberg, E. (1989). Exploring The Effects Of Country-Of-Origin Labels: An Information Processing Framework. Advertising and Consumer Research, 16(1), 454–9. Direct url: http://acrwebsite.org/volumes/6946/volumes/v16/NA-16
Parameswaran, R., & Pisharodi, M. R. (1994). Facets of Country of Origin Image: An Empirical Assessment. Journal of Advertising, 23, (1), 43-56. doi:10.1080/00913367.1994.10673430
Parameswaran, R., & Yaprak, A. (1987). A Cross-National Comparison of Consumer Research Measures. Journal of International Business Studies, 18, 35- 49.http://dx.doi.org/10.1057/palgrave.jibs.8490398
Peeter W. J. Verlegh., & Jan-Benedict E.M. Steenkamp. (1999). A Review And Meta-Analysis Of Country-Of-Origin Research. Journal of Economic Psychology 2, 521-546. doi:10.1016/S0167-4870(99)00023-9
Pewglobal. (2006). Publics of Asian Powers Hold Negative Views of One Another China’s Neighbors Worry About Its Growing Military Strength. Retrieved from http://pewglobal.org/reports/display.php?ReportID=255
Roth, Katharina P., & Adamantios, Diamantopoulos. (2009). Advancing The Country Image Construct. Journal of Business Research, Vol.62, 726–740. doi:10.1016/j.jbusres.2008.05.014
Roth, Katharina P., & Zabkar, Vesna. (2011). Cognitive, Affective and Symbolic Country Connotations: Conceptual Underpinnings, Interrelationships and Impact on Consumer’s Behavioral Intentions. American Marketing Association, Summer, 252-253.
Roth, Katharina Petra Zeugner., & Žabkar,Vesna. (2015). Bridging the gap between country and destination image: Assessing common facets and their predictive validity. Journal of Business Research, 68, 1844-1853. doi:10.1016/j.jbusres.2015.01.012
Schoefer, Klaus., & Diamantopulos, Adamantios. (2008). The Role of Emotions in Translating Perceptions of (In) Justice into Postcomlaint Behavioral Responses. Journal of Service Research, 11(1), 91-103. doi:10.1177/1094670508319091
Sobel, M. E. (1982). Sociological Methodology. S. Leinhardt (Eds.), Asymptotic Confidence Intervals for Indirect Effects in Structural Equation Models (pp. 290-312). Washington DC: American Sociological Association.
Tse, D.K., & Gorn, G. (1993). An Experiment on The Salience of Country-of-Origin in The Era of Global Brands. Journal of International Marketing, 1(1), 57–76. Direct URL: http://www.jstor.org/stable/25048484
Ulgado, Francis M., & Lee Moonkyu. (1993). Consumer Evaluations of Bi-national Products in the Global Market. Journal of International Marketing, Vol:1, No:3, 5-22. Direct URL: http://www.jstor.org/stable/25048504
Wang, C. L., Li, D., Barnes, B. R., & Ahn, J. (2012). Country Image, Product Image and Consumer Purchase Intention: Evidence From an Emerging Economy. International Business Review, 21 (6), 1041-1051. doi:10.1016/j.ibusrev.2011.11.010.