Hilal KILIÇ, Onur TÜRKER, Ahmet Esad YURTSEVER, Uchechi Cynthia OHAJİONU

KURUMSAL SOSYAL SORUMLULUK FAALİYETLERİNİN MARKA İMAJI BAĞLAMINDA SATIN ALMA DAVRANIŞINA ETKİSİ: TÜRKİYE-MALEZYA COCA-COLA TÜKETİCİLERİNİN KARŞILAŞTIRMALI ANALİZİ

Günümüzde markalar, hedef kitle ile iletişim kurarken pazarlama iletişimi araçlarından yararlanmaktadır. Kurumsal Sosyal Sorumluluk faaliyetleri bu araçlardan biri olarak değerlendirilmektedir. Bu faaliyetler, aynı zamanda markaların pazarlama stratejilerinin de bir parçasını oluşturmaktadır. Bu çalışma, dünyanın en önemli küresel markalarından biri olan Coca-Cola markasının gerçekleştirdiği kurumsal sosyal sorumluluk faaliyetlerinin hedef kitlenin satın alma davranışını hangi boyutta etkilediğini karşılaştırmalı olarak incelemektedir. Literatür incelendiğinde bu alanda yapılmış bir akademik çalışma bulunmadığı tespit edilmiştir. Bu araştırma ile iki ülkenin tüketicilerinin karşılaştırmalı analizleri neticesinde markanın kurumsal sosyal sorumluluk faaliyetlerinin tüketicinin satın alma davranışına etkisinin olduğu saptanmıştır.

Anahtar Kelimeler:

Kurumsal Sosyal Sorumluluk, Marka İmajı, Satın Alma Davranışı, Coca Cola

THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES ON BRAND IMAGE AND BUYING BEHAVIOUR: COMPARATIVE ANALYSIS OF TURKEY-MALAYSIA COCA-COLA CONSUMERS

Today, brands benefit from marketing communication tools while communicating with their target audience. Corporate Social Responsibility activities are considered one of these tools. These activities also form a part of the marketing strategies of the brands. This study comparatively examines the extent to which the corporate social responsibility activities of the Coca-Cola brand, one of the most important global brands in the world, affect the buying behaviour of the target audience. When the literature is examined, it has been determined that there is no academic study in this field. With this study, it has been found that the brand's corporate social responsibility initiatives have an impact on customers' buying decisions as a result of a comparative examination of consumers in the two countries.

Keywords:

Corporote Social Responsibliity, Brand İmage, Purchase Behaviour, Coca Cola,

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