MİLLİ MARKA DUYARLILIĞI VE MARKA FARKINDALIĞININ SATIN ALMA NİYETİNE ETKİSİ

Bu araştırmanın amacı, tüketici etnosentrizmi kapsamında millî marka duyarlılığının tüketicilerin satın alma niyetine etkisini incelemektir. Buna ek olarak, araştırmada marka farkındalığının tüketicilerin satın alma niyetine etkisinin test edilmesi amaçlanmaktadır. Araştırmanın evrenini, sosyal medyada en fazla takipçi sayısına sahip Türk menşeli on beyaz eşya markasını Facebook ve Instagram’da aktif olarak takip eden kullanıcılar oluşturmaktadır. Çevrim içi anketler vasıtasıyla 615 katılımcıdan elde edilen veriler, Yapısal Eşitlik Modellemesi (AMOS 24.0) kullanılarak analiz edilmiştir. Araştırma sonucunda, millî marka duyarlılığının tüketicilerin marka farkındalığı ve satın alma niyetleri üzerinde anlamlı bir etkiye sahip olduğu belirlenmiştir. Buna ek olarak, analiz sonuçları marka farkındalığının tüketicilerin satın alma niyetlerini pozitif etkilediğini göstermektedir. Dahası, araştırma sonucunda marka farkındalığının millî marka duyarlılığının tüketicilerin satın alma niyetlerine etkisinde aracılık rolüne sahip olduğu tespit edilmiştir. Bu araştırmada ulaşılan sonuçlar, Türk menşeli beyaz eşya markaları için millî marka hassasiyetine sahip tüketicilere yönelik pazarlama eylemlerinin marka farkındalığını artırmada ve tüketicileri satın almaya teşvik etmede işlevsel olduğunu göstermektedir.

Anahtar Kelimeler:

Milli Marka Duyarlılığı, Marka Farkındalığı, Satın Alma Niyeti, Beyaz Eşya Sektörü

THE EFFECT OF NATIONAL BRAND SENSITIVITY AND BRAND AWARENESS ON PURCHASE INTENTION

This research aims to examine the effect of national brand sensitivity on consumers' purchase intention within the scope of consumer ethnocentrism. In addition, the study aims to test the effect of brand awareness on consumers' purchase intention. The research population consists of users who actively follow the ten white goods brands of Turkish origin, which have the highest number of followers on Facebook and Instagram. Data from 615 participants through online surveys were analyzed using Structural Equation Modeling (AMOS 24.0). As a result of the research, it was determined that national brand sensitivity has a significant effect on consumers' brand awareness and purchase intentions. In addition, research findings show that brand awareness positively affects consumers' purchase intentions. Moreover, it has been determined that brand awareness has a mediating role in the effect of national brand awareness on consumers' purchasing intentions. The research results show that marketing actions aimed at consumers with national brand sensitivity for white goods brands of Turkish origin are functional in increasing brand awareness and encouraging consumers to buy.

Keywords:

National Brand Sensitivity, Brand Awareness, Purchase Intention, White Goods Industry.,

PDF

___

Aaker, D. A. (1991). Managing brand equity. The Free Press.
Aaker, D. A. (1992). The value of brand equity. Journal of Business Strategy, 13(4), 27–32.
Arı, E. S. ve Madran, C. (2011). Satin alma kararlarında tüketi̇ci etnosentri̇zmi̇ ve menşe ülke etki̇si̇ni̇n rolü. Organizasyon ve Yönetim Bilimleri Dergisi, 9(35), 15–33.
Ashill, N. J. ve Sinha, A. (2004). An exploratory study into the impact of components of brand equity and country of origin effects on purchase intention. Journal of Asia-Pacific Business, 5(3), 27–43. https://doi.org/10.1300/J098v05n03_03
Aydoğan, S. (2019). Tüketici etnosentri̇zmi̇ ve ülke menşe etki̇si̇ni̇n yabanci markali ürün satin alma ni̇yeti̇ üzeri̇ne etki̇si̇. Beykoz Akademi Dergisi, 7(1), 89–122. https://doi.org/10.14514/byk.m.26515393.2019.7/1.89-122
Balabanis, G. ve Diamantopoulos, A. (2004). Domestic country bias, country-of-origin effects, and consumer ethnocentrism: a multidimensional unfolding approach. Journal of the Academy of Marketing Science, 32(1), 80–95.
Balabanis, G. ve Diamantopoulos, A. (2008). Brand origin identification by consumers: A classification perspective. Journal of International Marketing, 16(1), 39–71. https://doi.org/10.1509/jimk.16.1.39
Balabanis, G., Diamantopoulos, A., Mueller, R. D., ve Melewar, T. C. (2001). The impact of nationalism, patriotism and internationalism on consumer ethnocentric tendencies. Journal of International Business Studies, 32(1), 157–175.
Balabanis, G., Mueller, R. ve Melewar, T. C. (2002). The Relationship between consumer ethnocentrism and human values. Journal of Global Marketing, 15(3–4), 7–37. https://doi.org/10.1300/J042v15n03_02
Baron, R. M. ve Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research. conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182. https://doi.org/10.1037/0022-3514.51.6.1173
Batra, R., Ramaswamy, V., Alden, D. L., Steenkamp, J.-B. E. M. ve Ramachander, S. (2000). Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries. Journal of Consumer Psychology, 9(2), 83–95. https://doi.org/10.1207/15327660051044178
Bešlagić, A. (2015). The key determinants of consumer ethnocentrism in Bosnia and Herzegovina. Marketing, 46(3), 217–226.
Bozacı, E. (2019). Yerli üretim etiketinin tüketici satın alma davranışları üzerindeki etkisi: yüksek ve düşük ilgilenimli ürünler üzerinde bir araştırma. Selçuk Üniversitesi.
Chang, T. Z. ve Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing Science: Official Publication of the Academy of Marketing Science, 22(1), 16–27. https://doi.org/10.1177/0092070394221002
Chen, C. F. ve Chang, Y. Y. (2008). Airline brand equity, brand preference, and purchase intentions-The moderating effects of switching costs. Journal of Air Transport Management, 14(1), 40–42. https://doi.org/10.1016/j.jairtraman.2007.11.003
Çatak, G. (2020). Kültürel farklılıkların yerli üretim logosuna yönelik tutum üzerindeki etkisi: İzmir–Erzurum örneği. Balıkesir Üniversitesi.
Ellialtı, Y. (2009). Ürün özellikleri, görece ürün kalitesi ve tüketici etnosentrizminin yerli ürün satın alma eğilimine etkisi: Kozmetik sektöründe bir uygulama. Marmara Universitesi.
Esmaeilpour, F. ve Abdolvand, M. A. (2016). The impact of country-of-origin image on brand loyalty: evidence from Iran. Asia Pacific Journal of Marketing and Logistics, 28(4), 709–723. https://doi.org/10.1108/APJML-09-2015-0143
Euromonitor. (2020). Türkiye’de Ve Dünyada Beyaz Eşya Sektörü. https://baglantielemanlari.com/?h2919/turkiyede-ve-dunyada-beyaz-esya-sektoru
Evanschitzky, H., Wangenheim, F., Woisetschläger, D. ve Blut, M. (2008). Consumer ethnocentrism in the German market. International Marketing Review, 25(1), 7–32. https://doi.org/10.1108/02651330810851863
Fischer, P. M. ve Zeugner-Roth, K. P. (2017). Disentangling country-of-origin effects: the interplay of product ethnicity, national identity, and consumer ethnocentrism. Marketing Letters, 28(2), 189–204. https://doi.org/10.1007/s11002-016-9400-7
Garmatjuk, K. ve Parts, O. (2015). Consumer ethnocentrism in estonian skin care products market. Procedia - Social and Behavioral Sciences, 213, 610–615. https://doi.org/10.1016/j.sbspro.2015.11.458
Gašević, D., Tomašević, D. ve Vranješ, M. (2017). Key factors determining the ethnocentric tendencies of consumers in Serbia. Management:Journal of Sustainable Business and Management Solutions in Emerging Economies, 22(3), 63–73. https://doi.org/10.7595/management.fon.2017.0028
Gustafon, T. ve Chabot, B. (2007). Brand Awareness in: Cornell Maple Bulletin 105. 2007, 105, 5. http://faculty.mu.edu.sa/public/uploads/1358439894.9656brand40.pdf
Hair, J. F., Risher, J. J., Sarstedt, M. ve Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hair, J. F., Sarstedt, M., Hopkins, L. ve Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Hamin, ve Elliott, G. (2006). A less-developed country perspective of consumer ethnocentrism and “country of origin” effects: Indonesian evidence. Asia Pacific Journal of Marketing and Logistics, 18(2), 79–92. https://doi.org/10.1108/13555850610658246
Hien, N. N., Phuong, N. N., van Tran, T. ve Thang, L. D. (2020). The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation. Management Science Letters, 10(6), 1205–1212. https://doi.org/10.5267/j.msl.2019.11.038
Hong, S.-T. ve Wyer, Jr., R. S. (1989). Effects of country-of-origin and product-attribute ınformation on product evaluation: An information processing perspective. Journal of Consumer Research, 16(2), 175. https://doi.org/10.1086/209206
Hsu, C. L., Chang, C. Y. ve Yansritakul, C. (2017). Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity. Journal of Retailing and Consumer Services, 34(August 2016), 145–152. https://doi.org/10.1016/j.jretconser.2016.10.006
Hutter, K., Hautz, J., Dennhardt, S. ve Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook. Journal of Product and Brand Management, 22(5), 342–351. https://doi.org/10.1108/JPBM-05-2013-0299
Kan, G., Cliquet, G. ve Gallo, M. P. (2014). The effect of country image on hypermarket patronage intention: A cross-cultural study in China and Spain. International Journal of Retail and Distribution Management, 42(2), 106–130. https://doi.org/10.1108/IJRDM-09-2012-0080
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.
Kipnis, E., Kubacki, K., Broderick, A. J., Siemieniako, D. ve Pisarenko, N. L. (2012). “They don’t want us to become them”: Brand Local Integration and consumer ethnocentrism. Journal of Marketing Management, 28(7–8), 836–864. https://doi.org/10.1080/0267257X.2012.698634
Leonidou, L. C., Aykol, B., Samiee, S. ve Korfiatis, N. (2022). A Meta-analysis of the Antecedents and Outcomes of Consumer Foreign Country Image Perceptions: The moderating role of macro-level country differences. In Management International Review (Vol. 62, Issue 5). Springer Berlin Heidelberg. https://doi.org/10.1007/s11575-022-00482-1
Macdonald, E. K. ve Sharp, B. M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal of Business Research, 48(1), 5–15. https://doi.org/10.1016/S0148-2963(98)00070-8
Magnusson, P., Westjohn, S. A. ve Zdravkovic, S. (2011). Further clarification on how perceived brand origin affects brand attitude: A reply to Samiee and Usunier. International Marketing Review, 28(5), 497–507. https://doi.org/10.1108/02651331111167615
Maison, D. ve Maliszewski, N. (2016). “Worse but ours,” or “better but theirs?” - The role of ımplicit consumer ethnocentrism (ICE) in product preference. Frontiers in Psychology, 7(NOV), 1–16. https://doi.org/10.3389/fpsyg.2016.01830
Özdemir, E. K., Güzeloğlu, E. B. ve Topsümer, F. (2018). Tüketici etnosentrizmi, marka kişiliği algısı ve satın alma niyeti arasındaki ilişkinin değerlendirilmesi: Türkiye’deki beyaz eşya markalarına yönelik bir uygulama. Global Media Journal TR Edition, 8(16), 354–372.
Pappu, R., Quester, P. G. ve Cooksey, R. W. (2006). Consumer-based brand equity and country-of-origin relationships: Some empirical evidence. European Journal of Marketing, 40(5–6), 696–717. https://doi.org/10.1108/03090560610657903
Pecotich, A. ve Rosenthal, M. J. (2001). Country of origin, quality, brand and consumer ethnocentrism. Journal of Global Marketing, 15(2), 31. https://doi.org/10.1300/J042v15n02_03
Peker, A. (2017). Yerli ve yabancı markalı ürünlerde marka genişlemesine yönelik tüketici tutumlarına etki eden faktörlerin incelenmesi: Kahve zincirlerine yönelik bir uygulama. İstanbul Üniversitesi.
Rawwas, M. Y. A., Rajendran, K. N. ve Wuehrer, G. A. (1999). The influence of worldmindedness and nationalism on consumer evaluation of domestic and foreign products. International Marketing Review European Journal of Marketing Iss Journal of Consumer Marketing, 13(16), 20–38. https://doi.org/10.1108/02651339610115746%0Ahttps://doi.org/10.1108/02651339610115746/8
Rittenburg, T. L. ve Supphellen, M. (2001). When foreign products are better. Psychology ve Marketing, 18(9), 907–927.
Saffu, K., Walker, J. H. ve Mazurek, M. (2010). The role of consumer ethnocentrism in a buy national campaign in a transitioning country: Some evidence from Slovakia. International Journal of Emerging Markets, 5(2), 203–226. https://doi.org/10.1108/17468801011031829
Samiee, S., Shimp, T. A. ve Sharma, S. (2005). Brand origin recognition accuracy: Its antecedents and consumers’ cognitive limitations. Journal of International Business Studies, 36(4), 379–397. https://doi.org/10.1057/palgrave.jibs.8400145
Sasmita, J. ve Suki, N. M. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail ve Distribution Management, 43(3), 276–292. https://doi.org/10.1108/IJRDM-02-2014-0024
Sharma, P. (2011). Country of origin effects in developed and emerging markets : Exploring the contrasting roles of materialism and value consciousness. Journal of International Business Studies, 42(2), 285–306. https://doi.org/10.1057/jibs.2010.16
Shimp, T. A. ve Sharma, S. (1987). Consumer ethnocentrism : Construction and validation of the CETSCALE. XXIV(August), 280–289.
Siamagka, N. (2015). Revisiting consumer ethnocentrism : review , reconceptualization , and empirical testing. Journal of International Marketing, 23(3), 66–86.
Souiden, N., Ladhari, R. ve Chang, L. (2018). Chinese perception and willingness to buy Taiwanese brands: The role of ethnocentrism and animosity. Asia Pacific Journal of Marketing and Logistics, 30(4), 816–836. https://doi.org/10.1108/APJML-09-2017-0203
Sun, Y., Gonzalez-jimenez, H. ve Wang, S. (2021). Examining the relationships between e-WOM , consumer ethnocentrism and brand equity. Journal of Business Research, 130(November 2018), 564–573. https://doi.org/10.1016/j.jbusres.2019.09.040
Şahin, E. ve Gültekin, C. (2017). Markaya duyulan güven ve etnosentrik eği̇li̇mleri̇n marka sadakati̇ne etki̇si̇: Bi̇r Marka örneği. 2222(44), 993–1012.
Thøgersen, J., Aschemann-Witzel, J. ve Pedersen, S. (2021). Country image and consumer evaluation of imported products: test of a hierarchical model in four countries. European Journal of Marketing, 55(2), 444–467. https://doi.org/10.1108/EJM-09-2018-0601
Toksarı, M. ve Senir, G. (2015). Tüketici etnosentrizminin tüketicilerin satın alma davranışı üzerindeki rolü. Sakarya İktisat Dergisi, 4(3), 19–28.
Ueltschy, L. C. (1998). Brand perceptions as ınfluenced by consumer ethnocentrism and country-of-origin effects. Journal of Marketing Management (10711988), 8(1), 12–23.
Uyar, K. ve Dursun, Y. (2015). Farkli ürün kategorilerinde yabanci markalama ve tüketici etnosentrizmi. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 19(2), 363–382.
Verlegh, P. W. J. ve Steenkamp, J.-B. E. M. (1999). A review and meta-analysis of country-of-origin research. Journal of Economic Psychology, 20, 521–546.
Verma, P. (2021). The effect of brand engagement and brand love upon overall brand equity and purchase ıntention : A moderated – mediated model. Journal of Promotion Management, 27(1), 103–132. https://doi.org/10.1080/10496491.2020.1809591
Vida, I. ve Fairhurst, A. (1999). Factors underlying the phenomenon of consumer ethnocentricity: Evidence from four central european countries. International Journal of Phytoremediation, 21(1), 321–337. https://doi.org/10.1080/095939699342444
Vo, M. S., Nguyen, M. T. ve Le, T. V. (2022). Impact of consumer ethnocentrism on reasoned action and brand equity : Empirical evidence from local fashion brands in Vietnam. The Journal of Asian Finance, Economics and Business, 9(5), 87–98. https://doi.org/10.13106/jafeb.2022.vol9.no5.0087
Wall, M., ve Heslop, L. A. (1986). Consumer Attitudes Toward Canadian-Made Versus Imported Products. 14(2), 27–36.
Wang, C. L. ve Chen, Z. X. (2004). Consumer ethnocentrism and willingness to buy domestic products in a developing country setting : testing moderating effects. Journal of Consumer Marketing, 21(6), 391–400. https://doi.org/10.1108/07363760410558663
Wang, X., Yang, Z., Wang, X. ve Yang, Z. (2010). The effect of brand credibility on consumers ’ brand purchase ıntention in emerging economies : The moderating role of brand awareness and brand ımage. Journal of Global Marketing, 23(3), 177–188. https://doi.org/10.1080/08911762.2010.487419
Yapraklı, T. Ş. ve Keser, E. (2013). Tüketici etnosentrizmi: beyaz eşya ve içecek sektörlerinde karşılaştırmalı bir saha araştırması. Sosyal Ekonomik Araştırmalar Dergisi, 13(25), 385–420.
Yousif, B. ve Noureldein, M. (2019). Tüketici etnosentrizmi ve menşe ülke etkisinin algılanan marka değeri ve satın alma niyeti üzerindeki etkisi: Türkiye ve Sudan karşılaştırması. Kocaeli Üniversitesi.
Yüce, A. ve Kavak, O. (2018). Dindarlik ve milliyetçilik düzeyinin, tüketicilerin yerli-yabanci ürünleri satin alma davranişlari üzerindeki etkisi. Kafkas Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 22, 581–607.
Zeren, D. ve Çelenk, M. (2020). Ülke itibarının ulus marka değeri ve ülke imajına etkisi üzerine bir araştırma. Çukurova Üniversitesi İİBF Dergisi, 24(4), 91–110.
Zeren, D., Kara, A. ve Arango Gil, A. (2020). Consumer ethnocentrism and willingness to buy foreign products in emerging markets: Evidence from Turkey and Colombia. Latin American Business Review, 21(2), 145–172. https://doi.org/10.1080/10978526.2019.1697186.