Markanın Algılanan Globalliği / Yerelliği Markanın Kredibilitesini ve Algılanan Kaliteyi Etkiler mi? Bu Etkide Kredibilitenin Aracılık, Etnosentrizmin Düzenleyici Rolünün İncelenmesi

Markalar stratejilerinde kimi zaman yerelliklerini kimi zaman da globalliklerini vurgulamaktadırlar. Bu durumda markanın tüketici tarafından global/yerel algılanıp algılanmadığı önem kazanmaktadır. Zira tüketicilerin global markaları fonksiyonel açıdan daha değerli, kaliteli, sembolik faydaları açısından daha üstün ve bireysel kimliklerini yansıtma kabiliyeti açısından daha başarılı bulduklarını gösteren çalışmalar mevcuttur. Bu çalışmada da tüketicilerin markalar ile ilgili global / yerel algıları, o markaya ilişkin kredibiliteleri ve algılanan kalite / risk arasındaki ilişki incelenmiştir. Markanın algılanan globalliği / yerelliği ile algılanan kalite arasındaki ilişkide markanın kredibilitesinin rolü aracılık analizi ile test edilmiş ve beklenenin aksine, kısmi aracı değil de, algılanan globallik ve kalite arasında tam bir aracı etkisi yaptığı, algılanan yerellik ve kalite arasında ise herhangi bir aracı etkisinin olmadığı sonucuna varılmıştır. Çalışmanın bir diğer amacı olan algılanan marka globalliği/yerelliğinin marka kredibilitesi ile ilişkisinde tüketicilerin etnosentrik eğilimlerinin düzenleyici rolünün incelenmesi ile ilgili analiz sonucunda ise etnosentrik eğilimin düzenleyici etkisi tespit edilmiş ve etnosentrik eğilimi düşük olan tüketici grubunda, beklendiği gibi, markanın hem algılanın globalliği hem de yerelliğinin markanın kredibilitesini anlamlı ve olumlu yönde etkilediği sonucu bulunmuştur. Etnosentrik eğilimi yüksek olan tüketici grubunda ise, markanın algılanan globalliğinin kredibilite üzerinde anlamlı bir etkisi bulunmazken, yerellik algısının kredibiliteyi anlamlı ve pozitif yönde etkilediği görülmüştür.

Does Perceived Brand Globalness and Localness Affect Brand Credibility and Perceived Quality? Investigating the role of Brand Credibility as a Mediator and Consumer Ethnocentrism as a Moderator on This Relationship

Whether local or global, brands sometimes prefer to emphasize their globalness and sometimes their localness. Indeed, what is important is how consumers are perceiving their brand status: Local or global? Empirical studies show that consumers perceive global brands stronger in functionality and quality, more successful in expressing symbolic benefits and more successful in projecting their identity. The purpose of the paper is to identify the impact of perceived brand globalness / localness on perceived quality and the mediating role of brand credibility in this relation, among consumers of Turkish. The results showed that perceived brand globalness affected perceived quality via brand credibility, it did not have direct affect, in other words there was a full mediation. On the other hand, perceived brand localness did not have any effect on perceived quality either directly or non-directly. The paper also investigates the moderation role of consumer ethnocentrism on the relationship between perceived brand globalness / localness and brand credibility. The moderating role of consumer ethnocentrism between perceived brand globalness / localness and perceived quality has been demonstrated. The weaker the consumer ethnocentrism, the stronger relationship between perceived brand globalness and brand credibility. The higher the consumer ethnocentrism, perceived brand globalness did not have any effect on brand credibility.

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