SEVGİ AYŞE ÖZTÜRK, Semra DOĞAN ÇİFCİ, Mohammed ABBAS, SELİN ÖGEL, Cemal GÜMÜŞ

BİLMEK Mİ SEVMEK Mİ? BİLİŞSEL VE DUYGUSAL ÜLKE İMAJININ ÜRÜN İMAJI VE SATIN ALMA NİYETİNDEKİ ETKİSİ ÜZERİNE KÜLTÜRLER ARASI BİR ÇALIŞMA

Ülke imajı, tüketicilerin satın alma kararlarında referans aldıkları ve marka imajını belirleyici unsurlardan biri olarak gördükleri önemli bir konudur. İlgili literatürde ülke imajının (menşei ülke imajı ya da ürünün ülkesinin imajı olarak da adlandırılmaktadır) tek boyutlu ya da çok boyutlu ele alınması noktasında fikir birliği sağlanamamıştır. Bu çalışmanın amacı ülke imajının bilişsel ve duygusal boyutları itibariyle iki boyutlu yapısını ortaya koymak ve ülke imajının bu iki boyutu itibariyle genel ürün imajı ve kategorik ürün imajı üzerinde farklı etkisi olduğunu ortaya koymakla birlikte satın alma niyetindeki belirleyiciliğini iki farklı kültürde sınamaktır. Araştırma verileri Fransa, Almanya ve Yemen'den toplanmıştır. Bulgular Fransa-Almanya ve Yemen veri setleri arasında ülke imajı ve etkileri açısından farklılıklar ortaya koymuştur. Buna göre duygusal ülke imajı algısı Fransa-Almanya verisinde spesifik ürüne ilişkin algıda belirleyiciyken Yemen veri setinde bu etki gözlenmemiştir. Öte yandan gerek duygusal gerekse bilişsel ülke imajı genel ürün algısında daha önceki çalışmaları doğrular nitelikte her iki veri setinde de belirleyici çıkmıştır. Araştırmaya ilişkin diğer bulgular ve gelecek çalışmalara öneriler de sunulmuştur

COGNITION OR AFFECTION? A CROSS-CULTURAL STUDY ON THE EFFECT OF COGNITIVE AND AFFECTIVE COUNTRY IMAGE ON THE PRODUCT IMAGE AND PURCHASE INTENTION

Country image is one of the factors that consumers consider to be cruical when evaluating and purchasing products and brands. However, relevant literature offers no consensus on uni-dimensionality or multi-dimensionality of country image (some refer country of origin image or product country image). The purpose of this study to prove multi-dimensionality of country image under two dimensions as affective and cognitive country image and examining whether they have different effects on the purchase intention of general and specific products in different cultural contets, France, Germany and Yemen Findings indicate that there are a few discrepancies between France-German and Yemen data sets in terms of the effects of country image. Affective country image has statistically significant effect on the certain product (hedonic) while it has not in Yemen data set. However cognitive country image has statistically significant effect on general product image in both data sets. Other findings and future research recommendations are also included

___

Agarwal, S. ve Sikri, S. (1996). Country Image: Consumer evaluation of product category extension. International Marketing Review, 13, 44–55.
Ahmed, S.A.; d’Astous, A. ve Petersen, H.B. (2011). Product-country fit in the Canadian context. Journal of Consumer Marketing, 28(4), 300–309.
Alvarez, V.D. ve Campo, S. (2014). The influence of political conflicts on country image and intention to visit: A study of Israel’s image. Tourism Management, 40 (2014) 70-78.
Anderson, J.C. and Gerbing D.W. (1988). Structural equation modeling in practice: A review and recommended two - step approach. Psychological Bulletin, 103, 411-423.
Bagozzi, R. P. (1975). Marketing as exchange. Journal of Marketing, 39(4), 32- 39.
Bilkey, W.J. ve Nes, E. (1982). Country-of-origin effects on product evaluations. Journal of International Business Studies, 13(1), 89-99.
Boulding, K.E. (1959). National images and international systems. Journal of Conflict Resolution 3(2), 120-131
Blackwell, R.D.; Miniard, P.W. ve Engel, J.F. (2001). Consumer Behavior, The Dryden Press, Orlando, FL. Browne, M.W. ve Cudeck, R. (1992). Alternative ways of assessing model fit. Sociological Methods & Research, 1992 (November), 230-258.
Carter, T. J. ve Gilovich, T. (2010). The relative relativity of material and experiential purchases. Journal of Personality and Social Psychology, 98(1), 146–59.
Cengiz, E. ve Kırkbir, F. (2007). Turkish consumers’ evaluation of products made in foreign countries: The country of origin effect. Innovative Marketing, 3(2), 72- 92.
Ceylan, K.E. (2010). Yabancı tüketicilerin Türkiye ve Türk menşeili ürünler hakkındaki algılarının satın alma niyetine etkileri. Yayınlanmamış Doktora Tezi. Gebze: Gebze Yüksek Teknoloji Enstitüsü.
Chao, P. (1998). Impact of country of origin dimensions on product quality and design quality perceptions. Journal of Business Research, 42, 1–6.
Chih-Ching Yu; Pei-Jou Lin ve Chun-Shuo Chen (2013). How brand image, country of origin, and self-congruity influence internet users’ purchase intention. Social Behavior and Personality, 41(4), 599-612.
Cordell, V.V. (1992). Effects of consumer preferences for foreign sourced products. Journal of International Business Studies, 23(2), 251- 269.
Crowley, Ayn E., Spangenberg, E.R. ve Hughes, K.R. (1992). Measuring the hedonic and utilitarian dimensions of attitudes toward product categories. Marketing Letters, 3(3), 239-249.
Çokluk, Ö., Şekercioğlu, G. ve Büyüköztürk, Ş. (2012). Sosyal bilimler için çok değişkenli istatistik: SPSS ve Lisrel uygulamaları. Ankara: Pegem Akademi. Dagger, T.S. ve Raciti, M. M. (2011). Matching consumers’ country and product image perceptions: an Australian perspective. Journal of Consumer Marketing,28(3), 200 – 210.
Daneshvary, R. ve Schwer, R. K. (2000). The association endorsement and consumers’ intention to purchase. Journal of Consumer Marketing, 17(3), 203–213.
DeVellis, R.F. (2003). Scale development: Theory and applications (2nd ed.), California: Sage.
Dichter, E. (1962). The world customer. Harvard Business Review, 40 (4), 113- 122.
Ding, L., Velicer, W. F., ve Harlow, L. L. (1995). Effects of estimation methods, number of indicators per factor and improper solutions on structural equation modeling fit indices. Structural Equation Modeling, 2, 119-143.
Epstein, S. (1994). Integration of the cognitive and the psychodynamic unconscious. American Psychologist, 49(8), 709-724.
Erickson, G.M.; Johny K.J. ve Chao, P. (1984). Image variables in multi-attribute product evaluations: Country-of-origin effects, Journal of Consumer Research,11(September), 694-699.
Fan, Y. (2006). Branding the nation: What is being branded? Journal of Vacation Marketing, 12(1), 5-14.
Fishbein, M. ve Ajzen, I. (1975). Belief, attitude, ıntention and behavior: An introduction to theory and research, Reading MA: Addison Wesley.
Fornell, C., ve Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18 (1), 39-50.
Gotsi, M.; Lopez, C. ve Andriopoulos, C. (2011). Building country image through corporate image: exploring the factors that influence the image transfer. Journal of Strategic Marketing, 19(3), 255-272.
Hakala, U.; Lemmetyinen, A. ve Kantola, Satu-Päivi (2013). Country image as a nation branding tool. Marketing Intelligence & Planning, 31(5), 538 – 556.
Han, C. M. (1989). Country image: Halo or summary construct? Journal of Marketing Research, 26, 222–229.
Han, C. M. ve Terpstra, V. (1988). CIE effects for uni-national and bi-national products. Journal of International Business Studies, 19, 235–255.
Hui, K.M. ve Zhou, L. (2003). Country of manufacture effects for known brands. European Journal of Marketing, 37(1-2), 133-53.
Hye Jung Jung; Yuri Lee; HaeJung Kim ve Heesoon Yang (2014). Impacts of country images on luxury fashion brand: facilitating with the brand resonance model. Journal of Fashion Marketing and Management, 18(2), 187 – 205
Insch, G. S. ve McBride, J. B. (2004). The impact of country-of-origin cues on consumer perceptions of product quality: A binational test of the decomposed country of- origin construct. Journal of Business Research, 57, 256–265.
Javalgi, R.G.; Park, J.; Lee, O.; Prasad, V.K. ve Vernon, I.R. (2013). Antecedents of Taiwan Chinese consumers’ purchase intentions toward U.S.- and Japanese-made household appliances. Journal of Global Marketing, 26(4), 203-223.
Kan, G.; Cliquet, G. ve Gallo, M.P. (2014). The effect of country image on hypermarket patronage intention. International Journal of Retail & Distribution Management, 42(2), 106 – 130.
Kaynak, E.; Küçükemiroğlu, O. ve Hyder, A.S. (2000). Consumers’ Country of Origin Perceptions of Imported Products in a Homogenous Less Developed Country. European Journal of Marketing, 34(9), 1221-1241.
Kelley, H. H. (1973). The process of causal attribution. American Psychologist, 28 (2), 107 – 128.
Knight, G. A. ve Calantone, R. J. (2000). A flexible model of consumer countryof-origin perceptions. International Marketing Review, 17(2),127–45.
Kotler, P. (1997). Marketing management, analysis, planning, implementation and control (9th ed.). New Jersey: Prentice Hall International Inc.
Kuo, Y.F.; Wu, C.M. ve Deng, W.J. (2009). The relationships among service quality, perceived value, customer satisfaction and post-purchase ıntention in mobile value- added services, Computers in Human Behaviour, (25), 887-896.
Laroche, M.; Papadopoulos, N.; Heslop, L. ve Mourali, M. (2005). The influence of country image structure on consumer evaluations of foreign products. International Marketing Review, 22(1), 96-115.
Levy, S. J. (1959). Symbols for sale. Harvard Business Review, 37(4), 117-124.
Li, D.; Wang, C. Lu; Jiang, Y. ; Barnes, B.R. ve Zhang, H. (2014). The asymmetric influence of cognitive and affective country image on rational and experiential purchases. European Journal of Marketing, 48(11/12), 2153 – 2175.