Pınar BAŞGÖZE, Maryam Saaduldeen Abdulqader SALIHI

TÜKETİCİ ULUS MERKEZCİLİĞİNİN KÜRESEL KÜLTÜR KONUMLANDIRMASI İLE OLUŞTURULAN REKLAMLARA YÖNELİK TUTUM ÜZERİNE ETKİSİ: IRAK-TÜRKİYE ÖRNEĞİ

Bu çalışma ile tüketicilerin ulus merkezci eğilimlerinin, küresel kültür konumlandırma ile yapılan bir reklama yönelik tutumları üzerine etkileri araştırılmaktadır. Bu etkileri araştırmak için Türkiye ve Irak’ta bulunan toplam 400 hane halkı üzerinden anket yöntemi ile veri toplanmış olup, bu iki ülke karşılaştırmalı olarak incelenmiştir. Bu karşılaştırma 17 sorudan oluşan ve “Toplum Yanlı Olma, Biliş, Tehdit, Tepkisellik ve Alışkanlık” boyutlarını içeren beş boyutlu tüketici ulus merkezci eğilimi genişletilmiş ölçeği CEESCALE ile gerçekleştirilmiştir. Çalışma kapsamında, Türk ve Iraklı katılımcılar için CEESCALE ölçeği içerisinde yer alan boyutların geçerliliği faktör analizi kullanılarak test edilmiştir. Yapılan faktör analizi sonucunda, ulus merkezciliğin beş boyutundan biri olan “Alışkanlık” boyutu hem Iraklı ve Türk katılımcılar için anlamlı bir boyut olarak çıkmamıştır. Daha sonra, ulus merkezci eğilimin geçerli olan boyutları ve küresel reklama yönelik tutum arasındaki ilişkiyi incelemek üzere regresyon analizi kullanılmıştır. Irak için ulus merkezciliğin “Biliş” ve “Tehdit” boyutları, küresel tüketici kültürü konumlandırma ile yapılan bir reklama yönelik tüketicilerin tutumları üzerine olumlu bir etkiye sahip olduğu saptanmıştır. Türk katılımcılar için ise “Toplum Yanlı Olma” boyutunun tüketici kültürü konumlandırma ile yapılan bir reklama yönelik tüketicilerin tutumları üzerine olumsuz etkisi saptanmıştır.

THE EFFECT OF CONSUMER ETHNOCENTRISM ON ATTITUDES TOWARDS GLOBAL CONSUMER CULTURE ADVERTISEMENTS: IRAQ – TURKEY EXAMPLE

This study investigates the effects of consumer ethnocentrism dimensions on attitudes towards an advertisement made with global culture positioning. A total of 400 household data were collected through a questionnaire in Turkey and Iraq to investigate these effects in these countries comparatively. A multidimensional scale CEESCALE that consisted of 17 questions and five dimensions (Prosociality, Cognition, Insecurity, Reflexiveness, and Habituation) was used to test ethnocentrism tendencies of the two countries. Exploratory factor analysis was conducted to test the validity of the dimensions for both Turkey and Iraq. According to factor analysis, “Habituation” is not a valid dimension for neither Turkish nor Iraqi participants. A regression analysis was conducted to test the relationship between consumer ethnocentrism and the attitude toward global consumer culture positioning ads. For Iraqi participants, “Cognition” and “Insecurity” dimensions of ethnocentrism positively affect attitudes towards global consumer culture positioning ads. For Turkey, the “Prosociality” dimension negatively affects attitudes towards global consumer culture positioning ads.

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