Mustafa YILMAZ, Nihal SÜTÜTEMİZ, Remzi ALTUNIŞIK

MİLLİ KİMLİK VE TÜKETİCİ AŞİNALIĞININ MENŞE ÜLKE İMAJI ÜZERİNE ETKİLERİNİN İNCELENMESİ: BULGARİSTAN ÖRNEĞİ

Yabancı menşeli ürünlere karşı tüketicilerin geliştirdikleri tutumları araştıran literatür, menşe ülke imajı kavramıyla özetlenmektedir. Bu literatür birbiriyle ilişkili iki bağımsız yaklaşıma ayrıldığı görülmektedir. Birinci yaklaşım menşe ülke imajının tüketiciler için bir kalite göstergesi olduğunu öne sürmektedir. İkinci yaklaşım, menşe ülke ipucunun ürünün menşe ülkesine karşı tüketicilerin sahip oldukları milli duyguları harekete geçirmektedir. Bu çalışmada her iki bakış açısını birlikte değerlendirecek bir model geliştirilmeye çalışılmıştır. Bu bağlamda Bulgar tüketicilerinin Beko marka televizyonlara aşinalıkları ve milli kimliklilerinin menşe ülke imajı üzerine etkisi incelenmiştir. Bulgular, milli kimliğin menşe ülke imajı üzerine olumsuz, tüketici aşinalığının ise olumlu etkisi olduğunu göstermektedir.

Anahtar Kelimeler:

Menşe Ülke İmajı, Milli Kimlik, Tüketici Aşinalığı, Milliyetçilik, Husumet

AN INVESTIGATION OF THE IMPACT OF NATIONAL IDENTITY AND CONSUMER FAMILIARITY ON COUNTRY OF ORIGIN IMAGE: THE CASE OF BULGARIA

In literature, attitudes which consumers develop against foreign country products are summarized as ‘country of origin image’ term. In the literature, the role of country of origin in consumer decision making is examined from two aspects. First aspect is on the claims that the country of origin image functions as a quality indicator for consumers. Second aspect is on the claims that country of origin cue reinvigorates consumers’ national emotions against product’s country of origin. This study aimed at developing a model to evaluate both perspectives together. In this context Bulgarian consumers’ familiarities to Beko brand TV and impact of the national identities on country of origin image were examined. Results showed that national identity had negative impact on country of origin image while consumers’ familiarities had positive impact

Keywords:

Country of Origin Image, National Identity, Consumer Familiarity, Nationalism, Animosity,

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