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Marka Kökeninin Reklama Yönelik Güven ve Tutum Üzerindeki Etkisi: Tüketici Etnosentrizminin, Kozmopolitanizminin ve Ksenosentrizminin Rolü

Yıl 2022, Sayı: 48, 76 - 91, 29.08.2022
https://doi.org/10.52642/susbed.1097017

Öz

Pazarlama sınırlarının her geçen gün genişlediği yoğun değişim ortamında, markalara yönelik güven ve sadakat, markaların başarısını etkilemektedir. Bu güven duygusunun altında sosyolojik unsurlar yatabilmektedir. Yeniçağın da gerektirdiği şekilde, pazarlama faaliyetlerini müşteri odaklı hale getirmek için bu sosyolojik unsurların incelenmesi önem arz etmektedir. Bu bağlamda, bu çalışmanın temel amacı, marka orijininin reklama yönelik tutum ve güven üzerindeki etkisinde, sosyoloji temelli kavramlar olan tüketici etnosentrizminin, ksenosentrizminin ve kozpolitanizminin rolünün incelenmesidir. Bu amaca yönelik olarak, çalışmada 2x2 gruplar arası deneysel tasarım dizayn edilmiştir. Bu nedenle, Türkiye ve Fransa kökenli olmak üzere iki farklı reklam görselinin yer aldığı iki ayrı anket ile 237 üniversite öğrencisinden veri toplanmıştır. Çalışmanın sonuçlarına göre, tüketici etnosentrizmi ve tüketici ksenosenterizminin boyutlarından algılanan yetersizlik, marka orijini ile reklama yönelik tutum ve güven arasındaki ilişkide düzenleyici bir etkiye sahiptir. Fakat tüketici kozmopolitanlığının ve tüketici ksenosentrizminin boyutlarından sosyal yüceltmenin söz konusu ilişkide düzenleyici bir etkiye sahip olmadığı sonucuna ulaşılmıştır. Çalışmanın yazına ve pazarlama uygulayıcılarına katkı sağlaması beklenmektedir.

Kaynakça

  • Alden, D. L., Steenkamp, J., & Batra, R. (1999). Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture. Journal of Marketing, 63(1), 75-87.
  • Alonso García, N., Chelminski, P., & González Hernández, E. (2013). The effects of language on attitudes toward advertisements and brands trust in Mexico. Journal of Current Issues & Research in Advertising, 34(1), 77-92.
  • Balabanis, G., & 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., & Diamantopoulos, A. (2016). Consumer Xenocentrism as Determinant of Foreign Product Preference: A System Justification Perspective. Journal of International Marketing, 24(3), 58-77.
  • Balabanis, G., Diamantopoulos, A., Mueller, R. D., & Melewar, T. C. (2001). The Impact of Nationalism, Patriotism and Internationalism on Consumer Ethnocentric Tendencies. Journal of International Business Studies, 32(1), 157-175.
  • Başgöze, P., & Kazancı, Ş. (2014). Ürün yerleştirme ve reklama ilişkin tutumların satın alma eğilimi ve marka imaji üzerine etkileri. Hacettepe University Journal of Economics and Administrative Sciences, 32(1), 29-54.
  • Beltramini, R. F. (1988). Perceived Believability of Warning Label Information Presented in Cigarette Advertising. Journal of Advertising, 17(2), 26-32.
  • Bredahl , L. (2001). Determinants of Consumer Attitudes and Purchase Intentions With Regard to Genetically Modified Food – Results of a Cross-National Survey. Journal of Consumer Policy, 24(1), 23–61.
  • Camacho, L. J., Salazar-Concha, C., & Ramírez-Correa, P. (2020). The influence of xenocentrism on purchase intentions of the consumer: The mediating role of product attitudes. Sustainability, 12(4), 1647.
  • Cannon, H. M., & Yaprak, A. (2002). Will the Real-World Citizen Please Stand Up! The Many Faces of Cosmopolitan Consumer Behavior. Journal of International Marketing, 10(4), 30-52.
  • Cannon, H. M., & Yaprak, A. (2011). A dynamic framework for understanding cross-national segmentation. International Marketing Review, 28(3), 229-243.
  • Chen, S., Wright, M. J., Gao, H., Liu, H., & Mather, D. (2021). The effects of brand origin and country-of-manufacture on consumers' institutional perceptions and purchase decision-making. International Marketing Review, 38(2), 343-366. Cleveland, M., & Laroche, M. (2007). Acculturaton to the global consumer culture: Scale development and research paradigm. Journal of Business Research, 60(3), 249-259.
  • Cleveland, M., Laroche, M., & Papadopoulos, N. (2009). Cosmopolitanism, consumer ethnocentrism, and materialism: An eight-country study of antecedents and outcomes. ournal of International marketing, 17(1), 116-146.
  • Clow, E. K., & Baack, D. (2018). Integrated Advertising, Promotion, and Marketing Communications. Harlow: Pearson.
  • Cornog, M. W. (2010). Merriam-Webster's Vocabulary Builder. Springfield, Massachusetts: Merriam-Webster, Incorporated.
  • Craig, C. S., & Douglas, S. P. (2006). Beyond national culture: Implications of cultural dynamics for consumer research. International Marketing Review, 23(3), 322-342.
  • Diamantopoulos, A., Davydova, O., & Arslanagic-Kalajdzic, M. (2019). Modeling the role of consumer xenocentrism in impacting preferences for domestic and foreign brands: A mediation analysis. Journal of Business Research, 104, 587-596.
  • Durvasula, S., & Lyonski, S. (2006). Impedance to Globalization: The Impact of Economic Threat and Ethnocentrism. Journal of Global Marketing, 19(3-4), 9-32.
  • Ergeç, N. E. (2009). Reklama Şüpheci Yaklaşımın İncelenmesi. Journal of Çukurova University Institute of Social Sciences, 18(2), 172-193.
  • Eshleman, J. R., Cashion, B. G., & Basirico, L. A. (1993). Sociology: An Introduction. USA: HarperCollins Publishers.
  • Featherstone, M. (2002). Global Culture: Nationalism, Globalization, and Modernity. London: Sage Publications.
  • Günel, C. E. (2020, September). E-Ticaret ile marka menşei bilincinin tüketici satın alma davranışı üzerindeki etkisi. Master's Thesis. İstanbul, Turkey: İstanbul Ticaret University Graduate School of Foreign Trade.
  • Herche, J. (1992). A note on the predictive validity of the CETSCALE. Journal of the Academy of Marketing Science, 20(3), 261-264.
  • Kala, D., & Chaubey, D. (2016). Country-of-origin effect and consumers' buying behaviour: An evidence from Indian market. Management Convergence, 7(1), 47-59.
  • Kent, D. P., & Burnight, R. G. (1951). Group Centrism in Complex Societies. American Journal of Sociology, 57(3), 256-259.
  • Kisawike, B. (2015). How country of origin, consumer ethnocentrism and consumer xenocentrism impact upon risk and involvement in the malaria medication decision making process in Tanzania. University of Hull, Doctoral dissertation.
  • Koçak, A., & Bayraktar, A. (2019). Marka Menşei Tanıma Doğruluğu Kavramı ve Mısır Pazarındaki Türk Markaları Üzerine Bir Araştırma. Journal of Research in Business, 4(2), 111-123.
  • Kotler, P., & Keller, K. L. (2016). Marketing Management. Upper Saddle River, NJ: Pearson Prentice Hall.
  • Kotler, P., Armstrong, G., & Opresnik, M. O. (2018). Principles of Marketing. Harlow: Pearson.
  • Laroche, M., Zhang, C., & Sambath, A. (2017). Understanding Cosmopolitanism and Brand Origin Recognition Accuracy: The Moderating Effect of Need for Cognition. Journal of Promotion Management, 24(4), 1-18.
  • Lee, B., & Childs, M. (2021). Building Consumer Trust in Cosmetic Advertisements: The Effect of Model Ethnicity and Brand Origin. International Journal of Marketing Studies, 13(2), 12-19.
  • Lee, S., Johnson, Z., & He, X. (2009). Brand Origin Or Product Origin? The Effects of Country of Origin Fit on Brand Evaluation. In A. L. McGill, & S. Shavit (Ed.), NA - Advances in Consumer Research Volume. 36, pp. 1013-1014. Duluth, MN: Association for Consumer Research.
  • Levy, O., Beechler, S., Taylor, S., & Boyacıgiller, N. A. (2007). What we talk about when we talk about ‘global mindset’: Managerial cognition in multinational corporations. Journal of International Business Studies, 38(2), 231-258.
  • MacKenzie, S. B., & Lutz, R. J. (1989). An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context. Journal of Marketing, 53(2), 48-65.
  • Makrides, A., Kvasova, O., Thrassou, A., Hadjielias, E., & Ferraris, A. (2021). Consumer cosmopolitanism in international marketing research: a systematic review and future research agenda. International Marketing Review, ahead-of-print(ahead-of-print).
  • Merton, R. K. (1957). Patterns of influence: local and cosmopolitan influential. In R. K. Merton, Social Theory and Social Structure (pp. 387-420). New York: The Free Press.
  • Moon, B. J., & Jain, S. C. (2002). Consumer processing of foreign advertisements: roles of country-of-origin perceptions, consumer ethnocentrism, and country attitude. International Business Review, 11(2), 117-138.
  • Mueller, R. D., & Broderick, A. J. (2010). Consumer xenocentrism: an alternative explanation for foreign product bias. Retrieved from StudyLib: https://studylib.net/doc/8320331/consumer-xenocentrism--an-alternative-explanation-for-for
  • Mueller, R. D., Wang, G. X., Liu, G., & Cui, C. C. (2015). Consumer xenocentrism in China: an exploratory study. Asia Pacific Journal of Marketing and Logistics, 28(1), 73-91.
  • Obermiller, C., & Spangenberg, E. R. (1998). Development of a Scale to Measure Consumer Skepticism Toward Advertising. Journal of Consumer Psychology, 7(2), 159-186.
  • Pereira, A., Hsu, C., & Kundu, S. (2002). A Cross-Cultural Analysis of Ethnocentrism in China, India, and Taiwan. Journal of International Consumer Marketing, 15(1), 77-90.
  • Prince, M., Davies, M. A., & Palihawadana, D. (2016). Here, there and everywhere: A study of consumer centrism. International Marketing Review, 5(33), 715-754.
  • Prince, M., Yaprak, A. N., & Palihawadana, D. (2019). The moral bases of consumer ethnocentrism and consumer cosmopolitanism as purchase dispositions. Journal of Consumer Marketing, 36(3), 429-438.
  • Purwanto, E. (2016). The effect of cosmopolitanism on perceived foreign product and purchase intentions: Indonesia case. Calitatea, 17(155), 94.
  • Puzakova, M., Kwak, H., & Andras, T. L. (2010). Mitigating consumer ethnocentrism via advertising and media consumption in a transitional market. International Journal of Advertising, 29(5), 727-764.
  • Reardon, J., Miller, C., Vida, I., & Kim, I. (2005). The effects of ethnocentrism and economic development on the formation of brand and ad attitudes in transitional economies. European Journal of Marketing, 39(7/8), 737-754.
  • Renko, N., Crnjak Karanović, B., & Matić, M. (2012). Influence of consumer ethnocentrism on purchase intentions: Case of Croatia. Ekonomska misao i praksa(2), 529-544.
  • Rettanai Kannan, D. (2020). Consumer Xenocentrism: Antecedents, consequences (and moderators) and related constructs. Doctoral dissertation. Ottawa, Ontario, Canada: Carleton University.
  • Riefler, P., Diamantopoulos, A., & Siguaw, J. (2012). Cosmopolitan consumers as a target group for segmentation. Journal of International Business Studies, 43(3), 285-305.
  • Rojas-Méndez, , J., & Chapa, S. (2020). X-Scale: A new scale to measure consumer xenocentrism. Marketing intelligence & planning., 38(3), 354-368.
  • Samiee, S., & Chabowski, B. R. (2021). Knowledge structure in product- and brand origin–related research. Journal of the Academy of Marketing Science, 49(5), 947–968.
  • Samiee, S., Shimp, T. A., & Sharma, S. (2005). Brand Origin Recognition Accuracy: Its Antecedents and Consumers' Cognitive Limitations. Journal of International Business Studies, 36(4), 379-397.
  • Sharma, S., Shimp, T. A., & Shin, J. (1995). Consumer ethnocentrism: A test of antecedents and moderators , 23, . Journal of the Academy of Marketing Science, 23(1), 26-37.
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The Effect of Brand Origin on Trust in Advertisement and Attitudes towards Advertisement: The Roles of Consumer Ethnocentrism, Cosmopolitanism and Xenocentrism

Yıl 2022, Sayı: 48, 76 - 91, 29.08.2022
https://doi.org/10.52642/susbed.1097017

Öz

In an environment of intense change, where the boundaries of marketing are expanding day by day, trust and loyalty towards brands affect the success of brands. There may be sociological factors underlying this sense of trust. It is important to examine these sociological elements in order to make marketing activities customer-oriented, as required by the new age. In this context, the main purpose of this study is to examine the role of consumer ethnocentrism, xenocentrism, and cosmopolitanism -which are sociology-based concepts- in the effect of brand origin on attitude towards advertisement and trust in advertisement. For this purpose, a 2x2 between-subjects experimental design was established in the study. Therefore, data were collected from 237 undergraduate students via two separate surveys, which included two different advertisement images emphasizing Turkey and France origins. According to the results of the study, perceived inferiority -which is one of the dimensions of consumer xenocentrism- and consumer ethnocentrism have a moderating effect on the relationship between brand origin, attitude towards advertisement, and trust in advertisement. However, results also show that consumer social aggrandizement -one of the dimensions of consumer xenocentrism- and consumer cosmopolitanism do not moderate the aforesaid relationship. It is expected that the study will make theoretical and practical contributions.

Kaynakça

  • Alden, D. L., Steenkamp, J., & Batra, R. (1999). Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture. Journal of Marketing, 63(1), 75-87.
  • Alonso García, N., Chelminski, P., & González Hernández, E. (2013). The effects of language on attitudes toward advertisements and brands trust in Mexico. Journal of Current Issues & Research in Advertising, 34(1), 77-92.
  • Balabanis, G., & 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., & Diamantopoulos, A. (2016). Consumer Xenocentrism as Determinant of Foreign Product Preference: A System Justification Perspective. Journal of International Marketing, 24(3), 58-77.
  • Balabanis, G., Diamantopoulos, A., Mueller, R. D., & Melewar, T. C. (2001). The Impact of Nationalism, Patriotism and Internationalism on Consumer Ethnocentric Tendencies. Journal of International Business Studies, 32(1), 157-175.
  • Başgöze, P., & Kazancı, Ş. (2014). Ürün yerleştirme ve reklama ilişkin tutumların satın alma eğilimi ve marka imaji üzerine etkileri. Hacettepe University Journal of Economics and Administrative Sciences, 32(1), 29-54.
  • Beltramini, R. F. (1988). Perceived Believability of Warning Label Information Presented in Cigarette Advertising. Journal of Advertising, 17(2), 26-32.
  • Bredahl , L. (2001). Determinants of Consumer Attitudes and Purchase Intentions With Regard to Genetically Modified Food – Results of a Cross-National Survey. Journal of Consumer Policy, 24(1), 23–61.
  • Camacho, L. J., Salazar-Concha, C., & Ramírez-Correa, P. (2020). The influence of xenocentrism on purchase intentions of the consumer: The mediating role of product attitudes. Sustainability, 12(4), 1647.
  • Cannon, H. M., & Yaprak, A. (2002). Will the Real-World Citizen Please Stand Up! The Many Faces of Cosmopolitan Consumer Behavior. Journal of International Marketing, 10(4), 30-52.
  • Cannon, H. M., & Yaprak, A. (2011). A dynamic framework for understanding cross-national segmentation. International Marketing Review, 28(3), 229-243.
  • Chen, S., Wright, M. J., Gao, H., Liu, H., & Mather, D. (2021). The effects of brand origin and country-of-manufacture on consumers' institutional perceptions and purchase decision-making. International Marketing Review, 38(2), 343-366. Cleveland, M., & Laroche, M. (2007). Acculturaton to the global consumer culture: Scale development and research paradigm. Journal of Business Research, 60(3), 249-259.
  • Cleveland, M., Laroche, M., & Papadopoulos, N. (2009). Cosmopolitanism, consumer ethnocentrism, and materialism: An eight-country study of antecedents and outcomes. ournal of International marketing, 17(1), 116-146.
  • Clow, E. K., & Baack, D. (2018). Integrated Advertising, Promotion, and Marketing Communications. Harlow: Pearson.
  • Cornog, M. W. (2010). Merriam-Webster's Vocabulary Builder. Springfield, Massachusetts: Merriam-Webster, Incorporated.
  • Craig, C. S., & Douglas, S. P. (2006). Beyond national culture: Implications of cultural dynamics for consumer research. International Marketing Review, 23(3), 322-342.
  • Diamantopoulos, A., Davydova, O., & Arslanagic-Kalajdzic, M. (2019). Modeling the role of consumer xenocentrism in impacting preferences for domestic and foreign brands: A mediation analysis. Journal of Business Research, 104, 587-596.
  • Durvasula, S., & Lyonski, S. (2006). Impedance to Globalization: The Impact of Economic Threat and Ethnocentrism. Journal of Global Marketing, 19(3-4), 9-32.
  • Ergeç, N. E. (2009). Reklama Şüpheci Yaklaşımın İncelenmesi. Journal of Çukurova University Institute of Social Sciences, 18(2), 172-193.
  • Eshleman, J. R., Cashion, B. G., & Basirico, L. A. (1993). Sociology: An Introduction. USA: HarperCollins Publishers.
  • Featherstone, M. (2002). Global Culture: Nationalism, Globalization, and Modernity. London: Sage Publications.
  • Günel, C. E. (2020, September). E-Ticaret ile marka menşei bilincinin tüketici satın alma davranışı üzerindeki etkisi. Master's Thesis. İstanbul, Turkey: İstanbul Ticaret University Graduate School of Foreign Trade.
  • Herche, J. (1992). A note on the predictive validity of the CETSCALE. Journal of the Academy of Marketing Science, 20(3), 261-264.
  • Kala, D., & Chaubey, D. (2016). Country-of-origin effect and consumers' buying behaviour: An evidence from Indian market. Management Convergence, 7(1), 47-59.
  • Kent, D. P., & Burnight, R. G. (1951). Group Centrism in Complex Societies. American Journal of Sociology, 57(3), 256-259.
  • Kisawike, B. (2015). How country of origin, consumer ethnocentrism and consumer xenocentrism impact upon risk and involvement in the malaria medication decision making process in Tanzania. University of Hull, Doctoral dissertation.
  • Koçak, A., & Bayraktar, A. (2019). Marka Menşei Tanıma Doğruluğu Kavramı ve Mısır Pazarındaki Türk Markaları Üzerine Bir Araştırma. Journal of Research in Business, 4(2), 111-123.
  • Kotler, P., & Keller, K. L. (2016). Marketing Management. Upper Saddle River, NJ: Pearson Prentice Hall.
  • Kotler, P., Armstrong, G., & Opresnik, M. O. (2018). Principles of Marketing. Harlow: Pearson.
  • Laroche, M., Zhang, C., & Sambath, A. (2017). Understanding Cosmopolitanism and Brand Origin Recognition Accuracy: The Moderating Effect of Need for Cognition. Journal of Promotion Management, 24(4), 1-18.
  • Lee, B., & Childs, M. (2021). Building Consumer Trust in Cosmetic Advertisements: The Effect of Model Ethnicity and Brand Origin. International Journal of Marketing Studies, 13(2), 12-19.
  • Lee, S., Johnson, Z., & He, X. (2009). Brand Origin Or Product Origin? The Effects of Country of Origin Fit on Brand Evaluation. In A. L. McGill, & S. Shavit (Ed.), NA - Advances in Consumer Research Volume. 36, pp. 1013-1014. Duluth, MN: Association for Consumer Research.
  • Levy, O., Beechler, S., Taylor, S., & Boyacıgiller, N. A. (2007). What we talk about when we talk about ‘global mindset’: Managerial cognition in multinational corporations. Journal of International Business Studies, 38(2), 231-258.
  • MacKenzie, S. B., & Lutz, R. J. (1989). An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context. Journal of Marketing, 53(2), 48-65.
  • Makrides, A., Kvasova, O., Thrassou, A., Hadjielias, E., & Ferraris, A. (2021). Consumer cosmopolitanism in international marketing research: a systematic review and future research agenda. International Marketing Review, ahead-of-print(ahead-of-print).
  • Merton, R. K. (1957). Patterns of influence: local and cosmopolitan influential. In R. K. Merton, Social Theory and Social Structure (pp. 387-420). New York: The Free Press.
  • Moon, B. J., & Jain, S. C. (2002). Consumer processing of foreign advertisements: roles of country-of-origin perceptions, consumer ethnocentrism, and country attitude. International Business Review, 11(2), 117-138.
  • Mueller, R. D., & Broderick, A. J. (2010). Consumer xenocentrism: an alternative explanation for foreign product bias. Retrieved from StudyLib: https://studylib.net/doc/8320331/consumer-xenocentrism--an-alternative-explanation-for-for
  • Mueller, R. D., Wang, G. X., Liu, G., & Cui, C. C. (2015). Consumer xenocentrism in China: an exploratory study. Asia Pacific Journal of Marketing and Logistics, 28(1), 73-91.
  • Obermiller, C., & Spangenberg, E. R. (1998). Development of a Scale to Measure Consumer Skepticism Toward Advertising. Journal of Consumer Psychology, 7(2), 159-186.
  • Pereira, A., Hsu, C., & Kundu, S. (2002). A Cross-Cultural Analysis of Ethnocentrism in China, India, and Taiwan. Journal of International Consumer Marketing, 15(1), 77-90.
  • Prince, M., Davies, M. A., & Palihawadana, D. (2016). Here, there and everywhere: A study of consumer centrism. International Marketing Review, 5(33), 715-754.
  • Prince, M., Yaprak, A. N., & Palihawadana, D. (2019). The moral bases of consumer ethnocentrism and consumer cosmopolitanism as purchase dispositions. Journal of Consumer Marketing, 36(3), 429-438.
  • Purwanto, E. (2016). The effect of cosmopolitanism on perceived foreign product and purchase intentions: Indonesia case. Calitatea, 17(155), 94.
  • Puzakova, M., Kwak, H., & Andras, T. L. (2010). Mitigating consumer ethnocentrism via advertising and media consumption in a transitional market. International Journal of Advertising, 29(5), 727-764.
  • Reardon, J., Miller, C., Vida, I., & Kim, I. (2005). The effects of ethnocentrism and economic development on the formation of brand and ad attitudes in transitional economies. European Journal of Marketing, 39(7/8), 737-754.
  • Renko, N., Crnjak Karanović, B., & Matić, M. (2012). Influence of consumer ethnocentrism on purchase intentions: Case of Croatia. Ekonomska misao i praksa(2), 529-544.
  • Rettanai Kannan, D. (2020). Consumer Xenocentrism: Antecedents, consequences (and moderators) and related constructs. Doctoral dissertation. Ottawa, Ontario, Canada: Carleton University.
  • Riefler, P., Diamantopoulos, A., & Siguaw, J. (2012). Cosmopolitan consumers as a target group for segmentation. Journal of International Business Studies, 43(3), 285-305.
  • Rojas-Méndez, , J., & Chapa, S. (2020). X-Scale: A new scale to measure consumer xenocentrism. Marketing intelligence & planning., 38(3), 354-368.
  • Samiee, S., & Chabowski, B. R. (2021). Knowledge structure in product- and brand origin–related research. Journal of the Academy of Marketing Science, 49(5), 947–968.
  • Samiee, S., Shimp, T. A., & Sharma, S. (2005). Brand Origin Recognition Accuracy: Its Antecedents and Consumers' Cognitive Limitations. Journal of International Business Studies, 36(4), 379-397.
  • Sharma, S., Shimp, T. A., & Shin, J. (1995). Consumer ethnocentrism: A test of antecedents and moderators , 23, . Journal of the Academy of Marketing Science, 23(1), 26-37.
  • Shimp, T. A., & Sharma, S. (1987). Consumer Ethnocentrism: Construction and Validation of the CETSCALE. Journal of Marketing Research, 24(3), 280-289.
  • Shoham., A. B. M. (2003). Consumer ethnocentrism, attitudes and. Journal of International Consumer Marketing, 15(4), 67-86.
  • Soh, H., Reid, L. N., & King, K. W. (2009). Measuring Trust in Advertising: Development and Validation of the ADTRUST Scale. The Journal of Advertising, 38(2), 83-103.
  • Srivastava, A., Gupta, N., & Rana, N. P. (2021). Influence of consumer cosmopolitanism on purchase intention of foreign vs local brands: a developing country perspective. International Journal of Emerging Markets.
  • Sumner, W. G. (1906). Folkways a Study of the Sociological Importance of Usages Manners Customs Mores and Morals. New York: Ginn and Company.
  • Supphellen , M., & Rittenburg, T. L. (2001). Consumer Ethnocentrism When Foreign Products Are Better. Psychology &Marketing, 18(9), 907-927.
  • Thakor, M. V., & Kohli, C. S. (1996). Brand origin: conceptualization and review. Journal of Consumer Marketing, 13(3), 27-42.
  • Thakor, M. V., & Lavack, A. M. (2003). Effect of perceived brand origin associations on consumer perceptions of quality. Journal of Product & Brand Management, 12(6), 394-407.
  • Thompson, C. J., & Tambyah, S. K. (1999a). Trying to be cosmopolitan. Journal of Consumer Research, 26(3), 214-241.
  • Thompson, C. J., & Tambyah, S. K. (1999b). The Starbucks brandscape and consumers'(anticorporate) experiences of glocalization. Journal of consumer research, 26(3), 214-241.
  • Verlegh, P. (2007). Home country bias in product evaluation: the complementary roles of economic and socio-psychological motives. Journal of International Business Studies, 38(3), 361-373.
  • Vuong, B., & Khanh Giao, H. (2020). The impact of perceived brand globalness on consumers’ purchase intention and the moderating role of consumer ethnocentrism: An evidence from Vietnam. Journal of International Consumer Marketing, 32(1), 47-68.
  • Watson, J. J., & Wright, K. (2000). Consumer ethnocentrism and attitudes toward domestic and foreign products. European Journal of Marketing, 34(9/10), 1149-1166.
  • Wei, Y. (2008). Does Consumer Ethnocentrism Affect Purchase Intentions Of Chinese Consumers? Mediating Effect Of Brand Sensitivity And Moderating Effect Of Product Cues. Journal of Asia Business Studies., 3(1), 54-66.
  • Yağcı, M. İ., & İlarslan, N. (2010). Reklamların ve Cinsiyet Kimliği Rolünün Tüketicilerin Satın Alma Davranışları Üzerindeki Etkisi. Dogus University Journal, 11(1), 138-155.
  • Yeğenoğlu, M. (2005). Cosmopolitanism and nationalism in a globalized world. Ethnic and Racial Studies, 28(1), 103-131.
  • Yelkur, R., Chakrabarty, S., & Bandyopadhyay, S. (2006). Ethnocentrism and Buying Intentions: Does economic development metter? Marketing Managment Journal, 16(2), 26-37.
  • Zeugner-Roth, K., Žabkar, V., & Diamantopoulos, A. (2015). Consumer ethnocentrism, national identity, and consumer cosmopolitanism as drivers of consumer behavior: A social identity theory perspective. Journal of international marketing, 23(2), 25-54.
Toplam 71 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Araştırma Makaleleri
Yazarlar

V. Özlem Akgün 0000-0002-0597-7318

Tuğçe Sancı 0000-0003-1873-2237

Selahattin Onur Karlık 0000-0003-3105-5103

Yayımlanma Tarihi 29 Ağustos 2022
Gönderilme Tarihi 4 Nisan 2022
Yayımlandığı Sayı Yıl 2022 Sayı: 48

Kaynak Göster

APA Akgün, V. Ö., Sancı, T., & Karlık, S. O. (2022). The Effect of Brand Origin on Trust in Advertisement and Attitudes towards Advertisement: The Roles of Consumer Ethnocentrism, Cosmopolitanism and Xenocentrism. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(48), 76-91. https://doi.org/10.52642/susbed.1097017


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