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- Title
KÜRESEL TÜKETİCİ KÜLTÜRÜNE YATKINLIĞIN KÜRESEL MARKA SATIN ALMA NİYETİ ÜZERİNE ETKİSİ: ÜNİVERSİTE ÖĞRENCİLERİ ÜZERİNE UYGULAMA.
- Authors
YÜCE, Alpaslan; SAMSA, Çağlar
- Abstract
In globalizing market conditions, consumers are taking a global attitude while performing their purchasing behaviour. This attitude affects consumers all over the world and consumers with similar habits are emerging. From this perspective, it became very important to know the personality characteristics of the consumers and the personality type they should be assessed. In this direction, a study has been done on students of Faculty of Economic and Administrative Science of Kafkas University. In the study, personality types that are prone to global consumer cultures were examined and the effect of global consumer cultural tendency on global brand purchase intentions was investigated. In the result of study; global consumer culture tendency differs according to personality type and global consumer culture tendency influences the global brand purchase intention.
- Publication
Omer Halisdemir Universitesi Iktisadi ve Idari Bilimler Fakültesi Dergisi, 2018, Vol 11, Issue 1, p165
- ISSN
2564-6931
- Publication type
Article
- DOI
10.25287/ohuiibf.331975