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- Title
TÜKETİCİLERİN KÜRESELLEŞMEYE VE KÜRESEL MARKALARA YÖNELİK TUTUMLARININ MARKA GÜVENİ ÇERÇEVESİNDE İNCELENMESİ.
- Authors
ÖZKAN TEKTAŞ, Öznur; KONYA, Işıl
- Abstract
With the increasing effects of globalization, the importance of consumers' positive attitudes and trust toward global brands has become critical. The aim of this study is to determine the direct effect of the attitude towards global brand and the attitude towards globalization on purchase intention and brand trust's role as a mediator in these relationships. While testing the model, the primary data was gathered from 198 individual consumers. The results show that the positive attitude towards global brand and globalization affects customers' intention to purchase positively. Moreover, it is revealed that brand trust has a mediator role on the relationship between attitude towards global brand and purchase intention and also between attitude towards globalization and purchase intention. This research contributes to the existing literature by examining the mediating role of trust towards global brands in the relationship among globalization, attitude toward global brands and purchase intentions of consumers.
- Subjects
ATTITUDE (Psychology); INTENTION; GLOBALIZATION; TRUST; PURCHASING
- Publication
Hacettepe University Journal of Economics & Administrative Sciences / Hacettepe Üniversitesi Iktisadi ve Idari Bilimler Fakültesi Dergisi, 2020, Vol 38, Issue 2, p347
- ISSN
1301-8752
- Publication type
Article
- DOI
10.17065/huniibf.631779