Marka Güveni, Kozmopolitizm ve Materyalizmin Algılanan Marka Küreselliğinin Satın Alma Niyeti Üzerindeki Etkisindeki Rolleri
The Roles of Brand Trust Cosmopolitanism and Materialism in the Effect of Perceived Brand Globalness on Purchase Intention

Summary/Abstract: Today’s consumers encounter a large number of brands in the marketplace. The advancement of technology has led brands to exert more effort to maintain their presence and strengthen their position against competitors. Global brands are brands that are present in almost every country in the world and operate with the same marketing strategies. In their strategies, brands sometimes emphasize their global presence in an attempt to influence consumers' purchasing intentions. In this context, how the brand is perceived by the consumer becomes significant. The aim of this study is to determine the impact of consumers’ global perceptions of brands on their purchasing intentions, and to examine whether brand trust plays a mediating role. Another objective of the study is to investigate the moderating roles of materialism and cosmopolitanism in the relationship between perceived brand globalness and purchasing intention. The research was conducted using a non-random sampling method, specifically convenience sampling, and an online survey was administered. The responses from 390 participants were analyzed using SPSS Statistics 22 and SmartPLS 4.1.1.2 software. The results of the study revealed that perceived brand globalness has a positive and statistically significant effect on purchasing intention. Brand trust has a partial mediating role in the relationship between perceived brand globality and purchase intention, while materialism has a significant and positive moderating effect on this relationship, cosmopolitanism has a significant but negative effect.

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