Küresel Markalara Yönelik Tutumları Etkileyen Faktörler
Factors Affecting Attitudes Towards Global Brands

Summary/Abstract: Despite the fact that there is not a consensus on the definition of the “global brand”, conceptually it is differentiated from the other brands conceptually in the minds of the academicians, executives and consumers. Because of the “globality” aspect of these brands, factors affecting the attitudes towards them, are expected to be different from the ones affecting the attitudes towards ordinary brands. In this context, in this study the relationship between the attitudes towards global brands and factors which are related to globality, namely global company animosity, attitudes towards globalism and consumer ethnocentrism and additionally other factors which are materialism, expected benefit and vertical individualism are examined. To this end, a survey on 798 respondents selected via convenience and judgmental sampling methods was carried out. Findings indicate that while materialism, individualism and expected benefit affect positively the attitudes towards global brands, consumer ethnocentrism, antiglobalism and global company animosity have negative effects on attitudes towards global brands.

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