ÜLKE İMAJI TÜKETİCİLERİN KALİTE ALGILAMALARINI NASIL ETKİLER?

Ahmet Bayraktar, Ramazan Kurtoğlu
757 140

Öz


Bu çalışmanın temel amacı, ülke imajının tüketcilerin kalite algılamalarını etkileyip etkilemediğini incelemektir. Bu etkinin farklı kültürlerde ve farklı ürün kategorilerinde geçerli olup olmadığını da incelemek çalışmanın diğer bir amacıdır. Çalışmada anket yöntemi kullanılarak, kolayda örnekleme yoluyla belirlenen, Türkiye ve A.B.D.’de okuyan lisans ve yüksek lisans öğrencilerinden oluşan bir örneklemden veriler toplanmıştır. Verilerin analizinde güvenilirlik analizi, doğrulayıcı faktör analizi ve yapısal eşitlik modeli kullanılmıştır. Bulgular, mikro ülke imajının tüketicilerin ürünler hakkındaki kalite algılamalarını anlamlı ve pozitif yönde etkilediğini göstermektedir. Bulgular, makro ülke imajı ve algılanan marka kalitesi arasında doğrudan bir ilişki olmadığını da göstermektedir. Önceki menşe ülke çalışmalarından farklı olarak sonuçlar, makro ülke imajının mikro ülke imajını anlamlı ve pozitif yönde etkilediğini göstermektedir. Bu çalışma, ülke imajı stratejik yönetiminin ve öneminin kabul edilmesinin, başarılı bir küresel pazarlama için kilit rol oynayacağını ve olumlu ülke imajının, küresel rekabetin daha da artmasının beklendiği önümüzdeki yıllarda, küresel pazarlarda markanın rekabet avantajının önemli bir parçasını oluşturacağını ortaya koymaktadır. 


Anahtar kelimeler


Ülke imajı, menşe ülke, algılanan marka kalitesi, yapısal eşitlik modeli How Does Country Image Influence Consumers’ Quality Perceptions?

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Referanslar


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