The Effect of Brand Origin on Trust in Advertisement and Attitudes towards Advertisement: The Roles of Consumer Ethnocentrism, Cosmopolitanism and Xenocentrism
In an environment of intense change, where the boundaries of marketing are expanding day by day, trust and loyalty towards brands affect the success of brands. There may be sociological factors underlying this sense of trust. It is important to examine these sociological elements in order to make ma...
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| Format: | Article |
| Language: | English |
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Selçuk University
2022-08-01
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| Series: | Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi |
| Subjects: | |
| Online Access: | https://dergipark.org.tr/tr/download/article-file/2347011 |
| _version_ | 1797686505909518336 |
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| author | Selahattin Onur Karlık V. Özlem Akgün Tuğçe Sancı |
| author_facet | Selahattin Onur Karlık V. Özlem Akgün Tuğçe Sancı |
| author_sort | Selahattin Onur Karlık |
| collection | DOAJ |
| description | In an environment of intense change, where the boundaries of marketing are expanding day by day, trust and loyalty towards brands affect the success of brands. There may be sociological factors underlying this sense of trust. It is important to examine these sociological elements in order to make marketing activities customer-oriented, as required by the new age. In this context, the main purpose of this study is to examine the role of consumer ethnocentrism, xenocentrism, and cosmopolitanism -which are sociology-based concepts- in the effect of brand origin on attitude towards advertisement and trust in advertisement. For this purpose, a 2x2 between-subjects experimental design was established in the study. Therefore, data were collected from 237 undergraduate students via two separate surveys, which included two different advertisement images emphasizing Turkey and France origins. According to the results of the study, perceived inferiority -which is one of the dimensions of consumer xenocentrism- and consumer ethnocentrism have a moderating effect on the relationship between brand origin, attitude towards advertisement, and trust in advertisement. However, results also show that consumer social aggrandizement -one of the dimensions of consumer xenocentrism- and consumer cosmopolitanism do not moderate the aforesaid relationship. It is expected that the study will make theoretical and practical contributions. |
| first_indexed | 2024-03-12T01:07:00Z |
| format | Article |
| id | doaj.art-80888c88f446471a8adedd78bbbe2d0f |
| institution | Directory Open Access Journal |
| issn | 2667-4750 |
| language | English |
| last_indexed | 2024-03-12T01:07:00Z |
| publishDate | 2022-08-01 |
| publisher | Selçuk University |
| record_format | Article |
| series | Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi |
| spelling | doaj.art-80888c88f446471a8adedd78bbbe2d0f2023-09-14T08:49:18ZengSelçuk UniversitySelçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi2667-47502022-08-0148769110.52642/susbed.1097017154The Effect of Brand Origin on Trust in Advertisement and Attitudes towards Advertisement: The Roles of Consumer Ethnocentrism, Cosmopolitanism and XenocentrismSelahattin Onur Karlık0V. Özlem Akgün1Tuğçe Sancı2SELÇUK ÜNİVERSİTESİSELÇUK ÜNİVERSİTESİSelçuk ÜniversitesiIn an environment of intense change, where the boundaries of marketing are expanding day by day, trust and loyalty towards brands affect the success of brands. There may be sociological factors underlying this sense of trust. It is important to examine these sociological elements in order to make marketing activities customer-oriented, as required by the new age. In this context, the main purpose of this study is to examine the role of consumer ethnocentrism, xenocentrism, and cosmopolitanism -which are sociology-based concepts- in the effect of brand origin on attitude towards advertisement and trust in advertisement. For this purpose, a 2x2 between-subjects experimental design was established in the study. Therefore, data were collected from 237 undergraduate students via two separate surveys, which included two different advertisement images emphasizing Turkey and France origins. According to the results of the study, perceived inferiority -which is one of the dimensions of consumer xenocentrism- and consumer ethnocentrism have a moderating effect on the relationship between brand origin, attitude towards advertisement, and trust in advertisement. However, results also show that consumer social aggrandizement -one of the dimensions of consumer xenocentrism- and consumer cosmopolitanism do not moderate the aforesaid relationship. It is expected that the study will make theoretical and practical contributions.https://dergipark.org.tr/tr/download/article-file/2347011markakökentutumreklametnosentrizmksenosentrizmkozmopolitanizmbrandoriginattitudeadvertisingethnocentrismxenocentrismcosmopolitanism |
| spellingShingle | Selahattin Onur Karlık V. Özlem Akgün Tuğçe Sancı The Effect of Brand Origin on Trust in Advertisement and Attitudes towards Advertisement: The Roles of Consumer Ethnocentrism, Cosmopolitanism and Xenocentrism Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi marka köken tutum reklam etnosentrizm ksenosentrizm kozmopolitanizm brand origin attitude advertising ethnocentrism xenocentrism cosmopolitanism |
| title | The Effect of Brand Origin on Trust in Advertisement and Attitudes towards Advertisement: The Roles of Consumer Ethnocentrism, Cosmopolitanism and Xenocentrism |
| title_full | The Effect of Brand Origin on Trust in Advertisement and Attitudes towards Advertisement: The Roles of Consumer Ethnocentrism, Cosmopolitanism and Xenocentrism |
| title_fullStr | The Effect of Brand Origin on Trust in Advertisement and Attitudes towards Advertisement: The Roles of Consumer Ethnocentrism, Cosmopolitanism and Xenocentrism |
| title_full_unstemmed | The Effect of Brand Origin on Trust in Advertisement and Attitudes towards Advertisement: The Roles of Consumer Ethnocentrism, Cosmopolitanism and Xenocentrism |
| title_short | The Effect of Brand Origin on Trust in Advertisement and Attitudes towards Advertisement: The Roles of Consumer Ethnocentrism, Cosmopolitanism and Xenocentrism |
| title_sort | effect of brand origin on trust in advertisement and attitudes towards advertisement the roles of consumer ethnocentrism cosmopolitanism and xenocentrism |
| topic | marka köken tutum reklam etnosentrizm ksenosentrizm kozmopolitanizm brand origin attitude advertising ethnocentrism xenocentrism cosmopolitanism |
| url | https://dergipark.org.tr/tr/download/article-file/2347011 |
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