KÜRESEL VE YEREL MARKALAR: KÖKEN VE ALGI AYRIMI

Purpose: This study aims to (1) disentangle the relationship between brand origin (global vs. local) and perceptions (perceived globalness, PBG local iconness, LI), (2) investigate how consumer ethnocentrism moderates these model pathways. 
 Design/methodology/approach: We utilize a multi-method approach in two complementary studies, survey (N=253) an experiment (N=148). Findings: find that (PBG LI) are distinct constructs need be accounted for separately evaluation models. show routes purchase intentions (PIs) differ across global brands. has positive with perceived quality prestige but only In contrast, brands, LI plays crucial role via relationships prestige. Consumers prefer brands stay true their origin. Ethnocentrism dampens both PBG-PI LI-PI relations Neither nor seems trigger PIs ethnocentric consumers brands.
 Originality/value: Brand managers should origins of (global/local) building brands’ globalness/localness since fit perceptions.