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 marketing are expanding day by day, trust and loyalty towards brands affect success brands. There may be sociological factors underlying this sense trust. It is important to examine these elements in order make activities customer-oriented, as required new age. context, main purpose study role consumer ethnocentrism, xenocentrism, cosmopolitanism -which sociology-based concepts- effect brand origin on attitude advertisement advertisement. For purpose, a 2x2 between-subjects experimental design was established study. Therefore, data were collected from 237 undergraduate students via two separate surveys, which included different images emphasizing Turkey France origins. According results study, perceived inferiority one dimensions xenocentrism- ethnocentrism have moderating relationship between origin, advertisement, However, also show that social aggrandizement -one do not moderate aforesaid relationship. expected will theoretical practical contributions.