When does brand foreignness matter for ethnocentric consumers in developing countries? the role of emotions and national icon products

buir.advisorKurdoğlu, Rasim Serdar
dc.contributor.authorYılmaz, Alım
dc.date.accessioned2020-08-28T13:05:11Z
dc.date.available2020-08-28T13:05:11Z
dc.date.copyright2020-07
dc.date.issued2020-07
dc.date.submitted2020-07-27
dc.descriptionCataloged from PDF version of article.en_US
dc.descriptionThesis (M.S.): Bilkent University, Department of Management, İhsan Doğramacı Bilkent University, 2020.en_US
dc.descriptionIncludes bibliographical references (leaves 48-55).en_US
dc.description.abstractIt is widely known that an increase in the perceived quality of a brand significantly increases one’s intention to purchase that brand. According to the signaling theory, the foreignness of a brand may act as a sign of quality. In developing countries, foreign brands originating from developed countries are identified with wealth, prestige, allure, and superiority; these features lead consumers to consider them higher quality. However, for ethnocentric consumers, as the social identity theory suggests, a higher perceived foreignness of a brand may become an out-group sign that decreases one’s perception of brand quality, and which eventually decreases purchase intentions. Despite these expectations, there is no obvious pattern demonstrating a relationship between perception of brand foreignness, brand quality, and the purchase intentions of ethnocentric consumers. To explore a relevant pattern, I focus on the purchase intentions of ethnocentric consumers for products that are categorized as national icons. As ethnocentric consumption hints at an emotional attachment to one’s own culture, I investigate the effect of emotions on ethnocentric consumption through observing changes in the purchase intentions for national icons. Drawing on the appraisal tendency framework, I hypothesize that incidental emotions (i.e., mood) moderate the relationships among perceived brand foreignness, perceived brand quality, and purchase intentions in such a manner that each emotion has a distinct effect on judgments and decisions surrounding quality and purchase. ANOVA and OLS regression analyses illustrate that the national icon status of a product on its own does not have a statistically significant effect on the purchase decisions of ethnocentric consumers. By contrast, when the incidental emotion of anger is present, the purchase intention for national icon products with foreign brand names decreases significantly; incidental anger triggers a shallow heuristic decision which amplifies stereotypical reasoning.en_US
dc.description.provenanceSubmitted by Betül Özen (ozen@bilkent.edu.tr) on 2020-08-28T13:05:11Z No. of bitstreams: 1 10346242_.pdf: 1112850 bytes, checksum: 2b26135f414a4ade426b51a5ec8078f2 (MD5)en
dc.description.provenanceMade available in DSpace on 2020-08-28T13:05:11Z (GMT). No. of bitstreams: 1 10346242_.pdf: 1112850 bytes, checksum: 2b26135f414a4ade426b51a5ec8078f2 (MD5) Previous issue date: 2020-07en
dc.description.statementofresponsibilityby Alım Yılmazen_US
dc.format.extentxii, 79 leaves : illustrations, tables ; 30 cm.en_US
dc.identifier.itemidB154442
dc.identifier.urihttp://hdl.handle.net/11693/53975
dc.language.isoEnglishen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectEmotions and decision makingen_US
dc.subjectNational icon producten_US
dc.subjectPerceived Brand Quality (PBQ)en_US
dc.subjectPerceived Brand Foreignness (PBF)en_US
dc.subjectPurchase intentionen_US
dc.titleWhen does brand foreignness matter for ethnocentric consumers in developing countries? the role of emotions and national icon productsen_US
dc.title.alternativeMarka yabancilik algısı gelişmekte olan ülkelerdeki etnomerkezci tüketiciler için ne zaman önemlidir? duyguların ve milli ikon ürünün rolüen_US
dc.typeThesisen_US
thesis.degree.disciplineBusiness Administration
thesis.degree.grantorBilkent University
thesis.degree.levelMaster's
thesis.degree.nameMBA (Master of Business Administration)

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