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Uluslararası Marka İttifaklarının Başarısı ile İlişkili Olabilecek Faktörlerin İncelenmesi

Year 2018, Volume: 18 Issue: 4, 549 - 564, 23.10.2018

Abstract

Türkiye’de bir yerel ve bir yabancı marka arasında oluşturulacak uluslararası marka ittifakının başarısı ile ilişkili olabilecek faktörlerin ortaya konması, Türkiye’de uluslararası marka ittifakı yatırımı yapmayı düşünen yabancı ve yerel marka yöneticilerine yol gösterici önemli katkılar sağlayacaktır. Ayrıca, Türkiye literatüründe uluslararası marka ittifakları ve bu ittifakların başarısı ile ilişkili olabilecek faktörler hakkındaki çalışmaların yok denecek kadar az olması nedeniyle bu çalışma, ilgili boşluğa katkı yaparak önemli bir eksikliği giderecektir. Bu çalışma, Türkiye’deki uluslararası marka ittifakı literatürüne ve Türkiye’de uluslararası marka ittifakı yatırımı yapmayı düşünen işletmelere sağlayacağı katkılar nedeni ile önemlidir. Bu bakımdan araştırmanın amacı; uluslararası marka ittifaklarının başarısı ile ilişkili olabilecek faktörlerin tespit edilerek geçerlilik ve güvenilirliklerinin sorgulanması ve böylelikle işletmelere yol gösterici önerilerde bulunabilmektir. Veriler, İstanbul, İzmir ve Ankara’da, kolayda örnekleme ve yüz yüze anket yöntemi ile toplanmış, 600 kişilik örneklem büyüklüğüne ulaşılmıştır. Katılımcılar uluslararası marka ittifakı senaryosunu okuyup, senaryo doğrultusunda anket sorularını yanıtlamışlardır. Verilerin analizinde keşfedici ve doğrulayıcı faktör analizi ile korelasyon analizinden faydalanılmıştır. Çalışmanın sonucunda; uluslararası marka ittifaklarının başarısı ile ilişkili olabilecek faktörler olarak algılanan uyum, etnosentrizm, algılanan marka yabancılığı, tutum ve satın alma niyeti değişkenlerinin geçerli ve güvenilir yapılar oldukları ve aralarında anlamlı ilişkilerin olduğu bulunmuştur.

References

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  • Abratt, R. ve Motlana, P. (2002). Managing co-branding strategies: Global brands into local markets. Business Horizons, 45(5), 43-50.
  • Akram, A., Merunka, D. ve Akram, M.S. (2011). Perceived brand globalness in emerging markets and the moderating role of consumer ethnocentrism. International Journal of Emerging Markets, 6(4), 291-303.
  • Ashton, A.S. ve Scott, N. (2011). Hotel restaurant co-branding: The relationship of perceived brand fit with intention to purchase. Journal of Vacation Marketing, 17(4), 275–285.
  • Batra, R., Ramaswamy, V., Alden, D.L., Steenkamp, J.B.E.M. ve Ramachander, S. (2000). Effects of brand local and nonlocal origin on consumer attitudes in developing countries. Journal of Consumer Psychology, 9(2), 83–95.
  • Besharat, A. (2010). How co-branding versus brand extensions drive consumers’ evaluations of new products: A brand equity approach. Industrial Marketing Management, 39, 1240–1249.
  • Blackett, T. ve Boad, B. (1999). Co-branding: The Science of Alliance. London: Macmillan.
  • Bluemelhuber, C., Carter, L.L. ve Lambe, C.J. (2007). Extending the view of brand alliance effects: An integrative examination of the role of country of origin. International Marketing Review, 24(4), 427-443.
  • Brand Finance (2015). Food 25 – 2015, The annual report on the world’s most valuable Food brands, February 2015.
  • Büyüköztürk, Ş. (2016). Sosyal Bilimler İçin Veri Analizi El Kitabı. Ankara: Pegem Akademi.
  • Chang, C.C., Jong, A. ve Huang, F.C. (2012). Using electronic resources to support problem-based learning. Journal of Educational Computing Research. 46(2), 195-206.
  • Çelik, H. E. ve Yılmaz, V. (2013). Lisrel 9.1 ile Yapısal Eşitlik Modellemesi. Ankara: Anı Yayıncılık.
  • Dodds, W.B., Monroe, K.B. ve Grewal, D. (1991). Effects of price, brand, and store ınformation on buyers’ product evaluations. Journal of Marketing Research, 28, 307-319.
  • Durmuş, B., Yurtkoru, E.S. ve Çinko, M. (2011). Sosyal bilimlerde spss’le veri analizi. İstanbul: Beta.
  • Elmuti, D. ve Kathawala, Y. (2001). An overview of strategic alliances. Management Decision, 39(3), 205–217.
  • Fornell, C. ve Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
  • Gammoh, B.S., Voss, K.E. ve Fang, X. (2010). Multiple brand alliances: a portfolio diversification perspective. Journal of Product & Brand Management, 19(1), 27–33.
  • Gegez, A. E. (2010). Pazarlama Araştırmaları. İstanbul: Beta.
  • Geuens, M. ve Pecheux, C. (2006). Co-branding ın advertising: The ıssue of product and brand fit vlerick leuven gent working paper series, 17.
  • Geylani, T., Inman, J.J. ve Hofstede, F.T. (2008). Image reinforcement or ımpairment: The effects of co-branding on attribute uncertainty. Marketing Science, 27(4), (July-August) 730-744.
  • Grossman, R.P. (1997). Co-branding in advertising: developing effective associations. Journal of Product & Brand Management, 6(3), 191-201.
  • Hair, J.F., Black, W.C., Babin, B.J. ve Anderson, R.E. (2010). Multivariate Data Analysis A Global Perspective. 7th Edition, Global Edition, Pearson.
  • Huang, C.C., Wang, Y.M., Wu, T.W. ve Wang P.A. (2013). An empirical analysis of the antecedents and performance consequences of using the moodle platform. International Journal of Information and Education Technology, 3(2), 217-221.
  • Huddleston, P., Good, L.K. ve Stoel, L. (2001). Consumer ethnocentrism, product necessity and Polish consumers’ perceptions of quality. International Journal of Retail and Distribution Management, 29(5), 236-246.
  • Javalgi, R.G., Khare, P.V., Gross, A.C. ve Scherer, R.F. (2005). An application of the consumer ethnocentrism model to French consumers. International Business Review, 14, 325-344.
  • Kamaruddin, A.R., Mokhlis, S. ve Othman, M.N. (2002). Ethnocentrism orientation and choice decisions of malaysian consumers: The effect of socio-cultural and demographic factors. Asia Pacific Management Review, 7(4), 555-574.
  • Kaynak, E. ve Kara, A. (2002). Consumer perceptions of foreign products, An analysis of product-country images and ethnocentrism. European Journal of Marketing, 36(7-8), 928-949.
  • Kim, M.J., Chung, N., Lee, C.K. ve Preis, M.W. (2015). Why do smartphone shoppers help others on websites? The effects of attachments on reciprocal altruism. Information Development, 1-17.
  • Kim, W.G., Lee, S. ve Lee, H.Y. (2007). Co-branding and brand loyalty. Journal of Quality Assurance in Hospitality & Tourism, 8(2), 1-23, DOI: 10.1300/J162v08n02_01.
  • Kurtuldu, G. (2016). Uluslararası marka ittifaklarında tüketicilerin algıladığı uyum ile tüketicilerin etnosentrik eğilimlerinin ve değerlerinin satın alma niyeti ile etkileşimi (Yayınlanmamış Doktora Tezi, İstanbul Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul).
  • Lee, J.K., Lee, B.K. ve Lee, W.N. (2013). Country of origin fit’s effect on consumer product evaluation in cross-border strategic brand alliances. Journal of Business Research, 66, 354-363.
  • Lee, C.L. ve Decker, R. (2008). A systematic analysis of the preference change in co-branding mpra paper. No. 12249. 20.07.2017 tarihinde http://mpra.ub.uni-muenchen.de/12249/ adresinden erişilmiştir.
  • Levin, P.I. ve Levin, A.M. (2000). Modeling the role of brand alliances in the assimilation of product evaluations. Journal of Consumer Psychology, 9(1), 43-52.
  • Li, Y. ve He, H. (2013). Evaluation of international brand alliances: Brand order and consumer ethnocentrism. Journal of Business Research, 66, 89-97.
  • Li, X., Yang, J., Wang, X. ve Lei, D. (2012). The ımpact of country-of-origin ımage, consumer ethnocentrism and animosity on purchase ıntention. Journal of Software, 7(10), 2263-2268.
  • Lindquist, J.D., Vida, I., Plank, E.R. ve Fairhurst, A. (2001). The modified CETSCALE: Validity tests in the Czech Republic, Hungary, and Poland. International Business Review, 10, 505–516.
  • Liu, D., Tong, C., Liu, Y., Yuan, Y. ve Ju, C. (2014). Examining the adoption and continuous usage of context-aware services: An empirical study on the use of an intelligent tourist guide. Information Development, 1-14.
  • Moon, J., Chadee, D. ve Tikoo, S. (2008). Culture, product type, and price influences on consumer purchase intention to buy personalized products online. Journal of Business Research, 61, 31-39.
  • Muehling, D.D. ve Laczniak, R.N. (1988). Advertising’s immediate and delayed ınfluence on brand attitudes: Considerations across message-ınvolvement levels. Journal of Advertising, 17(4), 23-34.
  • Nakip, M. (2006). Pazarlama Araştırmaları. Ankara: Seçkin.
  • Park, C.W., Jun, S.Y. ve Shocker, A.D. (1996). Composite branding alliances: an investigation of extension and feedback effects. Journal of Marketing Research, 33(4), 453-466.
  • Park, C.W., Millberg, S. ve Lawson, R. (1991). Evaluation of brand extensions: the role of product feature similarity and brand concept consistency Journal of Consumer Research, 18: 185-93.
  • Park, J.H., Park, K.N. ve Zhang, A. (2003). The impact of international alliances on rival firm value: A study of the British Airways/USAir Alliance. Transportation Research Part E, 39, 1–18.
  • Parkhe, A. (1993). Strategic alliance structuring: A game theoretic and transaction cost examination of ınterfirm cooperation. Academy of Management Journal, 36(4), 794-829.
  • Poon, P., Evangelista, F. ve Albaum G. (2010). Attitudes of migrants towards foreign-made products: An exploratory study of migrants in Australia. Journal of Consumer Marketing, 27(1), 35 – 42.
  • Prince, M. ve Davies, M. (2002). Co-branding partners: What do they see in each other? Business Horizons, September-October, 51-55.
  • Punyatoya, P. (2013). Effect of perceived brand foreignness on branding strategy evaluation for high and low involvement products. Int. J. Business and Emerging Markets, 5(1), 28–45.
  • Punyatoya, P. (2014). Evaluation of branding strategies for global versus local brand: The role of concept consistency. Int. J. Business Excellence, 7(1), 112-128.
  • Rao, A.R. ve Ruekert, R.W. (1994). Brand alliances as signals of product quality. Sloan Management Review, 36(1), 87-97.
  • Rao, A.R., Qu, L. ve Ruekert, R.W. (1999). Signaling unobservable product quality through a brand ally. Journal of Marketing Research, 36(2), 258-268.
  • Rodrigue, C.S. ve Biswas, A. (2004). Brand alliance dependency and exclusivity: An emprical investigation. Journal of Product and Brand Management, 13(7), 477-487.
  • Shankarmahesh, M.N. (2006). Consumer ethnocentrism: An integrative review of its antecedents and consequences. International Marketing Review, 23(2), 146 – 172.
  • Shimp, T. A. ve Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of Marketing Research, 27, 280–289.
  • Simonin, B.L. ve Ruth, J.A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitude. Journal of Marketing Research, 35(1), 30-42.
  • Spears, N. ve Singh, S.N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53-66. DOI: 10.1080/10641734.2004.10505164.
  • Steenkamp, J. E. M. ve Baumgartner, H. (1998). Assessing measurement invariance in cross-national consumer research. Journal of Consumer Research, 25, 78–90.
  • Steenkamp, J.B. EM., Batra, R. ve Alden, D. L. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34, 53-65.
  • Şimşek, Ö. F. (2007). Yapısal Eşitlik Modellemesine Giriş. Ankara: Ekinoks.
  • Tavşancıl, E. (2014). Tutumların Ölçülmesi ve SPSS ile Veri Analizi. Ankara: Nobel.
  • Teo, T. (2009). The impact of subjective norm and facilitating conditions on pre-service teachers’ attitude toward computer use: A structural equation modeling of an extended technology acceptance model. Journal of Educational Computing Research, 40(1), 89-109.
  • Türkiye Cumhuriyeti Ekonomi Bakanlığı, TURQUALITY (2017). 20.07.2017 tarihinde http://www.turquality.com/hakkimizda/turquality-nediradresinden erişilmiştir.
  • Varadarajan, P.R. ve Jayachandran, S. (1999). Marketing strategy: An assessment of the state of the field and outlook. Journal of the Academy of Marketing Science, 27(2), 120-143.
  • Wang, C.L. ve Chen, Z.X. (2004). Consumer ethnocentrism and willingness to buy domestic products in a developing country setting: Testing moderating effects. Journal of Consumer Marketing, 21(4), 391-400.
  • Washburn, J.H. , Till, B.D. ve Priluck, R. (2004). Brand alliance and customer-based brand-equity effects. Psychology & Marketing, 21(7), 487–508.
  • Wong, C.Y., Polonsky, J.M. ve Garma, R. (2008). The impact of consumer ethnocentrism and country of origin sub-components for high involvement products on young Chinese consumers’ product assessments. Asia Pacific Journal of Marketing and Logistics, 20(4), 455-478.
  • Xie, F.T. ve Johnston, W.J. (2004). Strategic alliances: Incorporating the impact of e-business technological innovations. Journal of Business & Industrial Marketing, 19(3), 208-222.
  • Zhou, L., Yang, Z. ve Hui, M.K. (2010). Non-local or local brands? A multi-level investigation into confidence in brand origin identification and its strategic implications. Journal of the Academy of Marketing Science, 38, 202-218.

Examination of Potential Factors Related with the Success of International Brand Alliances

Year 2018, Volume: 18 Issue: 4, 549 - 564, 23.10.2018

Abstract

Showing factors related with success of an international brand alliance formed between a local and a foreign brand in Turkey, would provide vital and directive information for managers of local and foreign brands who consider investing in Turkey by an international brand alliance. Furthermore, because there are hardly any studies about international brand alliances and possible factors related with their success in Turkish literature, this study would make a significant contribution in this field. So it can be said that this study is important because of its contribution to the international brand alliance literature in Turkey and to firms considering investment in Turkey by an international brand alliance. In this regard, the aim of the study is determining factors that can affect the success of an international brand alliance and examining the validity and reliability of these factors. By doing so, giving directive suggestions to firms is also aimed. The data is gathered in Istanbul, Izmir, and Ankara via convenience sampling and face-to-face questionnaire from a sample group consisting of 600 people. Participants, firstly read a scenario about an international brand alliance and then answered the questions according to the scenario. Exploratory and confirmatory factor analysis, and correlation analysis is used to analyse the data. The results indicate that the factors of perceived fit, ethnocentrism, perceived brand foreignness, attitude and purchase intentions are valid and reliable structures. It is also determined that there are significant relations between these factors.

References

  • Aaker, D.A. ve Keller, K.L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27–41.
  • Abratt, R. ve Motlana, P. (2002). Managing co-branding strategies: Global brands into local markets. Business Horizons, 45(5), 43-50.
  • Akram, A., Merunka, D. ve Akram, M.S. (2011). Perceived brand globalness in emerging markets and the moderating role of consumer ethnocentrism. International Journal of Emerging Markets, 6(4), 291-303.
  • Ashton, A.S. ve Scott, N. (2011). Hotel restaurant co-branding: The relationship of perceived brand fit with intention to purchase. Journal of Vacation Marketing, 17(4), 275–285.
  • Batra, R., Ramaswamy, V., Alden, D.L., Steenkamp, J.B.E.M. ve Ramachander, S. (2000). Effects of brand local and nonlocal origin on consumer attitudes in developing countries. Journal of Consumer Psychology, 9(2), 83–95.
  • Besharat, A. (2010). How co-branding versus brand extensions drive consumers’ evaluations of new products: A brand equity approach. Industrial Marketing Management, 39, 1240–1249.
  • Blackett, T. ve Boad, B. (1999). Co-branding: The Science of Alliance. London: Macmillan.
  • Bluemelhuber, C., Carter, L.L. ve Lambe, C.J. (2007). Extending the view of brand alliance effects: An integrative examination of the role of country of origin. International Marketing Review, 24(4), 427-443.
  • Brand Finance (2015). Food 25 – 2015, The annual report on the world’s most valuable Food brands, February 2015.
  • Büyüköztürk, Ş. (2016). Sosyal Bilimler İçin Veri Analizi El Kitabı. Ankara: Pegem Akademi.
  • Chang, C.C., Jong, A. ve Huang, F.C. (2012). Using electronic resources to support problem-based learning. Journal of Educational Computing Research. 46(2), 195-206.
  • Çelik, H. E. ve Yılmaz, V. (2013). Lisrel 9.1 ile Yapısal Eşitlik Modellemesi. Ankara: Anı Yayıncılık.
  • Dodds, W.B., Monroe, K.B. ve Grewal, D. (1991). Effects of price, brand, and store ınformation on buyers’ product evaluations. Journal of Marketing Research, 28, 307-319.
  • Durmuş, B., Yurtkoru, E.S. ve Çinko, M. (2011). Sosyal bilimlerde spss’le veri analizi. İstanbul: Beta.
  • Elmuti, D. ve Kathawala, Y. (2001). An overview of strategic alliances. Management Decision, 39(3), 205–217.
  • Fornell, C. ve Larcker, D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
  • Gammoh, B.S., Voss, K.E. ve Fang, X. (2010). Multiple brand alliances: a portfolio diversification perspective. Journal of Product & Brand Management, 19(1), 27–33.
  • Gegez, A. E. (2010). Pazarlama Araştırmaları. İstanbul: Beta.
  • Geuens, M. ve Pecheux, C. (2006). Co-branding ın advertising: The ıssue of product and brand fit vlerick leuven gent working paper series, 17.
  • Geylani, T., Inman, J.J. ve Hofstede, F.T. (2008). Image reinforcement or ımpairment: The effects of co-branding on attribute uncertainty. Marketing Science, 27(4), (July-August) 730-744.
  • Grossman, R.P. (1997). Co-branding in advertising: developing effective associations. Journal of Product & Brand Management, 6(3), 191-201.
  • Hair, J.F., Black, W.C., Babin, B.J. ve Anderson, R.E. (2010). Multivariate Data Analysis A Global Perspective. 7th Edition, Global Edition, Pearson.
  • Huang, C.C., Wang, Y.M., Wu, T.W. ve Wang P.A. (2013). An empirical analysis of the antecedents and performance consequences of using the moodle platform. International Journal of Information and Education Technology, 3(2), 217-221.
  • Huddleston, P., Good, L.K. ve Stoel, L. (2001). Consumer ethnocentrism, product necessity and Polish consumers’ perceptions of quality. International Journal of Retail and Distribution Management, 29(5), 236-246.
  • Javalgi, R.G., Khare, P.V., Gross, A.C. ve Scherer, R.F. (2005). An application of the consumer ethnocentrism model to French consumers. International Business Review, 14, 325-344.
  • Kamaruddin, A.R., Mokhlis, S. ve Othman, M.N. (2002). Ethnocentrism orientation and choice decisions of malaysian consumers: The effect of socio-cultural and demographic factors. Asia Pacific Management Review, 7(4), 555-574.
  • Kaynak, E. ve Kara, A. (2002). Consumer perceptions of foreign products, An analysis of product-country images and ethnocentrism. European Journal of Marketing, 36(7-8), 928-949.
  • Kim, M.J., Chung, N., Lee, C.K. ve Preis, M.W. (2015). Why do smartphone shoppers help others on websites? The effects of attachments on reciprocal altruism. Information Development, 1-17.
  • Kim, W.G., Lee, S. ve Lee, H.Y. (2007). Co-branding and brand loyalty. Journal of Quality Assurance in Hospitality & Tourism, 8(2), 1-23, DOI: 10.1300/J162v08n02_01.
  • Kurtuldu, G. (2016). Uluslararası marka ittifaklarında tüketicilerin algıladığı uyum ile tüketicilerin etnosentrik eğilimlerinin ve değerlerinin satın alma niyeti ile etkileşimi (Yayınlanmamış Doktora Tezi, İstanbul Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul).
  • Lee, J.K., Lee, B.K. ve Lee, W.N. (2013). Country of origin fit’s effect on consumer product evaluation in cross-border strategic brand alliances. Journal of Business Research, 66, 354-363.
  • Lee, C.L. ve Decker, R. (2008). A systematic analysis of the preference change in co-branding mpra paper. No. 12249. 20.07.2017 tarihinde http://mpra.ub.uni-muenchen.de/12249/ adresinden erişilmiştir.
  • Levin, P.I. ve Levin, A.M. (2000). Modeling the role of brand alliances in the assimilation of product evaluations. Journal of Consumer Psychology, 9(1), 43-52.
  • Li, Y. ve He, H. (2013). Evaluation of international brand alliances: Brand order and consumer ethnocentrism. Journal of Business Research, 66, 89-97.
  • Li, X., Yang, J., Wang, X. ve Lei, D. (2012). The ımpact of country-of-origin ımage, consumer ethnocentrism and animosity on purchase ıntention. Journal of Software, 7(10), 2263-2268.
  • Lindquist, J.D., Vida, I., Plank, E.R. ve Fairhurst, A. (2001). The modified CETSCALE: Validity tests in the Czech Republic, Hungary, and Poland. International Business Review, 10, 505–516.
  • Liu, D., Tong, C., Liu, Y., Yuan, Y. ve Ju, C. (2014). Examining the adoption and continuous usage of context-aware services: An empirical study on the use of an intelligent tourist guide. Information Development, 1-14.
  • Moon, J., Chadee, D. ve Tikoo, S. (2008). Culture, product type, and price influences on consumer purchase intention to buy personalized products online. Journal of Business Research, 61, 31-39.
  • Muehling, D.D. ve Laczniak, R.N. (1988). Advertising’s immediate and delayed ınfluence on brand attitudes: Considerations across message-ınvolvement levels. Journal of Advertising, 17(4), 23-34.
  • Nakip, M. (2006). Pazarlama Araştırmaları. Ankara: Seçkin.
  • Park, C.W., Jun, S.Y. ve Shocker, A.D. (1996). Composite branding alliances: an investigation of extension and feedback effects. Journal of Marketing Research, 33(4), 453-466.
  • Park, C.W., Millberg, S. ve Lawson, R. (1991). Evaluation of brand extensions: the role of product feature similarity and brand concept consistency Journal of Consumer Research, 18: 185-93.
  • Park, J.H., Park, K.N. ve Zhang, A. (2003). The impact of international alliances on rival firm value: A study of the British Airways/USAir Alliance. Transportation Research Part E, 39, 1–18.
  • Parkhe, A. (1993). Strategic alliance structuring: A game theoretic and transaction cost examination of ınterfirm cooperation. Academy of Management Journal, 36(4), 794-829.
  • Poon, P., Evangelista, F. ve Albaum G. (2010). Attitudes of migrants towards foreign-made products: An exploratory study of migrants in Australia. Journal of Consumer Marketing, 27(1), 35 – 42.
  • Prince, M. ve Davies, M. (2002). Co-branding partners: What do they see in each other? Business Horizons, September-October, 51-55.
  • Punyatoya, P. (2013). Effect of perceived brand foreignness on branding strategy evaluation for high and low involvement products. Int. J. Business and Emerging Markets, 5(1), 28–45.
  • Punyatoya, P. (2014). Evaluation of branding strategies for global versus local brand: The role of concept consistency. Int. J. Business Excellence, 7(1), 112-128.
  • Rao, A.R. ve Ruekert, R.W. (1994). Brand alliances as signals of product quality. Sloan Management Review, 36(1), 87-97.
  • Rao, A.R., Qu, L. ve Ruekert, R.W. (1999). Signaling unobservable product quality through a brand ally. Journal of Marketing Research, 36(2), 258-268.
  • Rodrigue, C.S. ve Biswas, A. (2004). Brand alliance dependency and exclusivity: An emprical investigation. Journal of Product and Brand Management, 13(7), 477-487.
  • Shankarmahesh, M.N. (2006). Consumer ethnocentrism: An integrative review of its antecedents and consequences. International Marketing Review, 23(2), 146 – 172.
  • Shimp, T. A. ve Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of Marketing Research, 27, 280–289.
  • Simonin, B.L. ve Ruth, J.A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitude. Journal of Marketing Research, 35(1), 30-42.
  • Spears, N. ve Singh, S.N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53-66. DOI: 10.1080/10641734.2004.10505164.
  • Steenkamp, J. E. M. ve Baumgartner, H. (1998). Assessing measurement invariance in cross-national consumer research. Journal of Consumer Research, 25, 78–90.
  • Steenkamp, J.B. EM., Batra, R. ve Alden, D. L. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34, 53-65.
  • Şimşek, Ö. F. (2007). Yapısal Eşitlik Modellemesine Giriş. Ankara: Ekinoks.
  • Tavşancıl, E. (2014). Tutumların Ölçülmesi ve SPSS ile Veri Analizi. Ankara: Nobel.
  • Teo, T. (2009). The impact of subjective norm and facilitating conditions on pre-service teachers’ attitude toward computer use: A structural equation modeling of an extended technology acceptance model. Journal of Educational Computing Research, 40(1), 89-109.
  • Türkiye Cumhuriyeti Ekonomi Bakanlığı, TURQUALITY (2017). 20.07.2017 tarihinde http://www.turquality.com/hakkimizda/turquality-nediradresinden erişilmiştir.
  • Varadarajan, P.R. ve Jayachandran, S. (1999). Marketing strategy: An assessment of the state of the field and outlook. Journal of the Academy of Marketing Science, 27(2), 120-143.
  • Wang, C.L. ve Chen, Z.X. (2004). Consumer ethnocentrism and willingness to buy domestic products in a developing country setting: Testing moderating effects. Journal of Consumer Marketing, 21(4), 391-400.
  • Washburn, J.H. , Till, B.D. ve Priluck, R. (2004). Brand alliance and customer-based brand-equity effects. Psychology & Marketing, 21(7), 487–508.
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There are 67 citations in total.

Details

Primary Language Turkish
Subjects Economics
Journal Section Research Article
Authors

Günay Kurtuldu 0000-0003-2964-3010

Abdullah Okumuş 0000-0002-7556-384X

Publication Date October 23, 2018
Acceptance Date August 15, 2017
Published in Issue Year 2018 Volume: 18 Issue: 4

Cite

APA Kurtuldu, G., & Okumuş, A. (2018). Uluslararası Marka İttifaklarının Başarısı ile İlişkili Olabilecek Faktörlerin İncelenmesi. Ege Academic Review, 18(4), 549-564.
AMA Kurtuldu G, Okumuş A. Uluslararası Marka İttifaklarının Başarısı ile İlişkili Olabilecek Faktörlerin İncelenmesi. ear. October 2018;18(4):549-564.
Chicago Kurtuldu, Günay, and Abdullah Okumuş. “Uluslararası Marka İttifaklarının Başarısı Ile İlişkili Olabilecek Faktörlerin İncelenmesi”. Ege Academic Review 18, no. 4 (October 2018): 549-64.
EndNote Kurtuldu G, Okumuş A (October 1, 2018) Uluslararası Marka İttifaklarının Başarısı ile İlişkili Olabilecek Faktörlerin İncelenmesi. Ege Academic Review 18 4 549–564.
IEEE G. Kurtuldu and A. Okumuş, “Uluslararası Marka İttifaklarının Başarısı ile İlişkili Olabilecek Faktörlerin İncelenmesi”, ear, vol. 18, no. 4, pp. 549–564, 2018.
ISNAD Kurtuldu, Günay - Okumuş, Abdullah. “Uluslararası Marka İttifaklarının Başarısı Ile İlişkili Olabilecek Faktörlerin İncelenmesi”. Ege Academic Review 18/4 (October 2018), 549-564.
JAMA Kurtuldu G, Okumuş A. Uluslararası Marka İttifaklarının Başarısı ile İlişkili Olabilecek Faktörlerin İncelenmesi. ear. 2018;18:549–564.
MLA Kurtuldu, Günay and Abdullah Okumuş. “Uluslararası Marka İttifaklarının Başarısı Ile İlişkili Olabilecek Faktörlerin İncelenmesi”. Ege Academic Review, vol. 18, no. 4, 2018, pp. 549-64.
Vancouver Kurtuldu G, Okumuş A. Uluslararası Marka İttifaklarının Başarısı ile İlişkili Olabilecek Faktörlerin İncelenmesi. ear. 2018;18(4):549-64.