The Role of the Domestic Production Logo on the Intention to Buy in the Context of Ethnocentric Tendency


DÖNMEZ M. S.

TURKIYE ILETISIM ARASTIRMALARI DERGISI-TURKISH REVIEW OF COMMUNICATION STUDIES, ss.164-183, 2020 (ESCI İndekslerine Giren Dergi) identifier

  • Cilt numarası: Konu: 35
  • Basım Tarihi: 2020
  • Doi Numarası: 10.17829/turcom.600209
  • Dergi Adı: TURKIYE ILETISIM ARASTIRMALARI DERGISI-TURKISH REVIEW OF COMMUNICATION STUDIES
  • Sayfa Sayıları: ss.164-183

Özet

It is assumed that individuals develop purchase intentions for brands in line with their ethnocentric tendencies. On the other hand, brands endeavor to turn their country of origin information into an advantage and use this advantage as a means of convincing consumers. In this context, businesses are trying to create purchase intention in individuals for their products by using the expressions of domestic production in their packaging or communication studies. Within this research based on this hypothesis, the role of domestic production logo in creating intention to buy in individuals in the context of ethnocentric tendency has been questioned within the framework of shower gel and beverage product categories. This research using questionnaire technique was conducted with 316 participants and differences between the participants' intentions to buy for the relevant product categories in line with their ethnocentric tendency levels were questioned. According to the results, it was observed that ethnocentric tendencies of the individuals had a positive effect on the creation of purchase intention for shower gel and beverage products using the domestic production logo, and it was concluded that there were significant differences between the levels of ethnocentric tendency and purchase intention for these products.