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Journals / İşletme Bilimi Dergisi / 2025 / Cilt: 13 Sayı: 3

The Roles of Brand Trust Cosmopolitanism and Materialism in the Effect of Perceived Brand Globalness on Purchase Intention

Marka Güveni, Kozmopolitizm ve Materyalizmin Algılanan Marka Küreselliğinin Satın Alma Niyeti Üzerindeki Etkisindeki Rolleri

Melek Astekin(BOLU ABANT İZZET BAYSAL ÜNİVERSİTESİ)0000-0002-1151-4213
Ruziye Cop(BOLU ABANT İZZET BAYSAL ÜNİVERSİTESİ)0000-0002-2053-2157
Sertaç Çifci(BOLU ABANT İZZET BAYSAL ÜNİVERSİTESİ)0000-0001-8570-4389
Pages
496–514
Publication Date
2025-11-30
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Brand trust has a partial mediating role in the relationship between perceived brand globality and purchase intention, while materialism has a significant and positive moderating effect on this relationship, cosmopolitanism has a significant but negative effect.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Today’s consumers encounter a large number of brands in the marketplace.
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Key Findings & Data:Global brands are brands that are present in almost every country in the world and operate with the same marketing strategies.
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Conclusion & Impact:Brand trust has a partial mediating role in the relationship between perceived brand globality and purchase intention, while materialism has a significant and positive moderating effect on this relationship, cosmopolitanism has a significant but negative effect.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Algılanan Marka Küreselliği · Marka Güveni · Satın Alma Niyeti

Abstract

Today’s consumers encounter a large number of brands in the marketplace. The advancement of technology has led brands to exert more effort to maintain their presence and strengthen their position against competitors. Global brands are brands that are present in almost every country in the world and operate with the same marketing strategies. In their strategies, brands sometimes emphasize their global presence in an attempt to influence consumers' purchasing intentions. In this context, how the brand is perceived by the consumer becomes significant. The aim of this study is to determine the impact of consumers’ global perceptions of brands on their purchasing intentions, and to examine whether brand trust plays a mediating role. Another objective of the study is to investigate the moderating roles of materialism and cosmopolitanism in the relationship between perceived brand globalness and purchasing intention. The research was conducted using a non-random sampling method, specifically convenience sampling, and an online survey was administered. The responses from 390 participants were analyzed using SPSS Statistics 22 and SmartPLS 4.1.1.2 software. The results of the study revealed that perceived brand globalness has a positive and statistically significant effect on purchasing intention. Brand trust has a partial mediating role in the relationship between perceived brand globality and purchase intention, while materialism has a significant and positive moderating effect on this relationship, cosmopolitanism has a significant but negative effect.

Özet

Günümüz tüketicileri, pazar ortamında çok fazla sayıda marka ile karşılaşmaktadır. Teknolojinin gelişmesi, markaların varlıklarını sürdürmek ve rakiplerine karşı güçlendirmek için daha fazla çabayı beraberinde getirmektedir. Küresel markalar, dünyanın hemen hemen her ülkesinde bulunan ve aynı pazarlama stratejileri ile faaliyet gösteren markalardır. Markalar stratejilerinde kimi zaman küreselliklerini ön plana çıkararak tüketicilerin satın alma niyetlerini etkilemeye çalışmaktadır. Bu durumda markanın tüketici tarafından nasıl algılandığı önem taşımaktadır. Bu çalışmanın amacı, tüketicilerin markalar ile ilgili küresel algılarının, satın alma niyetine etkisi ve marka güveninin aracılılık rolünün olup olmadığını belirlemektir. Çalışmanın bir diğer amacı ise algılanan marka küreselliğinin satın alma niyetine etkisinde materyalizmin ve kozmopolitizmin düzenleyici rolünü incelemektir. Araştırma, tesadüfi olmayan örnekleme yöntemlerinden kolayda örnekleme yöntemi ile online anket düzenlenerek yapılmıştır. 390 katılımcının anketleri SPSS Statistics 22 ve SmartPLS 4.1.1.2 programları ile analiz edilmiştir. Araştırma sonucunda; algılanan marka küreselliğinin, satın alma niyeti üzerinde pozitif yönlü ve istatistiksel olarak anlamlı etkisinin olduğu saptanmıştır. Algılanan marka küreselliği ve satın alma niyeti arasındaki ilişkide marka güveninin kısmi aracılık rolü olduğu, materyalizmin bu ilişkide anlamlı ve pozitif yönlü düzenleyici etkisi görülürken, kozmopolitizmin anlamlı ancak negatif yönlü etkisi tespit edilmiştir.

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Cite This Article

Astekin, M., Cop, R., Çifci, S. (2025). The Roles of Brand Trust Cosmopolitanism and Materialism in the Effect of Perceived Brand Globalness on Purchase Intention. İşletme Bilimi Dergisi, Cilt: 13 Sayı: 3, 496–514. https://doi.org/10.22139/jobs.1702814

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