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Journals / Iğdır Üniversitesi Sosyal Bilimler Dergisi / 2026 / Sayı: 43

The Medıatory Of Local Brand Image In The Impact Of Qualıty Perceptıon On Global Brand Image

Kalite Algısının Küresel Marka İmajına Etkisinde Yerel Marka İmajının Aracılığı

Murat Alkın(ISPARTA UYGULAMALI BİLİMLER ÜNİVERSİTESİ)0000-0002-9399-6163
Nurdan Kuşat(ISPARTA UYGULAMALI BİLİMLER ÜNİVERSİTESİ)0000-0002-2823-8948
Pages
592–609
Publication Date
2026-10-15
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AI Summary & Key Takeaways

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

In this framework, rather than measuring Denizli's overall position in global markets, the study analyzes the relationships between business representatives' perceptions of quality, local brand image, and global brand image.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study aims to examine the impact of quality perception on global brand image and the mediating role of local brand image in this relationship.
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Key Findings & Data:The sample consists of 510 business representatives operating in Denizli's export sector.
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Conclusion & Impact:In this framework, rather than measuring Denizli's overall position in global markets, the study analyzes the relationships between business representatives' perceptions of quality, local brand image, and global brand image.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Kalite Algısı · Marka · Küresel Marka

Abstract

This study aims to examine the impact of quality perception on global brand image and the mediating role of local brand image in this relationship. The research was conducted within the context of exporting businesses operating in Denizli, one of Turkey's important production and export centers. In this framework, rather than measuring Denizli's overall position in global markets, the study analyzes the relationships between business representatives' perceptions of quality, local brand image, and global brand image. The sample consists of 510 business representatives operating in Denizli's export sector. Data were collected through a survey method and analyzed using structural equation modeling (SEM). The analyses were performed using the R program. The findings show that quality perception has a significant and positive effect on both local and global brand image. Furthermore, it was determined that local brand image has a significant and positive effect on global brand image. The findings reveal that local brand image plays a mediating role in the impact of quality perception on global brand image. These results demonstrate that exporting businesses need to prioritize not only product and service quality but also the brand image of their local context in order to build a positive brand perception in international markets. The study contributes to the relevant literature by examining the relationships between quality perception, local brand image, and global brand image within the context of the export sector.

Özet

Çalışma, kalite algısının küresel marka imajı üzerindeki etkisini ve bu ilişkide yerel marka imajının aracılık rolünü incelemeyi amaçlamaktadır. Araştırma, Türkiye’nin önemli üretim ve ihracat merkezlerinden biri olan Denizli’de faaliyet gösteren ihracatçı işletmeler bağlamında yürütülmüştür. Bu çerçevede çalışma, Denizli’nin küresel pazarlardaki genel konumunu ölçmekten ziyade, işletme temsilcilerinin kalite algısı, yerel marka imajı ve küresel marka imajına ilişkin değerlendirmeleri arasındaki ilişkileri analiz etmektedir. Araştırmanın örneklemini Denizli ihracat sektöründe faaliyet gösteren 510 işletme temsilcisi oluşturmaktadır. Veriler anket yöntemiyle toplanmış ve yapısal eşitlik modellemesi (YEM) yöntemiyle analiz edilmiştir. Analizler R programı kullanılarak gerçekleştirilmiştir. Bulgular, kalite algısının hem yerel marka imajı hem de küresel marka imajı üzerinde anlamlı ve pozitif bir etkisinin bulunduğunu göstermektedir. Ayrıca yerel marka imajının küresel marka imajı üzerinde anlamlı ve pozitif bir etkisi olduğu belirlenmiştir. Bulgular, kalite algısının küresel marka imajı üzerindeki etkisinde yerel marka imajının aracılık rolü üstlendiğini ortaya koymaktadır. Bu sonuçlar, ihracatçı işletmelerin uluslararası pazarlarda olumlu marka algısı oluşturabilmeleri için yalnızca ürün ve hizmet kalitesine değil, aynı zamanda faaliyet gösterdikleri yerel bağlamın marka imajına da önem vermeleri gerektiğini göstermektedir. Çalışma, ihracat sektörü özelinde kalite algısı, yerel marka imajı ve küresel marka imajı arasındaki ilişkileri birlikte ele alması bakımından ilgili literatüre katkı sunmaktadır.

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Cite This Article

Alkın, M., Kuşat, N. (2026). The Medıatory Of Local Brand Image In The Impact Of Qualıty Perceptıon On Global Brand Image. Iğdır Üniversitesi Sosyal Bilimler Dergisi, Sayı: 43, 592–609. https://doi.org/10.54600/igdirsosbilder.1921401

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