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dc.contributor.authorAr, Aybeniz Akdeniz
dc.contributor.authorKara, Ali
dc.descriptionAr, Aybeniz Akdeniz (Balikesir Author)en_US
dc.description.abstractGlobalization has created significant opportunities of cost reductions for players to take advantage of location specific benefits. Simultaneously, it has presented significant opportunities for countries, such as China, to actively participate in global trade, attract foreign direct investment, and improve the economic wealth of their nations. However, literature cautions marketers about consumers' biased evaluations of products based on their country of production. Moving production to low-cost countries could potentially harm brand trust, quality evaluations, and purchase intentions due to unfavorable biases for the country of production. The objective of this study is to investigate country of production biases of Turkish consumers for two global brands, Philips and Adidas. Data for the study (N = 1,608) were collected using mall-intercepts from the 17 largest cities of Turkey. Study findings show that brand trust, perceived quality, and purchase intentions declined sharply for both brands when consumers learned that the product was manufactured in China.en_US
dc.subjectConsumer Biasesen_US
dc.subjectCountry of Productionen_US
dc.subjectEmerging Marketsen_US
dc.subjectGlobal Brandsen_US
dc.titleCountry of production biases on consumer perceptions of global brands: evidence from an emerging marketen_US
dc.relation.journalJournal of Global Marketingen_US
dc.contributor.departmentBandırma Meslek Yüksekokuluen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US

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