Tüketicilerin Küreselleşmeye ve Küresel Markalara Yönelik Tutumlarının İncelenmesi: Sigortacılık Sektöründe Bir Uygulama
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The aim of this study is to determine the direct effect of the attitude towards global brand and the attitude towards globalization on purchase intention and brand trust’s role as a mediator in these relationships. While testing the model, the primary data was gathered from 200 individual consumers living in Ankara. In order to test the hypotheses, multiple regression analysis and for testing the mediation relationship, bootstraping method was used. The results show that the positive attitude towards global brand and globalization affects customers’ intention to purchase motor insurance positively. Moreover, it is revealed that brand trust has a mediator role on the relationship between attitude towards global brand and purchase intention and also between attitude towards globalization and purchase intention.