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- Category: Doç. Dr. Ahmet SARITAŞ
It seems that many factors are influential on customer buying behaviors when examined the consumption data related to customers. Consumer behaviors have become an important factor after consumer preferences came to the forefront in terms of marketing activities. In recent years, attitudes of customers toward globalism and how they perceive global brands have gained importance. In this study, these processes have been defined initially, and the influence of them on customers’ buying intention of global brands has been researched. A questionnaire has been applied on 520 students who study in various departments at Mehmet Akif Ersoy University in Burdur. The findings which have been attained with the analysis of the data collected by statistical means have been interpret. It has been determined that the perception of brand globosity and the preference of global brand are influential on customer behaviors and buying intention.
Key Words: Brand, Global Brand, Customer Behaviors, Buying Intention.
For the whole study: http://iibfdergi.bartin.edu.tr/wp-content/uploads/2018/07/14-K%C3%BCresel-Marka-Alg%C4%B1s%C4%B1n%C4%B1n-T%C3%BCketici-Davran%C4%B1%C5%9Flar%C4%B1na-Etkisi-1.pdf
DOÇ. DR. AHMET SARITAŞ