Effects of perceived brand globalness on perceived quality and brand prestige: A study on consumers attitude toward global brands

The aim of this study is to determine the effects of perceived brand globalness, perceived quality, brand prestige on consumers' attitudes towards global brands. In addition, country of origin effect on perceived quality and brand prestige is exemine. 298 data collected through the voluntary participation of the Turkish consumers. According to the structural equation modelling, confirmatory factor analysis and regression analysis were applied to the data set. The analyzes were tested via IBM SPSS and IBM SPSS AMOS program. According to the findings of the study, it is concluded that consumers' perceived quality assumptions has an possitive effect between the consumers' attitudes towards global brands and the perceived brand globalness assumtions. It was also concluded that the country of origin variable has a mediation effect on the consumers' assumptions about perceived quality concept. It is concluded that brand prestige, which is another factor affected by perceived brand globality, has no statistically significant effect on consumers' attitudes towards global brands. According to the findings of the study, the mediating effects of perceived quality between consumers 'attitudes towards global brands and perceived brand globalness dimensions (aspiration and standardization), and brand prestige between consumers' attitudes towards global brands and perceived brand globalness dimensions (aspiration and accessibility) were accepted. In addition to this, it is concluded that compared to the country of origin effect, perceived brand globaliness has more power on customers quality and prestige perceptions.