An empirical research on the impact of global brand perception on consumer purchasing behavior

The world has become smaller and accesible for everyone with the impact of technological developments. The new world order which is more compact, led to concepts such as globalization. Communication and transportation have become easier today so that interaction between cultures have increased. Accesing the global brands have become easier with increase of global brands. With spreading of products to the global market has created a competitive market environment. Branding in this competitive environment is so important for continuity. Creating strong global brands, developing the brand, increasing the value of the brand and gaining a global perception of the brand is very important for achieving sustainable success in the competitive environment. Consumers are the most important actors in the marketing activities of global brands. Therefore, it is very important to meet the expectations of consumers. It is important to examine the consumption behaviors of consumers and to determine the factors affecting these behaviors in detail. Global brands should analyze the behavior of consumers living in different countries well and develop a correct marketing strategy. Therefore, it is very important to identify the factors that may affect the buying behavior of consumers. This study focuses on the intention of buying a global brand and investigates the global brand awareness, the benefits of the global brand, the general attitude towards global brands, the opposition to foreign products and the attitudes towards globalization. According to the research, global brand buying intention positively is affected by global brand awareness, benefits of global brands and general attitude about global brand. However, global brand buying intention is negatively affected by the opposition to foreign products and negative attitudes towards globalization. Key Words: Globalization, Brand, Global Brand, Consumer Behavior, Purchase Intention