Investigation of the effect of consumer ethnocentrism and perceived communication consistency on customer-brand relationship results in global brands: A study on Turkish clothing brands in Kazakhstan

In this study, how the consistency perceived by consumers through marketing communication messages can affect their relations with brands is examined by focusing on Turkish clothing brands. The current growth in the clothing industry and the lifestyle changes that have greatly impacted it; has resulted in increasing demands from customers and has prompted marketing managers to develop new and consistent marketing communication strategies in response to this situation. It is noteworthy that in marketing and communication strategies, the relational marketing approach and, thanks to this approach, factors such as loyalty, trust and loyalty are given more importance than in the past. Clothing brands are focused on increasing sales in their targeted markets with advertising practices that support their positioning strategies. New media provide additional opportunities for integrated marketing communications to reach target audiences; Therefore, perceived consistency in integrated marketing communication and its impact on clothing brands and different customer-brand relationship outcomes is considered as a current and relevant research topic. In line with the study, the data obtained from 384 Kazakh consumers living in Almaty, Kazakhstan, were analyzed with the Smart PLS 4.0 software, the Partial Least Squares-Structural Equation Model package program. The findings show the positive effects of the perceived communication consistency of Kazakh consumers about Turkish clothing brands on brand loyalty, brand loyalty and brand trust. In the regulatory impact analysis carried out to reveal another aim of the study, no moderating effects of ethnocentric tendencies were found in the relationship between the perceived consistency of communication and brand loyalty of Kazakh consumers for Turkish clothing brands. Keywords: Perceived Communication Consistency, Consumer Ethnocentrism, Brand Loyalty, Brand Commitment, Brand Trust, Turkish Clothing Brands, Kazakhstan