Şirketlerin üretim faaliyetlerini kendi ülkelerine döndürmeleri ile oluşan tüketici duyarlılığı bağlamında marka güveninin incelenmesi: Deneysel bir çalışma

In today's global business environment, companies strive to gain competitive advantage through the strategies they follow with regard to the value chain operations. Companies have been trying to obtain both cost efficiency and value creation from the 1950s to the present by following these strategies, which stand on two main pillars as governance and location choice. However, since the 1980s, concepts such as offshoring and reshoring have started to take place with the transformation of these choices into geographical strategies. Although the drivers leading companies to offshore are related to the upper part (producers, factor markets, etc.) of the value chain, the factors bringing the reshoring decision such as quality, high cost, etc., which seem to be firm-sided, are indeed associated with the end consumer. Volatile demand and global competition conditions make it necessary for companies to always put consumers at the center of their strategic decision making. As a matter of fact, when the decision of reshoring is taken from a consumer-oriented perspective while acquiring the resources that the company can gain competitive advantage, it will both increase the customer value and bring an advantage over competitors competing with similar resources. In this respect, this thesis focuses on the demand-side effects of reshoring and an experimental study was conducted to understand the mediator role of consumer reshoring sentiment among consumers' ethnocentric orientation and brand trust under the conditional effects of perceived motives and category country image. In addition, the model has been tested for partial and full reshoring conditions. The findings exhibit consumers' ethnocentric orientation interacts with perceived motive, generates a reshoring sentiment, which intersect with the category image of the offshored country, ultimately produces brand trust accordingly.