Global brand perception of consumers and their impact on purchasing decisions

Consumers are the most important actors that dominate the marketing activities of business today. Therefore, it is very important to meet the expectations of consumers. The consumption behaviours of the consumers should be analysed and the factors that influence these behaviours should be determined in detail. This is a necessity brought forward by the consumption habits that change due to the effects of globalisation. In this sense, especially global brands should determine the consumption habits in different countries and develop appropriate marketing strategies. In order to achieve this, it is imperative to identify the factors that might influence the purchase decision process of consumers. In this study we have investigated the impact of globalisation, global consumer orientation, identity, global brand attitudes, perceived global brand value and the brand's perception of globalisation on consumers' decisions to purchase global brands. The survey was conducted among the academic staff at Dumlupınar University, Kütahya, Turkey In this research each variable was assessed in view of its relationship with other variables. Initially the impact of globalisation, global consumer orientation, and identity on global brand attitudes, perceived global brand value and the brand's perception of globalisation were analysed. Then, the impact of global brand attitudes, perceived global brand value and the brand's perception of globalisation on global brand purchase intentions were investigated. Key Words: Globalization, Brand, Global Brand, Purchase Intention