Ürün geri çağırmaların, otomotiv tüketicilerinin satın alma eğilimlerine etkisi: Türk otomotiv tüketicileri üzerinde yapılmış ampirik bir çalişma

The objective of this study is to investigate attitudinal consequences of product recalls on automotive consumer?s future purchase intentions and its relationship with company reputation and brand trust, thus provide suggestions to the marketers about the implications of this study. Furthermore, some demographic factors that might explain or influence the differences in the impact of this product harm crises are examined. The study at hands is one of the pionnering studies that investigates the impact of product recall on automotive consumers? in Turkish market. Data for the study were collected through a survey on the internet, which was accesable for all Turkish consumers. Study findings indicate that, there is a positive linear relationship between brand trust and purchase intention as well as between company reputation and purchase intention.Also findings of this study revealed that, in a product harm-crises, gender, income level and education level does not have any influence on consumers? future purchase intentions, in the contrast age is found to be an influencing factor. This study contributes the literature related to future purchase intention of consumers? for a brand recalled its products from the marketplace, incorporating company reputation and brand trust. The findings have implications both for foreign and domestic marketers who operate in or plan to enter emerging Turkish Automotive Market.