The effect of domestic production perception and national brand sensitivity on perceived brand value and purchase intention

The purpose of this research is to examine the effects of domestic production perception and national brand sensitivity on perceived brand value and purchase intention. In addition, the research aims to determine the effect of perceived brand equity on purchase intention. The quantitative method was used in the research. The research population consists of consumers who actively follow Turkish origin brands operating in the white goods industry on Facebook and Instagram social media communication channels. The convenience sampling method was used in the research and the research data were obtained through online questionnaires. To analyze the obtained data PSS 18.0 and Structural Equation Modeling (AMOS 24.0) were used. As a result of the analysis, it has been determined that the perception of domestic production has a significant effect on the purchasing intentions of consumers. On the contrary, it was determined that national brand sensitivity did not have a significant effect on consumers' purchase intention. Research findings show that the perception of domestic production positively affects brand associations and perceived quality. Also, it has been determined that national brand sensitivity has a significant impact on brand awareness, perceived quality, brand associations, and brand loyalty. On the contrary, findings show that the perception of domestic production does not have a significant effect on brand awareness and brand loyalty.