TÜKETİCİ ULUS MERKEZCİLİĞİNİN KÜRESEL KÜLTÜR KONUMLANDIRMASI İLE OLUŞTURULAN REKLAMLARA YÖNELİK TUTUM ÜZERİNE ETKİSİ: IRAK-TÜRKİYE ÖRNEĞİ

This study investigates the effects of consumer ethnocentrism dimensions on attitudes towards an advertisement made with global culture positioning. A total of 400 household data were collected through a questionnaire in Turkey and Iraq to investigate these effects in these countries comparatively. A multidimensional scale CEESCALE that consisted of 17 questions and five dimensions (Prosociality, Cognition, Insecurity, Reflexiveness, and Habituation) was used to test ethnocentrism tendencies of the two countries. Exploratory factor analysis was conducted to test the validity of the dimensions for both Turkey and Iraq. According to factor analysis, “Habituation” is not a valid dimension for neither Turkish nor Iraqi participants. A regression analysis was conducted to test the relationship between consumer ethnocentrism and the attitude toward global consumer culture positioning ads. For Iraqi participants, “Cognition” and “Insecurity” dimensions of ethnocentrism positively affect attitudes towards global consumer culture positioning ads. For Turkey, the “Prosociality” dimension negatively affects attitudes towards global consumer culture positioning ads.