THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES ON BRAND IMAGE AND BUYING BEHAVIOUR: COMPARATIVE ANALYSIS OF TURKEY-MALAYSIA COCA-COLA CONSUMERS

Hilal Kılıç; Onur Türker; Ahmet Esad Yurtsever; Uchechi Cynthia Ohajionu

Makale detayları

THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES ON BRAND IMAGE AND BUYING BEHAVIOUR: COMPARATIVE ANALYSIS OF TURKEY-MALAYSIA COCA-COLA CONSUMERS

Yazarlar:

Hilal Kılıç | Onur Türker | Ahmet Esad Yurtsever | Uchechi Cynthia Ohajionu

Yayıncı:

Bolu Abant Izzet Baysal University

Dergi:

Abant Sosyal Bilimler Dergisi Vol.23 Issue 1, pp.487-504

Belge Tipi:

Makale

Yayın Tarihi:

3/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001286782

pISSN:

2757-9425

Anahtar kelimeler:

Özet:

 Today, brands benefit from marketing communication tools while communicating with their target audience. Corporate Social Responsibility activities are considered one of these tools. These activities also form a part of the marketing strategies of the brands. This study comparatively examines the extent to which the corporate social responsibility activities of the Coca-Cola brand, one of the most important global brands in the world, affect the buying behaviour of the target audience. When the literature is examined, it has been determined that there is no academic study in this field. With this study, it has been found that the brands corporate social responsibility initiatives have an impact on customers buying decisions as a result of a comparative examination of consumers in the two countries.

 Today, brands benefit from marketing communication tools while communicating with their target audience. Corporate Social Responsibility activities are considered one of these tools. These activities also form a part of the marketing strategies of the brands. This study comparatively examines the extent to which the corporate social responsibility activities of the Coca-Cola brand, one of the most important global brands in the world, affect the buying behaviour of the target audience. When the literature is examined, it has been determined that there is no academic study in this field. With this study, it has been found that the brands corporate social responsibility initiatives have an impact on customers buying decisions as a result of a comparative examination of consumers in the two countries.

 Today, brands benefit from marketing communication tools while communicating with their target audience. Corporate Social Responsibility activities are considered one of these tools. These activities also form a part of the marketing strategies of the brands. This study comparatively examines the extent to which the corporate social responsibility activities of the Coca-Cola brand, one of the most important global brands in the world, affect the buying behaviour of the target audience. When the literature is examined, it has been determined that there is no academic study in this field. With this study, it has been found that the brands corporate social responsibility initiatives have an impact on customers buying decisions as a result of a comparative examination of consumers in the two countries.

 Günümüzde markalar, hedef kitle ile iletişim kurarken pazarlama iletişimi araçlarından yararlanmaktadır. Kurumsal Sosyal Sorumluluk faaliyetleri bu araçlardan biri olarak değerlendirilmektedir. Bu faaliyetler, aynı zamanda markaların pazarlama stratejilerinin de bir parçasını oluşturmaktadır. Bu çalışma, dünyanın en önemli küresel markalarından biri olan Coca-Cola markasının gerçekleştirdiği kurumsal sosyal sorumluluk faaliyetlerinin hedef kitlenin satın alma davranışını hangi boyutta etkilediğini karşılaştırmalı olarak incelemektedir. Literatür incelendiğinde bu alanda yapılmış bir akademik çalışma bulunmadığı tespit edilmiştir. Bu araştırma ile iki ülkenin tüketicilerinin karşılaştırmalı analizleri neticesinde markanın kurumsal sosyal sorumluluk faaliyetlerinin tüketicinin satın alma davranışına etkisinin olduğu saptanmıştır.

Makale detayları

THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES ON BRAND IMAGE AND BUYING BEHAVIOUR: COMPARATIVE ANALYSIS OF TURKEY-MALAYSIA COCA-COLA CONSUMERS

Yazarlar:

Hilal Kılıç | Onur Türker | Ahmet Esad Yurtsever | Uchechi Cynthia Ohajionu

Yayıncı:

Bolu Abant Izzet Baysal University

Dergi:

Abant Sosyal Bilimler Dergisi Vol.23 Issue 1, pp.487-504

Belge Tipi:

Makale

Yayın Tarihi:

3/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001286782

pISSN:

2757-9425

Corporote Social Responsibliity

Brand İmage

Purchase Behaviour

Coca Cola

Kurumsal Sosyal Sorumluluk

Marka İmajı

Satın Alma Davranışı

Coca Cola

Sayı

Makale detayları

Yazarlar: Hilal Kılıç | Onur Türker | Ahmet Esad Yurtsever | Uchechi Cynthia Ohajionu

Yayıncı: Bolu Abant Izzet Baysal University

Dergi: Abant Sosyal Bilimler Dergisi Vol.23 Issue 1, pp.487-504

Belge Tipi: Makale

Yayın Tarihi: 3/2023

Belge Dili: İngilizce

Document ID (Org No.): 2001286782

pISSN: 2757-9425

Sayı

Yazarlar:

Hilal Kılıç | Onur Türker | Ahmet Esad Yurtsever | Uchechi Cynthia Ohajionu

Yayıncı:

Bolu Abant Izzet Baysal University

Dergi:

Abant Sosyal Bilimler Dergisi Vol.23 Issue 1, pp.487-504

Belge Tipi:

Makale

Yayın Tarihi:

3/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001286782

pISSN:

2757-9425