Ulusmerkezciliğin Küresel Kültür Konumlandırması ile Oluşturulan Reklamlara Yönelik Tutuma Etkisi: Irak-Türkiye Örneği

Abstract

This study investigates the intercultural effects of ethnocentric dimensions of consumers on their attitudes towards an advertisement made by positioning global consumer culture. Turkey and Iraq to investigate these effects are at present a total of 400 households with data collected through questionnaire method peoples of these two countries were studied comparatively. This comparison was conducted with CEESCALE, an extended tendency scale of five-dimensional consumer Ethnocentrism, which consisted of 17 questions and included dimensions of prosociality, cogintion, insecurity, reflexiveness, and habituation.