The aim of this study is to investigate the role of brand trust in the consumer-brand relationship for both global and national brands. The model developed for this goal is applied to two rival brands in the baby care products market in Turkey, one of which is global and the other is national. To test the research model, a structural equation modeling approach is followed. The study reveals that the effect of the brand trust on repurchasing intention is greater than its effect on relational commitment, and that this effect is observed particularly in the case of national brands. ÖZET: Çalışmanın amacı; global ve ulusal markalar için marka güveninin tüketici marka ilişkisi üzerindeki rolünü araştırmaktır. Bu amaçla geliştirilen model; bebek bakım ürünleri pazarında faaliyette bulunan biri global, diğeri ulusal iki rakip marka için uygulanmıştır. Araştırma modelinin testi için yapısal eşitlik modellemesi kullanılmıştır. Çalışmanın sonucunda marka güveninin yeniden satın alma niyeti üzerindeki etkisinin, ilişkisel bağlılık üzerindeki etkisinden daha büyük olduğu ve özellikle ulusal markada bu etkinin daha fazla gözlendiği tespit edilmiştir.

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this study is to explore the country of production (COP) image, trust and quality perceptions of Turkish consumers for well-known global brands that are produced in China. Design/methodology/approach -Using the mall-intercept survey method from the 17 largest cities in Turkey, 3,373 consumers were interviewed about their thoughts on the COP images, trust and quality perceptions of well-known global brands. Findings -Study findings show that the COP had a significant negative effect on brand image, brand trust and perceived quality of the global brands when consumers learned that China was the COP. Product type also influenced the intensity of the negative perceptions. Quality perceptions, image and trust were found to be highly correlated with purchase intentions. Research limitations/implications -Consumers' levels of involvement with the products used in this study might be different in different countries. Different variables (such as lifestyles and personality) could provide additional explanation for the strength of the relationships identified between the COP information and quality perceptions. Global brands with different brand strength levels could be evaluated differently by the consumers. Practical implications -When a consumer product is manufactured in a country with unfavorable perceptions, well-known or recognized brands are not immune to the negative influences of the COP effect on brand image, quality and purchase intentions. Originality/value -The study used large-scale representative data collected from consumers in the actual shopping environment and examined the influence of the COP on perceived quality and purchase intentions of global brands in an emerging market.

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