Özet

The purpose of the study is to develop an original framework to explore the effects of brand crisis on green purchase intentions and willingness to pay more. This study composes of seven original concepts, which are perceived brand crisis, green brand image, green trust, green brand equity, green perceived value, green purchase intentions and willingness to pay more to develop an integrated model. For this reason, an online survey was carried out in testing the model that includes questions measuring the effects of these variables. Smart PLS structural equation modelling is applied to verify the research framework. A total of 504 questionnaires were collected from Turkish consumers living in Turkey. According to the findings acquired from the structural equation modelling, there is an impact of the perceived brand crisis on green brand image, green trust, green brand equity and green perceived value. Consequently, green brand equity and green perceived value except for green brand image and green trust influence the green purchase intention. Moreover, green purchase intention affects willingness to pay more. Existing studies have shown that perceived brand crisis affects the brand equity, brand trust, brand image, perceived value and purchase intentions. However, there is not any research to shed light on the impact of perceived brand crisis on green brand equity, green brand image, green trust, green perceived value, green purchase intention and willingness to pay more. Therefore, this paper develops a research framework to fill the research gap.

ÖZ

This study aims to investigate how extrinsic cues such as brand, certification, production method and price affect Muslim soujouk consumers' purchasing decisions in Turkey.Design/methodology/approach: Conjoint analysis was used to identify consumers' preferences and cluster analysis was used to reveal consumer segments for Turkish soujouk, which is a kind of fermented sausage. A total of 270 Muslim consumers from Turkey were selected by using a convenience sampling method. Four extrinsic cues were selected for analysis: brand (unbranded product, private label and national brand), certification (Turkish Standards Institution, geographical indication and halal certificate), production method (heat process and fermentation) and price (TRY11, TRY15 and TRY19).Findings/results: Brand, certification, production method and price were found to be significant for consumer preference. Price was the least important attribute in consumer purchase intention. National brand and halal certification were amongst the most important levels. The research also revealed two basic consumer segments according to cluster analysis. Practical implications:The study has practical significance for manufacturers in Muslim countries to identify the main extrinsic cue that influences consumers' preferences in meat products. This result provides important insights to both local producers and foreign manufacturers that market their meat products to Muslim society.Originality/value: This is the first study on Turkish Muslim consumers' preferences towards meat products analysing extrinsic product attributes. In addition, conjoint analysis and cluster analysis are used to specify Muslim consumers' preferences.

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