Özet:

Globalization has homogenized consumer needs, expectations, and satisfactions, enabling companies to use standardized advertising strategies in all cultures. With the failure of some campaigns prepared without the attention of cultural differences, companies have turned towards integrated marketing communication studies based on the "Local Think Global Moving" approach. In this study, the aim is to identify the variables that make up the brand’s advertising strategy and global consumption culture perception through the advertising ‘Imagine’ of the global brand of Turkey’s Turkish Airways. For this purpose, a question form was prepared to learn the attitudes of students studying in certain departments at the Silverhane University School of Literature. Following the analysis of the factors aimed at determining variables, the dimensions of ‘A Advertising Attitude’, ‘Global Advertising’ and ‘Global Consumption Trend’ were determined. Regression analysis has also found that global consumption trend variables are statistically meaningful in describing a ad-oriented attitude and global advertising sizes. It is believed that the results obtained from the study will contribute to academics and market researchers working in this field.