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Tüketici Etnosentrizmi: Suriyeli Göçmenler Üzerinde CEESCALE Ölçeği İle Bir Uygulama

Yıl 2017, Cilt: 16 Sayı: 4, 937 - 949, 07.11.2017
https://doi.org/10.21547/jss.314096

Öz

Bu çalışmanın amacı, tüketici
etnosentrizminin ölçümü konusunda yeni bir bakış açısı getiren CEESCALE
ölçeğinin geçerlik ve güvenilirliğinin test edilmesidir. Pazarlama
literatüründe geniş bir uygulama alanı bulan CETSCALE ölçeğini daha bilişsel
bir zemine taşımayı amaçlayan CEESCALE ölçeği bu amaçla Suriyeli göçmenler
üzerinden seçilen bir örneklem üzerinde test edilmiştir. Çıkan sonuçlara göre
CEESCALE ölçeği, bilişsel anlamda tüketici etnosentrizminin ölçülmesi
itibariyle kapsayıcı ve güvenilir bir ölçek olarak görünmektedir. Bunun yanında
yapılan keşfedici faktör analizi sonucunda Özedönüşlü Etnosentrik
(Reflexviness) eğilime ilişkin gözlenen değişkenlerin, orijinal ölçektekinden
farklı olarak Toplum Yanlı Olma (Prosocialty) ölçeği altında toplandığı
gözlemlenmiştir. Bu sonuçlar ışığında, CEESCALE ölçeğinin faklı örneklemlerin
karşılaştırılması veya davranışsal niyetler üzerine etkisinin ölçülmesi yoluyla
daha farklı çalışmalara konu olabileceği söylenebilir.

Kaynakça

  • Acharya, C., Elliot, G. (2003). Consumer ethnocentsim, perceived product quality and choice-an empirical investigation, Journal of International Consumer Marketing, 15 (4): 87–115.
  • Akın, M., Çiçek, R., Gürbüz, E., İnal, E. (2009). Tüketici etnosentrizmi ve davranış niyetleri arasındaki farklılığın belirlenmesinde CETSCALE ölçeği, Ege Akademik Bakış, 9 (2): 489–512.
  • Alden, D.L., Kelly, J., Reifler, P., Lee, J., Soutar, G. (2013). The effect of global company animosity on global brand attitudes in emerging and developed markets: Does perceived value matter? Journal of International Marketing, 21 (2): 17–38.
  • Arı, E.S., Madran, C. (2011). Satın alma kararlarında tüketici etnosentrizmi ve menşe ülke etkisinin rolü, Öneri, 9 (35): 15–33.
  • Asil, H., Kaya, İ. (2013). Türk tüketicilerin etnosentrik eğilimlerinin belirlenmesi üzerine bir araştırma, İstanbul Üniversitesi İşletme Fakültesi Dergisi, 42 (1): 113–132.
  • Bagozzi, R., Yi, Y., Phillips, L.W. (1991). Assesing construct validity in organizational research, Administrative Science Quarterly, 36 (3): 421–458.
  • Balabanis, G., Diamantopoulos, A., Mueller, R. D., Melewar, T. (2001). The impact of nationalism, patriotism and internationalism on consumer ethnocentric tendencies, Journal of International Business Studies, 32 (1): 157–175.
  • Balabanis, G., Mueller, R., Malewar, T. (2002). The relationship between consumer ethnocentrism and human values, Journal of Global Marketing, 15: 7–37.
  • Benabou, R., Tirole, J. (2006). Incentives and prosocial behaviour, The American Economic Review, 96 (5): 1652–1678.
  • Bizumic, B., Duckitt, J., Popadic, D., Dru, V., Krauss, S. (2009). A cross-cultural investigation into a reconceptualization of ethnocentrism, European Journal of Social Psychology, 39: 871–899.
  • Clevelend, M., Laroche, M., Papadopoulos, N. (2009). Cosmopolitanism, consumer ethnocentrism, and materialism: An eight-country study of antecedents and outcomes, Journal of International Marketing, 17 (1): 116–146.
  • Cremer, D.D. (2001). Relations of self-esteem concerns, group identification, and self-stereotyping to in-group favoritism, The Journal of Social Psychology, 141 (3): 389–400.
  • Devine, P.G. (1989). Stereotypes and prejudice: Their automatic and controlled components. Journal of Personality and Social Psychology, 56 (1): 5–18. Eroğlu, A.H., Arı, S. (2011). Tüketici etnosentrizmi ve marka bağlılığı arasındaki ilişki, Akdeniz Üniversitesi Uluslararası İşletme Fakültesi Dergisi, 3 (2): 39–55. Fernandez-Ferrin, P., Bande-Vilela, B., Klein, J. G., Rio-Araujo, M.L. (2015). Consumer ethnocentrism and consumer animosity: Antecedents and consequences, International Journal of Emerging Markets, 10 (1): 73–88.
  • Fettahoğlu, H.S., Sünbül, M.B. (2015). Tüketici etnosentrizmi ve tüketici husumetinin X, Y, Z kuşakları açısından incelenmesi, International Journal of Academic Values Studies, 1 (1): 26–45.
  • Gürbüz, S., Şahin, F. (2014). Sosyal bilimlerde araştirma yöntemleri felsefe-yöntem-analiz, Seçkin Yayınları, Ankara.
  • Hadjimarcou, J., Y.Hu, M. (1999). An examination of categorisation and stereotyping heuristics in global product evaluations, Journal of Marketing Management, 15 (5): 405–433.
  • Hansen, C.H., Hansen, R. (1988). How rock music videos can change what is seen when boy meets girl: Priming stereotypic appraisal of social interactions, Sex Roles, 19 (5/6): 287–316.
  • He, J., Wang, C.L. (2015). Cultural identity and consumer ethnocentrism impacts on preference and purchase of domestic versus import brands: An empirical study in China, Journal of Business Research, 68: 1225–1233.
  • Hiton, J.L., Hippel, W.V. (1996). Stereo-types, Annual Review of Psychology, 47 (1): 205–235.
  • Hu, L.-T., Bentler, P.M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives, Structural Equation Modelling, 6 (1): 1–55.
  • Hult, T.G., Keillor, B.D. (1994). The impact of social desirability bias on consumer ethnocentrism research: A cross-national perspective, Journal of Marketing Management, 4 (2): 48–55.
  • İşler, D.B. (2013). Tüketici etnosentrizmi ve menşe ülke etkisi ekseninde satin alma kararlarindaki rolü: CETSCALE ölçeği ile bir uygulama, AİBÜ Sosyal Bilimler Enstitüsü Dergisi, 13 (1): 93–121.
  • Jain, S.K., Jain, R. (2013). Consumer ethnocentrism and its antecedents: An exploratory study of consumers in India, Asian Journal of Business Research, 3 (1): 1–18.
  • Jin, Z., Lynch, R., Attia, S., Chansarkar, B., Gülsoy, T., Lapoule, P. (2015). The relationship between consumer ethnocentrism, cosmopolitanism and product country image among younger generation consumers: The moderating role of country development status, International Business Review, 24: 380–393.
  • Keillor, B., Hult, T. (1999). A five country study of national identity: Implications for international marketing research and practice, International Marketing Review, 16 (1): 65–84.
  • Lee, W.-N., Hong, J.-Y., Lee, S.-J. (2003). Communicating with American consumers in the post 9/11 climate: An empirical investigation of consumer ethnocentrism in the United States, International Journal of Advertising, 22 (4): 487–510.
  • Liu, S.S., Johnson, K.F., Johnson, K.F. (2005). The automatic country-of-origin effects on brand judgements, Journal of Advertising, 34 (1): 87–97.
  • Magnusson, P., Krishnan, V., Westjohn, S.A., Zdravkovic, S. (2014). The spillover effects of prototype brand transgressions on country image and related brands, Journal of International Marketing, 22 (1): 21–38.
  • Meier, S. (2006). A survey of economic theories and field evidence on pro-social behavior, Federal Reserve Bank of Boston Working Paper, No. 06-6.
  • Nakip, M. (2006). Pazarlama araştirmalari teknikler ve (spss) destekli uygulamalar, Seçkin Yayınları, Kayseri.
  • Özçelik, D.G., Torlak, Ö. (2011). Marka kişiliği algisi ile etnosentrik eğilimler arasindaki ilişki: Levis ve Mavi Jeans üzerine bir uygulama, Ege Akademik Bakış, 11 (3): 361–377.
  • Özer, A., Dovganiuc, O. (2013). Gösteriş Amaçli ürünlerin satin alinmasinda ülke orijini ve tüketici etnosentrizminin etkisi, Pazarlama ve Pazarlama Araştırmaları Dergisi, 11: 61–80.
  • Poon, P., Evangelista, F., Albaum, G. (2010). Attitudes of migrants towards foreign-made products: An exploratory study of migrants in Australia, Journal of Consumer Marketing, 27 (1): 35–42.
  • Powers, T.L., Hopkins, R.A. (2006). Altruism and consumer purchase behaviour, Journal of International Consumer Marketing, 19 (1): 107–130.
  • Ruyter, K.D., Birgelen, M., Wetzels, M. (1998). Consumer ethnocentrism in international services marketing, International Business Review, 7 (2): 185–202.
  • Sharma, S., Shimp, T.A., Shin, J. (1995). Consumer ethnocentrism: A test of antecedents and moderators, Journal of The Academy of Marketing Sciences, 23 (1): 26–37.
  • Shimp, T.A., Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE, Journal of Marketing Research, 24: 280–289.
  • Siamagka, N.-T., Balabanis, G. (2015). Revisiting consumer ethnocentrism: Review, reconceptualization, and empirical testing, Journal of Marketing, 23 (3): 66–86.
  • Tiedens, L.Z., Linton, S. (2001). Judgment Under emotional certainty and uncertainty: The effects of specific emotions on information processing, Journal of Personality and Social Psychology, 81 (6): 973–988.
  • Tropp, L.R., Brown, A.C. (2004). What benefits the group can also benefit the individual: Group-enhancing and individual-enhancing motives for collective action, Group Process Intergroup Relations, 7 (3): 267–282.
  • Upadhyay, Y., Singh, S. (2006). Preference for domestic goods: a study of consumer ethnocentrism, Journal of Business Perspective, 10 (3): 59–68.
  • Watson, J.J., Wright, K. (2000). Consumer ethnocentrism and attitudes toward domestic and foreign products, European Journal of Marketing, 34: 1149–1166.
  • Zolfagharian, M., Saldivar, R., Sun, Q. (2014). Ethnocentrism and country of origin effects among immigrant consumers, Journal of Consumer Marketing, 31 (1): 68–84.

Consumer Ethnocentrism: An Application of CEESCALE on Syrian Refugees

Yıl 2017, Cilt: 16 Sayı: 4, 937 - 949, 07.11.2017
https://doi.org/10.21547/jss.314096

Öz

The
purpose of this study is to test the validity and reliability of the CEESCALE
scale, which brings a new perspective for the measurement of consumer
ethnocentrism. The CEESCALE scale, which aims to carry the CETSCALE scale to a
more cognitive level in the marketing literature, is tested on a sample of
Syrian migrants for this purpose. According to the results, the CEESCALE scale
appears to be a reliable scale for measuring consumer ethnocentrism in the
cognitive sense. As a result of the exploratory factor analysis, it is observed
that the variables for the Reflexviness tendency are determined under the
Prosocialty Scale, unlike the original scale. In the light of these results, it
can be said that the CEESCALE scale can be a subject for different studies by
comparing different samples or by measuring the effects on behavioral
intentions.

Kaynakça

  • Acharya, C., Elliot, G. (2003). Consumer ethnocentsim, perceived product quality and choice-an empirical investigation, Journal of International Consumer Marketing, 15 (4): 87–115.
  • Akın, M., Çiçek, R., Gürbüz, E., İnal, E. (2009). Tüketici etnosentrizmi ve davranış niyetleri arasındaki farklılığın belirlenmesinde CETSCALE ölçeği, Ege Akademik Bakış, 9 (2): 489–512.
  • Alden, D.L., Kelly, J., Reifler, P., Lee, J., Soutar, G. (2013). The effect of global company animosity on global brand attitudes in emerging and developed markets: Does perceived value matter? Journal of International Marketing, 21 (2): 17–38.
  • Arı, E.S., Madran, C. (2011). Satın alma kararlarında tüketici etnosentrizmi ve menşe ülke etkisinin rolü, Öneri, 9 (35): 15–33.
  • Asil, H., Kaya, İ. (2013). Türk tüketicilerin etnosentrik eğilimlerinin belirlenmesi üzerine bir araştırma, İstanbul Üniversitesi İşletme Fakültesi Dergisi, 42 (1): 113–132.
  • Bagozzi, R., Yi, Y., Phillips, L.W. (1991). Assesing construct validity in organizational research, Administrative Science Quarterly, 36 (3): 421–458.
  • Balabanis, G., Diamantopoulos, A., Mueller, R. D., Melewar, T. (2001). The impact of nationalism, patriotism and internationalism on consumer ethnocentric tendencies, Journal of International Business Studies, 32 (1): 157–175.
  • Balabanis, G., Mueller, R., Malewar, T. (2002). The relationship between consumer ethnocentrism and human values, Journal of Global Marketing, 15: 7–37.
  • Benabou, R., Tirole, J. (2006). Incentives and prosocial behaviour, The American Economic Review, 96 (5): 1652–1678.
  • Bizumic, B., Duckitt, J., Popadic, D., Dru, V., Krauss, S. (2009). A cross-cultural investigation into a reconceptualization of ethnocentrism, European Journal of Social Psychology, 39: 871–899.
  • Clevelend, M., Laroche, M., Papadopoulos, N. (2009). Cosmopolitanism, consumer ethnocentrism, and materialism: An eight-country study of antecedents and outcomes, Journal of International Marketing, 17 (1): 116–146.
  • Cremer, D.D. (2001). Relations of self-esteem concerns, group identification, and self-stereotyping to in-group favoritism, The Journal of Social Psychology, 141 (3): 389–400.
  • Devine, P.G. (1989). Stereotypes and prejudice: Their automatic and controlled components. Journal of Personality and Social Psychology, 56 (1): 5–18. Eroğlu, A.H., Arı, S. (2011). Tüketici etnosentrizmi ve marka bağlılığı arasındaki ilişki, Akdeniz Üniversitesi Uluslararası İşletme Fakültesi Dergisi, 3 (2): 39–55. Fernandez-Ferrin, P., Bande-Vilela, B., Klein, J. G., Rio-Araujo, M.L. (2015). Consumer ethnocentrism and consumer animosity: Antecedents and consequences, International Journal of Emerging Markets, 10 (1): 73–88.
  • Fettahoğlu, H.S., Sünbül, M.B. (2015). Tüketici etnosentrizmi ve tüketici husumetinin X, Y, Z kuşakları açısından incelenmesi, International Journal of Academic Values Studies, 1 (1): 26–45.
  • Gürbüz, S., Şahin, F. (2014). Sosyal bilimlerde araştirma yöntemleri felsefe-yöntem-analiz, Seçkin Yayınları, Ankara.
  • Hadjimarcou, J., Y.Hu, M. (1999). An examination of categorisation and stereotyping heuristics in global product evaluations, Journal of Marketing Management, 15 (5): 405–433.
  • Hansen, C.H., Hansen, R. (1988). How rock music videos can change what is seen when boy meets girl: Priming stereotypic appraisal of social interactions, Sex Roles, 19 (5/6): 287–316.
  • He, J., Wang, C.L. (2015). Cultural identity and consumer ethnocentrism impacts on preference and purchase of domestic versus import brands: An empirical study in China, Journal of Business Research, 68: 1225–1233.
  • Hiton, J.L., Hippel, W.V. (1996). Stereo-types, Annual Review of Psychology, 47 (1): 205–235.
  • Hu, L.-T., Bentler, P.M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives, Structural Equation Modelling, 6 (1): 1–55.
  • Hult, T.G., Keillor, B.D. (1994). The impact of social desirability bias on consumer ethnocentrism research: A cross-national perspective, Journal of Marketing Management, 4 (2): 48–55.
  • İşler, D.B. (2013). Tüketici etnosentrizmi ve menşe ülke etkisi ekseninde satin alma kararlarindaki rolü: CETSCALE ölçeği ile bir uygulama, AİBÜ Sosyal Bilimler Enstitüsü Dergisi, 13 (1): 93–121.
  • Jain, S.K., Jain, R. (2013). Consumer ethnocentrism and its antecedents: An exploratory study of consumers in India, Asian Journal of Business Research, 3 (1): 1–18.
  • Jin, Z., Lynch, R., Attia, S., Chansarkar, B., Gülsoy, T., Lapoule, P. (2015). The relationship between consumer ethnocentrism, cosmopolitanism and product country image among younger generation consumers: The moderating role of country development status, International Business Review, 24: 380–393.
  • Keillor, B., Hult, T. (1999). A five country study of national identity: Implications for international marketing research and practice, International Marketing Review, 16 (1): 65–84.
  • Lee, W.-N., Hong, J.-Y., Lee, S.-J. (2003). Communicating with American consumers in the post 9/11 climate: An empirical investigation of consumer ethnocentrism in the United States, International Journal of Advertising, 22 (4): 487–510.
  • Liu, S.S., Johnson, K.F., Johnson, K.F. (2005). The automatic country-of-origin effects on brand judgements, Journal of Advertising, 34 (1): 87–97.
  • Magnusson, P., Krishnan, V., Westjohn, S.A., Zdravkovic, S. (2014). The spillover effects of prototype brand transgressions on country image and related brands, Journal of International Marketing, 22 (1): 21–38.
  • Meier, S. (2006). A survey of economic theories and field evidence on pro-social behavior, Federal Reserve Bank of Boston Working Paper, No. 06-6.
  • Nakip, M. (2006). Pazarlama araştirmalari teknikler ve (spss) destekli uygulamalar, Seçkin Yayınları, Kayseri.
  • Özçelik, D.G., Torlak, Ö. (2011). Marka kişiliği algisi ile etnosentrik eğilimler arasindaki ilişki: Levis ve Mavi Jeans üzerine bir uygulama, Ege Akademik Bakış, 11 (3): 361–377.
  • Özer, A., Dovganiuc, O. (2013). Gösteriş Amaçli ürünlerin satin alinmasinda ülke orijini ve tüketici etnosentrizminin etkisi, Pazarlama ve Pazarlama Araştırmaları Dergisi, 11: 61–80.
  • Poon, P., Evangelista, F., Albaum, G. (2010). Attitudes of migrants towards foreign-made products: An exploratory study of migrants in Australia, Journal of Consumer Marketing, 27 (1): 35–42.
  • Powers, T.L., Hopkins, R.A. (2006). Altruism and consumer purchase behaviour, Journal of International Consumer Marketing, 19 (1): 107–130.
  • Ruyter, K.D., Birgelen, M., Wetzels, M. (1998). Consumer ethnocentrism in international services marketing, International Business Review, 7 (2): 185–202.
  • Sharma, S., Shimp, T.A., Shin, J. (1995). Consumer ethnocentrism: A test of antecedents and moderators, Journal of The Academy of Marketing Sciences, 23 (1): 26–37.
  • Shimp, T.A., Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE, Journal of Marketing Research, 24: 280–289.
  • Siamagka, N.-T., Balabanis, G. (2015). Revisiting consumer ethnocentrism: Review, reconceptualization, and empirical testing, Journal of Marketing, 23 (3): 66–86.
  • Tiedens, L.Z., Linton, S. (2001). Judgment Under emotional certainty and uncertainty: The effects of specific emotions on information processing, Journal of Personality and Social Psychology, 81 (6): 973–988.
  • Tropp, L.R., Brown, A.C. (2004). What benefits the group can also benefit the individual: Group-enhancing and individual-enhancing motives for collective action, Group Process Intergroup Relations, 7 (3): 267–282.
  • Upadhyay, Y., Singh, S. (2006). Preference for domestic goods: a study of consumer ethnocentrism, Journal of Business Perspective, 10 (3): 59–68.
  • Watson, J.J., Wright, K. (2000). Consumer ethnocentrism and attitudes toward domestic and foreign products, European Journal of Marketing, 34: 1149–1166.
  • Zolfagharian, M., Saldivar, R., Sun, Q. (2014). Ethnocentrism and country of origin effects among immigrant consumers, Journal of Consumer Marketing, 31 (1): 68–84.
Toplam 43 adet kaynakça vardır.

Ayrıntılar

Konular İşletme
Bölüm İşletme Finans
Yazarlar

Mehmet Ali Paylan

Cihan Çetinkaya

Eren Özceylan

Abdulhamid Dabbaa Bu kişi benim

Yayımlanma Tarihi 7 Kasım 2017
Gönderilme Tarihi 17 Mayıs 2017
Kabul Tarihi 10 Ekim 2017
Yayımlandığı Sayı Yıl 2017 Cilt: 16 Sayı: 4

Kaynak Göster

APA Paylan, M. A., Çetinkaya, C., Özceylan, E., Dabbaa, A. (2017). Consumer Ethnocentrism: An Application of CEESCALE on Syrian Refugees. Gaziantep University Journal of Social Sciences, 16(4), 937-949. https://doi.org/10.21547/jss.314096