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Lüks Markalar ve Taklitleri Arasındaki İlişkinin Teoriler Açısından Değerlendirilmesi

Year 2014, Volume: 23 Issue: 2, 301 - 316, 15.10.2014

Abstract

Son yıllarda tüketicilerin lüks markaların taklitlerini satın alma niyetlerinin etkileyen faktörler incelendiğinde fiyatın, tek başına önemli bir etken olmadığı görülmüştür. Fiyat dışı etkenlerin neler olabileceğine dair akademisyenler tarafından çeşitli bilimsel çalışmalar yapılmış olmasına rağmen, bunların büyük bir bölümünün, teorilerle açıklanmadığı dikkat çekmektedir. Bu çalışmadaki amaçta, lüks markalar ve taklitleri arasındaki ilişkiyi teoriler açısından inceleyerek, gerek literatüre gerekse lüks markaların yöneticilerine, konunun daha iyi anlaşılmasını sağlamak açısından katkıda bulunmaktır.

References

  • Amaldoss, W. & Jain, S. (2005). Pricing of Conspicuous Goods: A Competitive Analysis of Social Effects. Journal of Marketing Research, 42(1), 30-42. Azizağaoğlu, A. (2010). Sembolik Tüketim: Ürünlerin Sembolik Özelliklerinin Satın Alma Davranışı Üzerine Etkileri. Yayınlanmamış Doktora Tezi, Sakarya Üniversitesi Sosyal Bilimler Enstitüsü. Bagwell, L. S. & Bernheim, B. D. (1996). Veblen Effects In A Theory of Conspicuous Consumption. The American Economic Review, 86(3), 349-373. Baumgarth, C., Schneider, G. & Ceritoğlu, B. (2008). Lüks Markalar Gerçekten Lüks Markalar mı? Türkiye’deki Temel, Premium ve Lüks Markaların Faydaları ve Marka Güçlerine İlişkin Ampirik Bir Çalışma. Marmara Üniversitesi İ.İ.B.F. Dergisi, 25(2), 535-564. Bhardwaj, V. (2010). The Effects of Consumer Orientations on The Consumption Of Counterfeit Luxury Brands. Yayınlanmamış Doktora Tezi, The University of Tennessee. Bearden, W., Netemeyer, R. & Teel, J. (1989). Measurement of Consumer Susceptibility to Interpersonal Influence. Journal of Consumer Research, 15 (March), 473-481. Belk, R.W. (1988). Possesions and the Extended Self. Journal of Consumer Research, 15 (September), 139-168. Braun, O. L. & Wicklund, R. (1989). Psychological Antecedents of Conspicuous Consumption. Journal of Economic Psychology, 10(2), 161-187. Celsi, R. L., Rose, R. L. & Leigh, W. (1993). An Exploration of High-Risk Leisure Consumption Through Skydiving. Journal of Consumer Research, 20(1), 1- 23. Commuri, S. (2009). The Impact of Counterfeiting on Genuine-Item Consumers’ Brand Relationships. Journal of Marketing, 73(3), 86-98. Dubois, B. & Dequesne, P. (1993). The Market for Luxury Goods Income Versus Culture. European Journal of Marketing, 27(1), 35-44. Dubois, B., Laurent, G. & Czellar, S. (2001). Consumer Report To Luxury: Analyzing Complex And And Ambivalent Attitudes. Consumer Research Working Paper, 736, HEC, Jouy-en-Josas, France. Dubois, B. & Paternault, C. (1995). Observations: understanding the world of international luxury brands: the dream Formula. Journal of Advertising Research, 35(4), 69-75. Eisend, M. & Schuchert-Güler, P. (2006). Explaining counterfeit purchases: a review and preview. Academy of Marketing Science Review, 12(6), 1-26. Elliott, R. (1994). Exploring The Symbolic Meaning of Brands. British Journal of Management, 5(1), 13-19. Eryiğit, C. (2009). Ulus Merkezcilik ve Kişilerarası Etkilerin Tüketicilerin Yabancı Ürün Satın Alma Niyeti Üzerindeki Etkilerinin Kültürlerarası İncelemesi. Yayınlanmamış Doktora Tezi, Hacettepe Üniversitesi Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı. Geiger-Onoto, S. (2007). Elite Brands and Their Counterfeits: A Study Of Social Motives for Purchasing Status Goods. Yayınlanmamış Doktora Tezi, University of Houston. Gentry, J.W., Putrevu, S. & Shultz II, C. (2006). The Effects of Counterfeiting on Consumer Research. Journal of Consumer Behaviour, 5(3), 245-256. Gould, S.J. (1993). Assesing Self-Concept Discrepancy in Consumer Behavior: The Joint Effect of Private Self-Consciousness and Self- Monitoring. Advances in Consumer Research, 20(1), 419-424. Gregory, G. D., Munch, J. M. & Peterson, M. (2002). Attitude functions in consumer research: comparing value–attitude relations in individualist and collectivist cultures. Journal of Business Research, 55(1), 933-942. Grewal, R., Mehta, R. & Kardes, F. R. (2000). The role of the social-identity function of attitudes in consumer innovativeness and opinion leadership. Journal of Economic Psychology, 21(3), 233–252. Hanna, N. & Wozniak, R. (2001). Consumer Behavior: An Applied Approach. Prentice Hall. Herek, G. M. (1987). Can functions be measured? A new perspective on the functional approach to attitudes. Social Psychology Quarterly, 50(4), 285-303. Herpen, E., Pieters, R. & Zeelenberg, M. (2005). How Product Scarcity Impacts On Choice: Snob And Bandwagon Effects. Advances In Consumer Research, 32, 623-624. Holt, D. B. (1995). How Consumers Consume? A Typology of Consumption Practices. Journal of Consumer Research, 22 (March), 1- 15. Hyatt, E.M. (1992). Consumer Stereotyping: The Cognitive Bases of The Social Symbolism of Products. Advances in Consumer Research, 19, 299-303. Kapferer, J.N. (2008). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. 4th edition, Kogan Page, London. Kaya, İ. (2010). Pazarlama Bi’Tanedir. Babıali Kültür Yayıncılığı. Katz, D. (1960). The Functional Approach to the Study of Attitudes. Public Opinion Quarterly, 24(2), 163–204. Khan, M. (2006). Consumer Behavior and Advertising Management, New Age International Limited. Koç, E. (2007). Tüketici Davranışı ve Pazarlama Stratejileri: Global ve Yerel Yaklaşım. Seçkin Yayıncılık, Ankara. Leibenstein, H. (1950). Bandwagon,S, and Veblen Effects in the Theory of Consumers’ Demand. Quarterly Journal of Economics, 64(2), 183-207. Leigh, J. H. & Gabel, T. G. (1992). Symbolic Interactionism: Its Effects on Consumer Behavior and Implications for Marketing Strategy. Journal of Consumer Marketing, 9(1), 27-38. Lennox, R. & Wolfe, R. (1984). Revision of the Self-Monitoring Scale. Journal of Personality and Social Psychology, 46(6), 1349–1364. Lichtenstein, D. R., N. M. Ridgway & Netemeyer, R. G. (1993). Price Perceptions and Consumer Shopping Behavior: A Field Study. Journal of Marketing Research, 30(2), 234-245. Mason, R. (1995). Interpersonal Effects On Consumer Demand In Economic Theory And Marketing Thought, 1890-1950. Journal of Economic Issues, 29(3), 871-881. Nia, A. & Zaichkowsky, J. L. (2000). Do Counterfeits Devalue the Ownership of Luxury Brands?. Journal of Product & Brand Management, 9(7), 485-497. Nueno, J. L. & Quelch, J. A. (1998). The Mass Marketing of Luxury. Business Horizons, 41(6), 61–68. Odabaşı, Y. (2006b). Postmodern Pazarlama. MediaCat Yayınları, İstanbul. Odabaşı, Y. & Barış, G. (2007). Tüketici Davranışı. MediaCat Yayınları, İstanbul. Ozansoy, T. (2009). Moda Ürünlerinin Pazarlanmasında Sosyo-Psikolojik Faktörlerin Tüketici Tercihleri İle İlişkisi Üzerine Bir Pilot Araştırma. Yayınlanmamış Doktora Tezi, İstanbul Üniversitesi Sosyal Bilimler Enstitüsü. Perez M., Castaño R. & Quintanilla, C. (2010). Constructing Identity Through the Consumption of Counterfeit Luxury Goods. Qualitative Market Research, 13(3), 219-235. Shocker, A. D., Bayus, B. L. & Namwoon, K. (2004). Product complements and substitutes in the real world: The relevance of ‘other products. Journal of Marketing, 68(1), 28-40. Holt, D. B. (1995). How Consumers Consume? A Typology of Consumption Practices. Journal of Consumer Research, 22 (March), 1- 15. Hyatt, E.M. (1992). Consumer Stereotyping: The Cognitive Bases of The Social Symbolism of Products. Advances in Consumer Research, 19, 299-303. Kapferer, J.N. (2008). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. 4th edition, Kogan Page, London. Kaya, İ. (2010). Pazarlama Bi’Tanedir. Babıali Kültür Yayıncılığı. Katz, D. (1960). The Functional Approach to the Study of Attitudes. Public Opinion Quarterly, 24(2), 163–204. Khan, M. (2006). Consumer Behavior and Advertising Management, New Age International Limited. Koç, E. (2007). Tüketici Davranışı ve Pazarlama Stratejileri: Global ve Yerel Yaklaşım. Seçkin Yayıncılık, Ankara. Leibenstein, H. (1950). Bandwagon,S, and Veblen Effects in the Theory of Consumers’ Demand. Quarterly Journal of Economics, 64(2), 183-207. Leigh, J. H. & Gabel, T. G. (1992). Symbolic Interactionism: Its Effects on Consumer Behavior and Implications for Marketing Strategy. Journal of Consumer Marketing, 9(1), 27-38. Lennox, R. & Wolfe, R. (1984). Revision of the Self-Monitoring Scale. Journal of Personality and Social Psychology, 46(6), 1349–1364. Lichtenstein, D. R., N. M. Ridgway & Netemeyer, R. G. (1993). Price Perceptions and Consumer Shopping Behavior: A Field Study. Journal of Marketing Research, 30(2), 234-245. Mason, R. (1995). Interpersonal Effects On Consumer Demand In Economic Theory And Marketing Thought, 1890-1950. Journal of Economic Issues, 29(3), 871-881. Nia, A. & Zaichkowsky, J. L. (2000). Do Counterfeits Devalue the Ownership of Luxury Brands?. Journal of Product & Brand Management, 9(7), 485-497. Nueno, J. L. & Quelch, J. A. (1998). The Mass Marketing of Luxury. Business Horizons, 41(6), 61–68. Odabaşı, Y. (2006b). Postmodern Pazarlama. MediaCat Yayınları, İstanbul. Odabaşı, Y. & Barış, G. (2007). Tüketici Davranışı. MediaCat Yayınları, İstanbul. Ozansoy, T. (2009). Moda Ürünlerinin Pazarlanmasında Sosyo-Psikolojik Faktörlerin Tüketici Tercihleri İle İlişkisi Üzerine Bir Pilot Araştırma. Yayınlanmamış Doktora Tezi, İstanbul Üniversitesi Sosyal Bilimler Enstitüsü. Perez M., Castaño R. & Quintanilla, C. (2010). Constructing Identity Through the Consumption of Counterfeit Luxury Goods. Qualitative Market Research, 13(3), 219-235. Shocker, A. D., Bayus, B. L. & Namwoon, K. (2004). Product complements and substitutes in the real world: The relevance of ‘other products. Journal of Marketing, 68(1), 28-40.
Year 2014, Volume: 23 Issue: 2, 301 - 316, 15.10.2014

Abstract

References

  • Amaldoss, W. & Jain, S. (2005). Pricing of Conspicuous Goods: A Competitive Analysis of Social Effects. Journal of Marketing Research, 42(1), 30-42. Azizağaoğlu, A. (2010). Sembolik Tüketim: Ürünlerin Sembolik Özelliklerinin Satın Alma Davranışı Üzerine Etkileri. Yayınlanmamış Doktora Tezi, Sakarya Üniversitesi Sosyal Bilimler Enstitüsü. Bagwell, L. S. & Bernheim, B. D. (1996). Veblen Effects In A Theory of Conspicuous Consumption. The American Economic Review, 86(3), 349-373. Baumgarth, C., Schneider, G. & Ceritoğlu, B. (2008). Lüks Markalar Gerçekten Lüks Markalar mı? Türkiye’deki Temel, Premium ve Lüks Markaların Faydaları ve Marka Güçlerine İlişkin Ampirik Bir Çalışma. Marmara Üniversitesi İ.İ.B.F. Dergisi, 25(2), 535-564. Bhardwaj, V. (2010). The Effects of Consumer Orientations on The Consumption Of Counterfeit Luxury Brands. Yayınlanmamış Doktora Tezi, The University of Tennessee. Bearden, W., Netemeyer, R. & Teel, J. (1989). Measurement of Consumer Susceptibility to Interpersonal Influence. Journal of Consumer Research, 15 (March), 473-481. Belk, R.W. (1988). Possesions and the Extended Self. Journal of Consumer Research, 15 (September), 139-168. Braun, O. L. & Wicklund, R. (1989). Psychological Antecedents of Conspicuous Consumption. Journal of Economic Psychology, 10(2), 161-187. Celsi, R. L., Rose, R. L. & Leigh, W. (1993). An Exploration of High-Risk Leisure Consumption Through Skydiving. Journal of Consumer Research, 20(1), 1- 23. Commuri, S. (2009). The Impact of Counterfeiting on Genuine-Item Consumers’ Brand Relationships. Journal of Marketing, 73(3), 86-98. Dubois, B. & Dequesne, P. (1993). The Market for Luxury Goods Income Versus Culture. European Journal of Marketing, 27(1), 35-44. Dubois, B., Laurent, G. & Czellar, S. (2001). Consumer Report To Luxury: Analyzing Complex And And Ambivalent Attitudes. Consumer Research Working Paper, 736, HEC, Jouy-en-Josas, France. Dubois, B. & Paternault, C. (1995). Observations: understanding the world of international luxury brands: the dream Formula. Journal of Advertising Research, 35(4), 69-75. Eisend, M. & Schuchert-Güler, P. (2006). Explaining counterfeit purchases: a review and preview. Academy of Marketing Science Review, 12(6), 1-26. Elliott, R. (1994). Exploring The Symbolic Meaning of Brands. British Journal of Management, 5(1), 13-19. Eryiğit, C. (2009). Ulus Merkezcilik ve Kişilerarası Etkilerin Tüketicilerin Yabancı Ürün Satın Alma Niyeti Üzerindeki Etkilerinin Kültürlerarası İncelemesi. Yayınlanmamış Doktora Tezi, Hacettepe Üniversitesi Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı. Geiger-Onoto, S. (2007). Elite Brands and Their Counterfeits: A Study Of Social Motives for Purchasing Status Goods. Yayınlanmamış Doktora Tezi, University of Houston. Gentry, J.W., Putrevu, S. & Shultz II, C. (2006). The Effects of Counterfeiting on Consumer Research. Journal of Consumer Behaviour, 5(3), 245-256. Gould, S.J. (1993). Assesing Self-Concept Discrepancy in Consumer Behavior: The Joint Effect of Private Self-Consciousness and Self- Monitoring. Advances in Consumer Research, 20(1), 419-424. Gregory, G. D., Munch, J. M. & Peterson, M. (2002). Attitude functions in consumer research: comparing value–attitude relations in individualist and collectivist cultures. Journal of Business Research, 55(1), 933-942. Grewal, R., Mehta, R. & Kardes, F. R. (2000). The role of the social-identity function of attitudes in consumer innovativeness and opinion leadership. Journal of Economic Psychology, 21(3), 233–252. Hanna, N. & Wozniak, R. (2001). Consumer Behavior: An Applied Approach. Prentice Hall. Herek, G. M. (1987). Can functions be measured? A new perspective on the functional approach to attitudes. Social Psychology Quarterly, 50(4), 285-303. Herpen, E., Pieters, R. & Zeelenberg, M. (2005). How Product Scarcity Impacts On Choice: Snob And Bandwagon Effects. Advances In Consumer Research, 32, 623-624. Holt, D. B. (1995). How Consumers Consume? A Typology of Consumption Practices. Journal of Consumer Research, 22 (March), 1- 15. Hyatt, E.M. (1992). Consumer Stereotyping: The Cognitive Bases of The Social Symbolism of Products. Advances in Consumer Research, 19, 299-303. Kapferer, J.N. (2008). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. 4th edition, Kogan Page, London. Kaya, İ. (2010). Pazarlama Bi’Tanedir. Babıali Kültür Yayıncılığı. Katz, D. (1960). The Functional Approach to the Study of Attitudes. Public Opinion Quarterly, 24(2), 163–204. Khan, M. (2006). Consumer Behavior and Advertising Management, New Age International Limited. Koç, E. (2007). Tüketici Davranışı ve Pazarlama Stratejileri: Global ve Yerel Yaklaşım. Seçkin Yayıncılık, Ankara. Leibenstein, H. (1950). Bandwagon,S, and Veblen Effects in the Theory of Consumers’ Demand. Quarterly Journal of Economics, 64(2), 183-207. Leigh, J. H. & Gabel, T. G. (1992). Symbolic Interactionism: Its Effects on Consumer Behavior and Implications for Marketing Strategy. Journal of Consumer Marketing, 9(1), 27-38. Lennox, R. & Wolfe, R. (1984). Revision of the Self-Monitoring Scale. Journal of Personality and Social Psychology, 46(6), 1349–1364. Lichtenstein, D. R., N. M. Ridgway & Netemeyer, R. G. (1993). Price Perceptions and Consumer Shopping Behavior: A Field Study. Journal of Marketing Research, 30(2), 234-245. Mason, R. (1995). Interpersonal Effects On Consumer Demand In Economic Theory And Marketing Thought, 1890-1950. Journal of Economic Issues, 29(3), 871-881. Nia, A. & Zaichkowsky, J. L. (2000). Do Counterfeits Devalue the Ownership of Luxury Brands?. Journal of Product & Brand Management, 9(7), 485-497. Nueno, J. L. & Quelch, J. A. (1998). The Mass Marketing of Luxury. Business Horizons, 41(6), 61–68. Odabaşı, Y. (2006b). Postmodern Pazarlama. MediaCat Yayınları, İstanbul. Odabaşı, Y. & Barış, G. (2007). Tüketici Davranışı. MediaCat Yayınları, İstanbul. Ozansoy, T. (2009). Moda Ürünlerinin Pazarlanmasında Sosyo-Psikolojik Faktörlerin Tüketici Tercihleri İle İlişkisi Üzerine Bir Pilot Araştırma. Yayınlanmamış Doktora Tezi, İstanbul Üniversitesi Sosyal Bilimler Enstitüsü. Perez M., Castaño R. & Quintanilla, C. (2010). Constructing Identity Through the Consumption of Counterfeit Luxury Goods. Qualitative Market Research, 13(3), 219-235. Shocker, A. D., Bayus, B. L. & Namwoon, K. (2004). Product complements and substitutes in the real world: The relevance of ‘other products. Journal of Marketing, 68(1), 28-40. Holt, D. B. (1995). How Consumers Consume? A Typology of Consumption Practices. Journal of Consumer Research, 22 (March), 1- 15. Hyatt, E.M. (1992). Consumer Stereotyping: The Cognitive Bases of The Social Symbolism of Products. Advances in Consumer Research, 19, 299-303. Kapferer, J.N. (2008). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. 4th edition, Kogan Page, London. Kaya, İ. (2010). Pazarlama Bi’Tanedir. Babıali Kültür Yayıncılığı. Katz, D. (1960). The Functional Approach to the Study of Attitudes. Public Opinion Quarterly, 24(2), 163–204. Khan, M. (2006). Consumer Behavior and Advertising Management, New Age International Limited. Koç, E. (2007). Tüketici Davranışı ve Pazarlama Stratejileri: Global ve Yerel Yaklaşım. Seçkin Yayıncılık, Ankara. Leibenstein, H. (1950). Bandwagon,S, and Veblen Effects in the Theory of Consumers’ Demand. Quarterly Journal of Economics, 64(2), 183-207. Leigh, J. H. & Gabel, T. G. (1992). Symbolic Interactionism: Its Effects on Consumer Behavior and Implications for Marketing Strategy. Journal of Consumer Marketing, 9(1), 27-38. Lennox, R. & Wolfe, R. (1984). Revision of the Self-Monitoring Scale. Journal of Personality and Social Psychology, 46(6), 1349–1364. Lichtenstein, D. R., N. M. Ridgway & Netemeyer, R. G. (1993). Price Perceptions and Consumer Shopping Behavior: A Field Study. Journal of Marketing Research, 30(2), 234-245. Mason, R. (1995). Interpersonal Effects On Consumer Demand In Economic Theory And Marketing Thought, 1890-1950. Journal of Economic Issues, 29(3), 871-881. Nia, A. & Zaichkowsky, J. L. (2000). Do Counterfeits Devalue the Ownership of Luxury Brands?. Journal of Product & Brand Management, 9(7), 485-497. Nueno, J. L. & Quelch, J. A. (1998). The Mass Marketing of Luxury. Business Horizons, 41(6), 61–68. Odabaşı, Y. (2006b). Postmodern Pazarlama. MediaCat Yayınları, İstanbul. Odabaşı, Y. & Barış, G. (2007). Tüketici Davranışı. MediaCat Yayınları, İstanbul. Ozansoy, T. (2009). Moda Ürünlerinin Pazarlanmasında Sosyo-Psikolojik Faktörlerin Tüketici Tercihleri İle İlişkisi Üzerine Bir Pilot Araştırma. Yayınlanmamış Doktora Tezi, İstanbul Üniversitesi Sosyal Bilimler Enstitüsü. Perez M., Castaño R. & Quintanilla, C. (2010). Constructing Identity Through the Consumption of Counterfeit Luxury Goods. Qualitative Market Research, 13(3), 219-235. Shocker, A. D., Bayus, B. L. & Namwoon, K. (2004). Product complements and substitutes in the real world: The relevance of ‘other products. Journal of Marketing, 68(1), 28-40.
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Details

Journal Section Makaleler
Authors

Nil Engizek

Ahmet Şekerkaya

Publication Date October 15, 2014
Submission Date November 14, 2017
Published in Issue Year 2014 Volume: 23 Issue: 2

Cite

APA Engizek, N., & Şekerkaya, A. (2014). Lüks Markalar ve Taklitleri Arasındaki İlişkinin Teoriler Açısından Değerlendirilmesi. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 23(2), 301-316.