THE EFFECT OF HOFSTEDE CULTURAL DIMENSIONS ON BRAND EQUITY: THE MEDIATING ROLE OF PERCEIVED USEFULNESS

Abstract

Consumers are inherently shaped by their culture, which plays a crucial role in developing and formulating brand equity. Considering culture’s significant role in shaping brand equity, this study aims to determine the impact of cultural dimensions on brand equity, with a mediating role of perceived usefulness and a moderating role of gender in the relationship between perceived usefulness and brand equity. The data were collected through face-toface surveys administered to 356 respondents and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results of the study revealed that the dimensions of uncertainty avoidance, long-term orientation, and indulgence/restraint have a positive and significant impact on brand equity, while power distance does not significantly influence brand equity. The study also found that perceived usefulness fully mediates the effect of individualism/collectivism and masculinity/femininity on brand equity. Furthermore, perceived usefulness significantly enhances brand equity, whereas gender does not significantly moderate the effect of perceived usefulness on brand equity.

Keywords

• Hofstede cultural dimensions
• brand equity
• perceived usefulness
• gender

HOFSTEDE KÜLTÜREL BOYUTLARININ MARKA DENKLİĞİ ÜZERİNDEKİ ETKİSİ: ALGILANAN FAYDANIN ARACILIK ROLÜ

Abstract

Tüketiciler, kültürlerinden doğal olarak etkilenirler ve kültür, marka denkliğinin geliştirilmesi ve oluşturulmasında önemli bir rol oynamaktadır. Kültürün marka denkliği üzerindeki belirleyici etkisi göz önüne alındığında, bu çalışma, kültürel boyutların marka denkliği üzerindeki etkisini belirlemeyi amaçlamakta ve bu ilişkide algılanan faydanın aracılık rolü ile algılanan fayda ve marka denkliği arasındaki ilişkide cinsiyetin düzenleyici rolünü incelemektedir. Veriler, yüz yüze gerçekleştirilen anketlerle 356 katılımcıdan toplanmış ve Kısmi En Küçük Kareler Yapısal Eşitlik Modellemesi (PLSSEM) kullanılarak analiz edilmiştir. Çalışmanın sonuçları, belirsizlikten kaçınma, uzun vadeli yönelim ve hoşgörü/kısıtlama boyutlarının marka denkliği üzerinde pozitif ve anlamlı bir etkiye sahip olduğunu, ancak güç mesafesinin marka denkliği üzerinde anlamlı bir etkisinin olmadığını ortaya koymuştur. Ayrıca, algılanan faydanın bireycilik/ kolektivizm ve erillik/dişillik boyutlarının marka denkliği üzerindeki etkisine tam aracılık ettiği belirlenmiştir. Ayrıca, algılanan fayda, marka denkliğini önemli ölçüde artırırken, cinsiyetin algılanan faydanın marka denkliği üzerindeki etkisini anlamlı bir şekilde düzenleyici olarak etkilemediği sonucu elde edilmiştir.

Keywords

• Hofstede kültürel boyutları
• marka denkliği
• algılanan fayda
• cinsiyet

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