TÜKETİCİ MİLLİYET MERKEZCİLİĞİ VE DÜŞMANLIĞININ KÜLTÜREL BENZERLİK ÇERÇEVESİNDE İNCELENMESİ: BOSNA HERSEK UYGULAMASI

Öz

 Bu çalışmanın amacı, tüketicilerin milliyet merkezcilik ve düşmanlık düzeylerinin satın alma niyeti üzerindeki etkilerinin kültürü benzer ve benzer olmayan ülkeler arasında farklılık gösterip göstermediğini araştırmaktır. Bu çerçevede önerilen modeli test etmek amacıyla Bosna Hersek’in farklı şehirlerindeki hane halkı üzerinde araştırma gerçekleştirilmiştir. Bu amaçla, yüz yüze anket yoluyla 300 katılımcıdan veri toplanmıştır. Uygulanan Çoklu Regresyon Analizi’ne göre tüketicilerin milliyet merkezciliğinin yabancı ürünleri satın alma niyetini olumsuz yönde etkilediği bulunmuştur. Sonuçlar Bosna Hersek’teki tüketicilerin Sırbistan’a ve Hollanda’ya karşı savaş ve ekonomik düşmanlığın var olduğunu göstermektedir. Aynı zamanda, savaş ve ekonomik düşmanlığın yabancı ürünleri satın alma niyetini olumsuz yönde etkilediği tespit edilmiştir. Yapılan Chow Testi sonucunda ülkelere ait eğim ve katsayılarının anlamlı farklılık gösterdiği tespit edilmiştir. Analiz sonuçlarına göre, kültürel benzerliğin milliyet merkezcilik ve düşmanlığın yabancı ürünleri satın alma niyeti üzerindeki olumsuz etkisini azalttığı, savaş düşmanlığının yabancı ürünleri satın alma niyeti üzerindeki olumsuz etkisini ise azaltmadığı bulunmuştur. 

Anahtar Kelimeler

• Milliyet Merkezcilik,Savaş Düşmanlığı,Ekonomik Düşmanlık,Satın Alma Niyeti,Kültürel Benzerlik

INVESTIGATING CONSUMER ETHNOCENTRISM AND CONSUMER ANIMOSITY IN THE CONTEXT OF CULTURAL SIMILARITY: BOSNIA AND HERZEGOVINA APPLICATION

Abstract

 The purpose of this study is to investigate whether the impact of consumers’ ethnocentrism and consumer animosity on their purchase intention toward foreign products differs between culturally similar and dissimilar countries. In this context, the proposed model was tested on a sample of Bosnian households in the different cities. The data was collected from 300 participants. The results showed that consumer ethnocentrism has a negative impact on purchase intention toward foreign products. Results also showed that Bosnian consumers feel both war and economic animosty towards Serbia and Netherlands. Further, consumers’ war and economic animosity have a negative impact on their purchase intention toward foreign products. Cultural similarity between consumers’ home and foreign product’s country has a weakening effect on the negative impact of consumers’ ethnocentrism and economic animosity on their purchase intention toward foreign products but does not have a weakening effect on the negative impact of war animosity. 

Keywords

• Consumer Ethnocentrism,War Animosity,Economic Animosity,Purchase Intention,Cultural Similarity

Kaynakça

1. Ajzen, I. 1991. The Theory of Planned Behaviour. Organizational Behaviour and Human Processes, 50 (2), 179-211.
2. Altintas, M.H. ve Tokol, T. 2007. Cultural Openness and Consumer Ethnocentrism: An Empirical Analysis of Turkish Consumers. Marketing Intelligence and Planning, 25 (4), 308-325.
3. Ang, S.H., Jung, K., Kau, A.K., Leong, S.M., Pornpitakpan, C. ve Tan, S.J. 2004. Animosity Towards Economic Giants: What The Little Guys Think. Journal of Consumer Marketing, 21 (3), 190-207.
4. Arap, E. 2010. Yugoslavya’nın Parçalanması Süreci ve Uluslararası İlişkiler. http://www.turkhukuksitesi.com/makale_1214.htm (Erişim Tarihi: 12.01.2016). Bahaee, M. ve Pisani, M.J. 2009. Iranian Consumer Animosity and U.S. Products: A Witch's Brew or Elixir? International Business Review, 18 (2), 199-210.
5. Balabanis, G. ve Diamantopoulos, A. 2004. Domestic Country Bias, Country-of-Origin Effects, and Consumer Ethnocentrism: A Multidimensional Unfolding Approach. Proceedings of the Annual Conference of the European Marketing Academy, 32 (1), 17-21.
6. Barić, A., Jelovac, D. ve Fain, N. 2013. Barriers in Multicultural Business Communication: An Empirical Study of Slovenia and Bosnia and Herzegovina. Innovative Issues and Approaches in Social Sciences, 6 (3), 18-38.
7. Brkic, N., Corbo, M. ve Berberovic, D. 2011. Ethnocentrism and Animosity in Consumer Behavior in Bosnia and Herzegovina and Implications for Companies. Economic Review – Journal of Economics and Business, 9 (1), 45-61.
8. Bosna Hersek İstatistik Kurumu. 2015. Bosna Hersek İle İlgili Arşiv Belgeleri 1516-1919. T.C. Başbakanlık Devlet Arşivleri Genel Müdürlüğü Osmanlı Arşivi Daire Başkanlığı, http://www.bhas.ba/ (Erişim Tarihi: 10.03.2015).

9. Chow, G.C. 1960. Tests of Equality Between Sets of Coefficients in Two Linear Regressions. Econometrica, 28 (3), 591-605.
10. Cicic, M., Brkic, N. ve Krupalija, M. 2002. Consumer Animosity and Ethnocentrism in Bosnia and Herzegovina: The Case Of A Developing Country İn A Post-War Time. 27th Macro Marketing Conference Macro Marketing in the Asia Pacific Century, Sydney, 11-14, 189-207.
11. Cicic, M., Brkic, N., Husic, M. ve Agic, E. 2005. The Influence of Animosity, Xenophilia and Ethnocentric Tendencies on Consumers’ Willingness to Buy Foreign Products – The Case of Croatia. Paper Presented at the 34th European Marketing Conference ( 24-27), Milan.
12. Cutura, M. 2006. The Impacts of Ethnocentrism on Consumers’ Evaluation Processes and Willingness to Buy Domestic vs. Imported Goods in the Case of Bosnia and Herzegovina. South East European Journal of Economics and Business, 1 (2), 54-63.
13. Cutura M. 2011. Ethnic Belonging as a Predictor of Consumers’ Animosity in Multicultural Communicational Context of Postwar Bosnia and Herzegovina. Informatology, 44 (2), 115-123.
14. Eryiğit, C. 2013. The Influence of Brand Associations on Brand Loyality in Accordance With Product Involvement. Sport Management International Journal. 9 (2), 18-33.
15. Ettenson, R. ve Klein, J.G. 2005. The Fallout from French Nuclear Testing in the South Pacific A Longitudinal Study of Consumer Boycotts. International Marketing Review, 22 (2), 199-224.
16. Forehand, M., Deshpande, R. ve Reed, A. 2002. Identity Salience and the Influence of Differential Activation of the Social Self-schema on Advertising Response. Journal of Applied Psychology, 87 (6), 1086-1099.
17. Good, K.L. ve Huddleston, P. 1995. Ethnocentrism of Polish and Russian Consumers: Are Feelings and Intentions Related? International Marketing Review, 12 (5), 35-48.
18. Grayson, K. ve Ambler, T. 1999. The Dark Side of Long-Term Relationships in Marketing Services. Journal Marketing Research, 36, 132-141.
19. Hair, B., Bush, R.P. ve Ortinau D. J., 2003. Marketing Research, 3. Ed.
20. Herche, J. 1992. A Note on the Predictive Validity of the CETSCALE. Journal of the Academy of Marketing Science, 20 (3), 261-264.
21. Herche, J. 1994. Ethnocentric Tendencies, Marketing Strategy and Import Purchase Behaviour. International Marketing Review, 11 (3), 4-16.
22. Hofstede, G. 1984. Culture’s Consequences: International Differences in Work-Related Values. London and Beverly Hills:Sage, 86-88.
23. Hofstede, G. 2015. 4 Cultural Dimensions From. http://geerthofstede.com (Erişim Tarihi: 20.02. 2016).
24. House, R.J., Hanges, P.J, Javidan, M., Dorfman, P.W. ve Gupta, V. 2004. Culture, Leadership, and Organisations.: The GlOBE study of 62 societies. Thousand Oaks, CA: Sage.
25. Huang, Y.A., Phau, I. ve Lin, C. 2010. Consumer Animosity, Economic Hardship, and Normative Influence: How Do They Affect Consumers’ Purchase Intention? European Journal of Marketing, 44 (7/8), 909-937.
26. Javalgi, R.G., Khare, V.P., Gross, A.C. ve Scherer, R.F. 2005. An Application of the Consumer Ethnocentrism Model to French Consumers. International Business Review, 14 (3), 325-344.
27. Jimenez, N.H. ve San Martin, S. 2010. The Role of Country-of-Origin, Ethnocentrism and Animosity in Promoting Consumer Trust: The moderating role of familiarity. International Business Review, 19 (1), 34-45.
28. Jung, K., Ang, S.H., Leong, S.M., Tan, S..J., Pornpitakpan, C. ve Kau, A.K. 2002. A Typology of Animosity and its Cross-National Validation. Journal of Cross-Cultural Psychology, 33 (6), 525-539.
29. Juric, B. ve Worsley, A. 1998. Consumers' Attitudes Towards Imported Food Products. Food Quality and Preference, 9 (6), 431-441.
30. Kavak, B. ve Gümüşlüoğlu, L. 2007. Segmenting Food Markets, The Role of Ethnocentrism and Lifestyle in Understanding Purchasing Intentions. International Journal of Market Research, 49 (1), 71-94.
31. Kaynak, E. ve Kara, A. 2002. Consumer perceptions of Foreign Products an Analysis of Product-Country Images and Ethnocentrism. European Journal of Marketing, 36 (7/8), 928-949.
32. Klein, J. G. 2002. US Versus Them, or Us Versus Everyone? Delineating Consumer Aversion to Foreign Goods. Journal of international business studies, 33 (2), 345-363.
33. Klein, J.G., Ettenson, R. ve Morris, M.D. 1998. The Animosity Model of Foreign Product Purchase: An Empirical Test in the People's Republic of China. Journal of Marketing, 62 (1), 89-100.
34. Klein, J.G. ve Ettenson, R. 1999. Consumer Animosity and Consumer Ethnocentrism: An Analysis of Unique Antecedents. Journal of International Consumer Marketing, 11 (4), 5-24.
35. Kubany, E. S., Bauer, G. B., Pangilinan, M. E., Muraoka, M. Y. ve Enriquez, V. G. 1995. Impact of Labelled Anger and Blame in Intimate Relationships: Cross-Cultural Extension of Findings. Journal of Cross-Cultural Psychology, 26, 65-83.
36. Küçükemiroğlu, O. 1999. Market Segmentation by Using Consumer Lifestyle Dimensions and Ethnocentrism. European Journal of Marketing, 33 (5/6), 470-487.
37. Lantz, G. ve Loeb, S. 1996. Country of Origin and Ethnocentrism: An Analysis of Canadian and American Preferences Using Social Identity Theory. Advances in Consumer Research, 23 (1), 374-378.
38. Lee, W.N., Hong, J.Y. ve 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.
39. Little, J.P., Little, S.E. ve Cox, K.C. 2009. U.S. Consumer Animosity Towards Vietnam: A Comparison of Generations. The Journal of Applied Business Research, 25 (6), 13-22.
40. Ma, J., Wang, S. ve Hao, W. 2012. Does Cultural Similarity Matter? Extending the Animosity Model From a New Perspective. Journal of Consumer Marketing, 29 (5), 319-332.
41. Moran, R.T., Abramson, N.R. ve Moran, S.V. 2014. Managing Cultural Differences. Routledge, New York.
42. Nakos, G.E. ve Hajidimitriou, Y.A. 2007. The Impact of National Animosity on Consumer Purchases: The Modifying Factor of Personal Characteristics. Journal of Inernational Consumer Marketing, 19 (3), 53-72.
43. Nijssen, E.J., Douglas, S.P. ve Bressers, P. 1999. Attitudes Toward the Purchase of Foreign Poducts: Extending the Model. Working Paper, New York University. Academy of Marketing, AMA Global Marketing SIG Joint Conference.
44. Nijssen, E.J. ve Douglas, S.P. 2004. Examining the Animosity Model in a Country With a High Level of Foreign Trade. International Journal of Research in Marketing, 21 (1), 23-38.
45. Orth, U.R. ve Firbasova, Z. 2003. The Role of Consumer Ethnocentrism in Food Product Evaluation. Agribusiness,19 (2), 137-153.
46. Podrug, N., Pavicic, J. ve Bratic, V. 2006. Cross- Cultural Comparison Of Hofstede’s Dimensions and Decision-Making Style Within CEE Context. Proceedings of the ICES 3rd International Conference, From Transition to Sustainable Development: The Path to European Integration, School of Economics and Business Sarajevo, 90 (2), 1-16.
47. Rybina,L., Reardon,J. ve Humphrey, J. 2010. Patriotism, Cosmopolitanism, Consumer Ethnocentrism and Purchase Behavior in Kazakhstan. Organizations and Markets in Emerging Econmies, 1 (2), 92-107.
48. Riefler, P. ve Diamantopoulos, A. 2007. Consumer Animosity: A Literature Review and a Reconsideration of its Measurement. Journal of Business Research, 62 (4), 407-419.
49. Rose, M., Rose, G.M. ve Shoham, A. 2009. The Impact of Consumer Animosity on Attitudes Towards Foreign Goods: A Study of Jewish and Arab Israelis. Journal of Consumer Marketing, 26 (5), 330-339.
50. Shankarmahesh, M.N. 2006. Consumer Ethnocentrism: An Integrative Review of its Antecedents and Consequences. International Marketing Review, 23 (2), 146-172.
51. Sharma, S.H., Shimp, T.A. ve Shin, J. 1995. Consumer Ethnocentrism: A Test of Antecedents and Moderators. Journal of the Academy of Marketing Science, 23 (1), 26 -37.
52. Shimp, T.A. ve Sharma, S. 1987. Consumer Ethnocentrism: Construction and Validation of the CETSCALE. Journal of Marketing Research, 24 (8), 280-289.
53. Shimp, T.A., Dunn, T.H. ve Klein, J.G. 2004. Remnants of the U.S. Civil War and Modern Consumer Behavior. Psychology and Marketing, 21 (2), 75-91.
54. Shin, M. 2001. The Animosity Model of Foreign Product Purchase. Journal of Empirical Generalisations in Marketing Science, 6, 6-14.
55. Shoham, A., Davidow, M., Klein, J. ve Ruvio, A. 2006. Animosity on the Home Front: The Intifada in Israel and its Impact on Consumer Behaviour. Journal of International Marketing, 14 (3), 92-114.
56. Şafak, Y. 2010. Bosna Savaşı ve Yogoslavya’nın Parçalanması. Kadir Has Üniversitesi Sosyal Bilimler Enstitüsü Yüksek Lisans Tezi, İstanbul.
57. Tajfel, H. 1982. Social Psychology of Intergroup Relations. Annual Review of Psychology, 33, 1-39.
58. Turner, J.C., Hogg, M.A., Oakes, P.J., Reicher S.D. ve Wetherell, M.S. 1987. Rediscovering the Social Group: A Self-Categorization Theory. Oxford and New York: Blackwell.
59. Vida, I. ve Fairhurst, A. 1999. Factors Underlying the Phenomenon of Consumer Ethnocentricity: Evidence from Four Central European Countries. The International Review of Retail, Distribution and Consumer Research, 9 (4), 321-337.
60. Wang, C.K. ve Lamb, C.W. 1983. The Impact of Selected Environmental Forces Upon Consumers' Willingness to Buy Foreign Products. Journal of the Academy of Marketing Science, 11 (2), 71-84.
61. Watson, J.J. ve Wright, K. 2000. Consumer Ethnocentrism and Attitudes Toward Domestic and Foreign Products. European Journal of Marketing, 34 (9/10), 1149-1166.