Araştırma Makalesi
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Consumer animosity against Israeli goods with its effect of religiosity

Yıl 2020, Sayı: 49, 203 - 218, 16.12.2020

Öz

Today, with globalization and an increasing competitive environment, enterprises operating in international markets, especially, need to understand the consumer much better. Consumer animosity is an intense negative emotion that consumers develop regarding a particular country's products or brands. Religiosity, on the other hand, is the level of believing in a religion to which a person belongs and what religion requires, and implementing these requirements in their daily life. Accordingly, the effect of religiosity on consumer animosity was examined in this study. Data was collected from 488 people aged 18 and over who lived in Kayseri and were selected by easy sampling method by online survey method. Part of the models prepared by Klein, Ettenson and Moris (1998) and Ahmed, Anang, Othman, Sambasivan (2013) were used as part of the research. By applying these models from the literature, the relationships between religiosity, consumer animosity, emotional reactions and purchasing intention variables were examined. Structural equation modeling was used in the analysis of the data. Analyses were conducted using SPSS and AMOS programs. According to the findings; religiosity affects consumer animosity towards Israeli products. At the same time, consumer animosity affects the intention to buy Israeli products and emotional reactions to these products. This study not only enriches the model of consumer animosity, but also provides additional information for international marketing strategies.

Kaynakça

  • Abosag, I. & Farah, M.F. (2014). The influence of religiously motivated consumer boycotts on brand image, loyalty and product judgment. European Journal of Marketing, 48(11-12), 2262-2283.
  • Ahmed, Z., Anang, R., Othman, N. & Sambasivan, M. (2013). To purchase or not to purchase US products: role of religiosity, animosity, and ethno-centrism among Malaysian consumers. Journal of Services Marketing, 27(7), 551-563.
  • Akdogan, S., Ozgener, S., Kaplan, M., & Coskun, A. (2012). The effects of consumer ethnocentrism and consumer animosity on the re-purchase intent: The moderating role of consumer loyalty. EMAJ: Emerging Markets Journal, 2(1), 1-12.
  • Al-Hyari, K., Alnsour, M., Al-Weshah, G., & Haffar, M. (2012). Religious beliefs and consumer behaviour: from loyalty to boycotts. Journal of Islamic Marketing, 3(2), 155-174.
  • Balıkçıoğlu, B., Koçak, A., & Alper, Ö. (2007). Şiddet içermeyen bir eylem olarak dolaylı tüketici boykotlarının oluşum süreci ve Türkiye için değerlendirme. Ankara Üniversitesi SBF Dergisi, 62(03), 79-100.
  • Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
  • Cicic, M., Brkic, N., Husic, M., & Agic, E. (2005). The influence of animosity, xenophilia and ethnocentric tendencies on consumers’ willingness to buy foreign products-the case of Croatia. In 34th European Marketing Conference, 24-27.
  • Coyle, J. R., & Thorson, E. (2001). The effects of progressive levels of interactivity and vividness in web marketing sites. Journal of Advertising, 30(3), 65-77.
  • Cui, A. P., Wajda, T. A., & Hu, M. Y. (2012). Consumer animosity and product choice: might price make a difference? Journal of Consumer Marketing, 29(7), 494–506.
  • Eren, S.S. (2013). Young consumers’ attitudes toward american products. Procedia - Social and Behavioral Sciences, 99 (1), 489 – 495.
  • Ettenson, R., & Klein, J. G. (2005). The fallout from French nuclear testing in the South Pacific. International Marketing Review, 22(2), 199–224.
  • Gürbüz, S. & Şahin, F. (2018). Sosyal bilimlerde araştırma yöntemleri felsefe-yöntem-analiz. 5. Baskı. Seçkin Yayıncılık.
  • Hacıoğlu G., Eren, S.S., Kurt, G., & Çelikkan, H. (2013). Tüketicilerin Düşmanlık Hissi ve Etnik Merkezciliği ile Satın Alma Niyeti Arasındaki İlişkiler: Türk Tüketicilerin Fransız Malı Ürünlere Yönelik Tutumlarına Dair Bir Araştırma. 18. Ulusal Pazarlama Kongresi, Kars, 19-22 Haziran 2013, 576-586.
  • Heinberg, M. (2017). Outbreaks of animosity against the West in China: Effects on local brand consumption. International Marketing Review, 34(4), 514-535
  • Hoffmann, S., Mai, R., & Smirnova, M. (2011). Development and validation of a cross-nationally stable scale of consumer animosity. Journal of Marketing Theory and Practice, 19(2), 235-252.
  • Huang, Y. A., Phau, I., & Lin, C. (2010). Consumer animosity, economic hardship, and normative influence. European Journal of Marketing, 44(7–8), 909–937
  • Karagöz, Y. (2017). SPSS ve AMOS uygulamalı nitel-nicel-karma bilimsel araştırma yöntemleri ve yayın etiği (1. Baskı). Nobel Akademik Yayıncılık.
  • Kalliny, M., & LeMaster, J. (2005). Before you go, you should know: The impact of war, economic, cultural and religious animosity on entry modes. Marketing Management Journal, 15 (2), 18-28
  • Kalliny, M., Minton, E. A., & Benmamoun, M. (2018). Affect as a driver to religious‐based consumer boycotts: Evidence from qualitative and quantitative research in the United States. International Journal of Consumer Studies, 42(6), 840-853.
  • Kiracı, H. & Kayabaşı, A. (2018). Tüketicilerin hissettikleri farklı düşmanlık türlerinin satın almama niyeti üzerindeki etkisi: Türk tüketicilerinin Amerika düşmanlığı üzerine bir araştırma. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 31, 203-214.
  • 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.
  • Klein, J. G., & Ettenson, R. (1999). Consumer animosity and consumer ethnocentrism: An analysis of unique antecedents. Journal of International Consumer Marketing, 11(4), 5-24.
  • Klein, J. G., Ettenson, R., & 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.
  • Korkmaz, İ., & Dal, N. E. (2019). Milliyetçilik, dindarlık ve materyalizmin yerli ve yabancı ürünlerin satın alma. İşletme Araştırmaları Dergisi, 11(3), 2094-2113
  • Leong, S. M., Cote, J. A., Ang, S. H., Tan, S. J., Jung, K., Kau, A. K., & Pornpitakpan, C. (2008). Understanding consumer animosity in an international crisis: nature, antecedents, and consequences. Journal of International Business Studies, 39(6), 996-1009.
  • Nakos, G. E., & Hajidimitriou, Y. A. (2007). The impact of national animosity on consumer purchases: The modifying factor of personal characteristics. Journal of International Consumer Marketing, 19(3), 53-72.
  • Nes, E. B., Yelkur, R., & Silkoset, R. (2012). Exploring the animosity domain and the role of affect in a cross-national context. International Business Review, 21(5), 751-765.
  • Nijssen, E. J., & 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.
  • Nijssen, E. J., Douglas, S. P., & Bressers, P. (1999, July). Attitudes towards the purchase of foreign products: extending the animosity model. In Academy of Marketing, Proceedings of the 1999 AMA Global Marketing SIG Joint Conference, Stirling, Scotland (Vol. 6).
  • Nunnally, J. C. (1978). Psychometric theory. McGraw-Hill Book Company, 86-113, 190-255.
  • Özkan Tektaş, Ö., & Heljic, S. (2016). Tüketici milliyet merkezciliği ve düşmanlığının kültürel benzerlik çerçevesinde incelenmesi: Bosna Hersek uygulaması. Afyon Kocatepe Üniversitesi Iktisadi ve Idari Bilimler Fakültesi Dergisi, 18(2), 66-79
  • Parameshwaran, M. G., & Srivastava, R. K. (2010). A conceptual paper: Should marketers consider religiosity in understanding consumer purchase behavior? SIES Journal of Management, 7(1), 46-54
  • Putrevu, S., & Lord, K. R. (1994). Comparative and noncomparative advertising: Attitudinal effects under cognitive and affective involvement conditions. Journal of Advertising, 23(2), 77-91.
  • Riefler, P., & Diamantopoulos, A. (2007). Consumer animosity: A literature review and a reconsideration of its measurement. International Marketing Review, 24 (1), 87-119.
  • Rose, M., Rose, G. M., & 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
  • Schermelleh-Engel, K., Moosbrugger, H. & Muller, H. (2003). Evaluating the fit of structural equation models: tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research, 8(2), 23-74.
  • Schmitt, Carl (2006), Siyasal kavramı, (İstanbul: Metis Yayınları).
  • Shoham, A., & Gavish, Y. (2016). Antecedents and buying behavior consequences of consumer racism, national identification, consumer animosity, and consumer ethnocentrism. Journal of International Consumer Marketing, 28(5), 296-308.
  • Shoham, A., Davidow, M., Klein, J. G., & Ruvio, A. (2006). Animosity on the home front: The Intifada in Israel and its impact on consumer behavior. Journal of International Marketing, 14(3), 92-114.
  • Souiden, N., & Jabeur, Y. (2015). The impact of Islamic beliefs on consumers’ attitudes and purchase intentions of life insurance. International Journal of Bank Marketing, 33 (4), 423-441.
  • Swimberghe, K., Sharma, D., & Flurry, L. (2009). An exploratory investigation of the consumer religious commitment and its influence on store loyalty and consumer complaint intentions. Journal of Consumer Marketing, 26, 340-347
  • Tse, D. K., Gu, F. F., & Yim, C. K. (2005). National animosity: Conceptualization, measurement characteristics, and salience in international business decisions. Working paper, School of Business, University of Hong Kong.
  • Uyar, K. (2014). Tüketici etnosentrizmi ve marka ismi değerlendirmeleri: Kayseri’de bir uygulama, Doktora Tezi. Erciyes Üniversitesi, Sosyal Bilimler Enstitüsü, Kayseri. Erişim adresi:https://tez. yok.gov.tr/UlusalTezMerkezi, (Tez No. 375816).
  • Vitell, S. J., & Paolillo, J. G. (2003). Consumer ethics: The role of religiosity. Journal of Business Ethics, 46(2), 151-162.
  • Wilkes, R. E., Burnett, J. J., & Howell, R. D. (1986). On the meaning and measurement of religiosity in consumer research. Journal of the Academy of Marketing Science, 14(1), 47-56.
  • Yüce, A., & Kavak, O. (2018). Dindarlik ve milliyetçilik düzeyinin, tüketicilerin yerli-yabanci ürünleri satin alma davranişlari üzerindeki etkisi, Kafkas Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 22, 581-607.
  • www.tdk.gov.tr, Erişim tarihi: 27.01.2020.

Dindarlık etkisiyle İsrail mallarına karşı tüketici düşmanlığı

Yıl 2020, Sayı: 49, 203 - 218, 16.12.2020

Öz

Günümüzde küreselleşme ve artan rekabet ortamı ile özellikle uluslararası pazarlarda faaliyette bulunan işletmelerin tüketiciyi çok daha iyi anlaması gerekmektedir. Tüketici düşmanlığı, tüketicilerin belirli bir ülkenin ürün ya da markalarına ilişkin geliştirdiği yoğun olumsuz duygulardır. Dindarlık ise; kişinin mensup olduğu bir dine ve dinin gerektirdiklerine inanma ve bu gereklilikleri günlük yaşamında hayata geçirme düzeyidir. Bu doğrultuda bu çalışmada, dindarlığın tüketici düşmanlığı üzerindeki etkisi incelenmiştir. Kayseri’de yaşayan ve kolayda örnekleme yöntemiyle seçilen 18 yaş ve üzeri 488 kişiden online anket yöntemi ile veri toplanmıştır. Araştırma kapsamında Klein, Ettenson ve Moris (1998) ve Ahmed, Anang, Othman, Sambasivan (2013) tarafından hazırlanan modellerin bir parçası kullanılmıştır. Literatürden alınan bu modeller uygulanarak; dindarlık, tüketici düşmanlığı, duygusal tepki ve satın alma niyeti değişkenleri arasındaki ilişkiler incelenmiştir. Verilerin analizinde yapısal eşitlik modellemesi kullanılmıştır. Analizler AMOS programı kullanılarak yapılmıştır. Elde edilen bulgulara göre; dindarlık İsrail ürünlerine karşı olan tüketici düşmanlığını etkilemektedir. Aynı zamanda, tüketici düşmanlığı İsrail ürünlerini satın alma niyetini ve bu ürünlere yönelik duygusal tepkileri de etkilemektedir. Bu çalışma, yalnızca tüketici düşmanlığı modelini zenginleştirmekle kalmamakta, aynı zamanda uluslararası pazarlama stratejileri için ek bilgiler sunmaktadır.

Kaynakça

  • Abosag, I. & Farah, M.F. (2014). The influence of religiously motivated consumer boycotts on brand image, loyalty and product judgment. European Journal of Marketing, 48(11-12), 2262-2283.
  • Ahmed, Z., Anang, R., Othman, N. & Sambasivan, M. (2013). To purchase or not to purchase US products: role of religiosity, animosity, and ethno-centrism among Malaysian consumers. Journal of Services Marketing, 27(7), 551-563.
  • Akdogan, S., Ozgener, S., Kaplan, M., & Coskun, A. (2012). The effects of consumer ethnocentrism and consumer animosity on the re-purchase intent: The moderating role of consumer loyalty. EMAJ: Emerging Markets Journal, 2(1), 1-12.
  • Al-Hyari, K., Alnsour, M., Al-Weshah, G., & Haffar, M. (2012). Religious beliefs and consumer behaviour: from loyalty to boycotts. Journal of Islamic Marketing, 3(2), 155-174.
  • Balıkçıoğlu, B., Koçak, A., & Alper, Ö. (2007). Şiddet içermeyen bir eylem olarak dolaylı tüketici boykotlarının oluşum süreci ve Türkiye için değerlendirme. Ankara Üniversitesi SBF Dergisi, 62(03), 79-100.
  • Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
  • Cicic, M., Brkic, N., Husic, M., & Agic, E. (2005). The influence of animosity, xenophilia and ethnocentric tendencies on consumers’ willingness to buy foreign products-the case of Croatia. In 34th European Marketing Conference, 24-27.
  • Coyle, J. R., & Thorson, E. (2001). The effects of progressive levels of interactivity and vividness in web marketing sites. Journal of Advertising, 30(3), 65-77.
  • Cui, A. P., Wajda, T. A., & Hu, M. Y. (2012). Consumer animosity and product choice: might price make a difference? Journal of Consumer Marketing, 29(7), 494–506.
  • Eren, S.S. (2013). Young consumers’ attitudes toward american products. Procedia - Social and Behavioral Sciences, 99 (1), 489 – 495.
  • Ettenson, R., & Klein, J. G. (2005). The fallout from French nuclear testing in the South Pacific. International Marketing Review, 22(2), 199–224.
  • Gürbüz, S. & Şahin, F. (2018). Sosyal bilimlerde araştırma yöntemleri felsefe-yöntem-analiz. 5. Baskı. Seçkin Yayıncılık.
  • Hacıoğlu G., Eren, S.S., Kurt, G., & Çelikkan, H. (2013). Tüketicilerin Düşmanlık Hissi ve Etnik Merkezciliği ile Satın Alma Niyeti Arasındaki İlişkiler: Türk Tüketicilerin Fransız Malı Ürünlere Yönelik Tutumlarına Dair Bir Araştırma. 18. Ulusal Pazarlama Kongresi, Kars, 19-22 Haziran 2013, 576-586.
  • Heinberg, M. (2017). Outbreaks of animosity against the West in China: Effects on local brand consumption. International Marketing Review, 34(4), 514-535
  • Hoffmann, S., Mai, R., & Smirnova, M. (2011). Development and validation of a cross-nationally stable scale of consumer animosity. Journal of Marketing Theory and Practice, 19(2), 235-252.
  • Huang, Y. A., Phau, I., & Lin, C. (2010). Consumer animosity, economic hardship, and normative influence. European Journal of Marketing, 44(7–8), 909–937
  • Karagöz, Y. (2017). SPSS ve AMOS uygulamalı nitel-nicel-karma bilimsel araştırma yöntemleri ve yayın etiği (1. Baskı). Nobel Akademik Yayıncılık.
  • Kalliny, M., & LeMaster, J. (2005). Before you go, you should know: The impact of war, economic, cultural and religious animosity on entry modes. Marketing Management Journal, 15 (2), 18-28
  • Kalliny, M., Minton, E. A., & Benmamoun, M. (2018). Affect as a driver to religious‐based consumer boycotts: Evidence from qualitative and quantitative research in the United States. International Journal of Consumer Studies, 42(6), 840-853.
  • Kiracı, H. & Kayabaşı, A. (2018). Tüketicilerin hissettikleri farklı düşmanlık türlerinin satın almama niyeti üzerindeki etkisi: Türk tüketicilerinin Amerika düşmanlığı üzerine bir araştırma. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 31, 203-214.
  • 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.
  • Klein, J. G., & Ettenson, R. (1999). Consumer animosity and consumer ethnocentrism: An analysis of unique antecedents. Journal of International Consumer Marketing, 11(4), 5-24.
  • Klein, J. G., Ettenson, R., & 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.
  • Korkmaz, İ., & Dal, N. E. (2019). Milliyetçilik, dindarlık ve materyalizmin yerli ve yabancı ürünlerin satın alma. İşletme Araştırmaları Dergisi, 11(3), 2094-2113
  • Leong, S. M., Cote, J. A., Ang, S. H., Tan, S. J., Jung, K., Kau, A. K., & Pornpitakpan, C. (2008). Understanding consumer animosity in an international crisis: nature, antecedents, and consequences. Journal of International Business Studies, 39(6), 996-1009.
  • Nakos, G. E., & Hajidimitriou, Y. A. (2007). The impact of national animosity on consumer purchases: The modifying factor of personal characteristics. Journal of International Consumer Marketing, 19(3), 53-72.
  • Nes, E. B., Yelkur, R., & Silkoset, R. (2012). Exploring the animosity domain and the role of affect in a cross-national context. International Business Review, 21(5), 751-765.
  • Nijssen, E. J., & 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.
  • Nijssen, E. J., Douglas, S. P., & Bressers, P. (1999, July). Attitudes towards the purchase of foreign products: extending the animosity model. In Academy of Marketing, Proceedings of the 1999 AMA Global Marketing SIG Joint Conference, Stirling, Scotland (Vol. 6).
  • Nunnally, J. C. (1978). Psychometric theory. McGraw-Hill Book Company, 86-113, 190-255.
  • Özkan Tektaş, Ö., & Heljic, S. (2016). Tüketici milliyet merkezciliği ve düşmanlığının kültürel benzerlik çerçevesinde incelenmesi: Bosna Hersek uygulaması. Afyon Kocatepe Üniversitesi Iktisadi ve Idari Bilimler Fakültesi Dergisi, 18(2), 66-79
  • Parameshwaran, M. G., & Srivastava, R. K. (2010). A conceptual paper: Should marketers consider religiosity in understanding consumer purchase behavior? SIES Journal of Management, 7(1), 46-54
  • Putrevu, S., & Lord, K. R. (1994). Comparative and noncomparative advertising: Attitudinal effects under cognitive and affective involvement conditions. Journal of Advertising, 23(2), 77-91.
  • Riefler, P., & Diamantopoulos, A. (2007). Consumer animosity: A literature review and a reconsideration of its measurement. International Marketing Review, 24 (1), 87-119.
  • Rose, M., Rose, G. M., & 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
  • Schermelleh-Engel, K., Moosbrugger, H. & Muller, H. (2003). Evaluating the fit of structural equation models: tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research, 8(2), 23-74.
  • Schmitt, Carl (2006), Siyasal kavramı, (İstanbul: Metis Yayınları).
  • Shoham, A., & Gavish, Y. (2016). Antecedents and buying behavior consequences of consumer racism, national identification, consumer animosity, and consumer ethnocentrism. Journal of International Consumer Marketing, 28(5), 296-308.
  • Shoham, A., Davidow, M., Klein, J. G., & Ruvio, A. (2006). Animosity on the home front: The Intifada in Israel and its impact on consumer behavior. Journal of International Marketing, 14(3), 92-114.
  • Souiden, N., & Jabeur, Y. (2015). The impact of Islamic beliefs on consumers’ attitudes and purchase intentions of life insurance. International Journal of Bank Marketing, 33 (4), 423-441.
  • Swimberghe, K., Sharma, D., & Flurry, L. (2009). An exploratory investigation of the consumer religious commitment and its influence on store loyalty and consumer complaint intentions. Journal of Consumer Marketing, 26, 340-347
  • Tse, D. K., Gu, F. F., & Yim, C. K. (2005). National animosity: Conceptualization, measurement characteristics, and salience in international business decisions. Working paper, School of Business, University of Hong Kong.
  • Uyar, K. (2014). Tüketici etnosentrizmi ve marka ismi değerlendirmeleri: Kayseri’de bir uygulama, Doktora Tezi. Erciyes Üniversitesi, Sosyal Bilimler Enstitüsü, Kayseri. Erişim adresi:https://tez. yok.gov.tr/UlusalTezMerkezi, (Tez No. 375816).
  • Vitell, S. J., & Paolillo, J. G. (2003). Consumer ethics: The role of religiosity. Journal of Business Ethics, 46(2), 151-162.
  • Wilkes, R. E., Burnett, J. J., & Howell, R. D. (1986). On the meaning and measurement of religiosity in consumer research. Journal of the Academy of Marketing Science, 14(1), 47-56.
  • Yüce, A., & Kavak, O. (2018). Dindarlik ve milliyetçilik düzeyinin, tüketicilerin yerli-yabanci ürünleri satin alma davranişlari üzerindeki etkisi, Kafkas Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 22, 581-607.
  • www.tdk.gov.tr, Erişim tarihi: 27.01.2020.
Toplam 47 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Makaleler / Articles
Yazarlar

Kumru Uyar 0000-0002-2604-5317

Leyla Leblebici Koçer 0000-0003-4238-5749

Sinem Sargın 0000-0002-7504-154X

Yayımlanma Tarihi 16 Aralık 2020
Gönderilme Tarihi 26 Ekim 2020
Kabul Tarihi 2 Aralık 2020
Yayımlandığı Sayı Yıl 2020 Sayı: 49

Kaynak Göster

APA Uyar, K., Leblebici Koçer, L., & Sargın, S. (2020). Dindarlık etkisiyle İsrail mallarına karşı tüketici düşmanlığı. Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(49), 203-218.

ERCİYES AKADEMİ | 2021 | sbedergi@erciyes.edu.tr Bu eser Creative Commons Atıf-Gayri Ticari-Türetilemez 4.0 Uluslararası Lisansı ile lisanslanmıştır.