Araştırma Makalesi
BibTex RIS Kaynak Göster
Yıl 2018, Cilt: 47 Sayı: 1, 88 - 100, 28.12.2018

Öz

Kaynakça

  • Aaker, J. L. & Schmitt, B. H., (1998). The Influence of Culture on the Self-Expressive Use of Brands. %1 içindeAdvances in Consumer Research. Provo, Utah: Association for Consumer Research, p. 12.
  • Azar, G. & Drogendijk, R., (2016). Cultural distance, innovation and export performance: An examination of perceived and objective cultural distance. European Business Review, 28(2), pp. 176-207.
  • Bagwell, L. & Bernheim, B. D., (1996). Veblen effects in a theory of conspicuous consumption. The American Economic Review, 86(3), pp. 349-373.
  • Bagwell, L. S. & Bernheim, D. B., (1996). Veblen effects in a theory of conspicuous consumption. American Economic Review, 86(3), pp. 349-373.
  • Baker, T. L., Meyer, T. & Chebat, J.-C., (2013). Cultural impacts on felt and expressed emotions and third party complaint relationships. Journal of Business Research, 66, pp. 816-822.
  • Bakewell, C. & Mitchell, V.-W., (2003). Generation y female consumer decision-making styles. International Journal of Retail and Distribution Management, 31(2), pp. 95-106.
  • Bardakçı, A. & Akıncı, M. (2014). Türkiye’de ürün markalamada yabanci dil kullanimi: sebepler ve sonuçlar. Tüketici ve Tüketim Araştırmaları Dergisi, 6(1), pp. 1-26.
  • Blocker, C. P. & Flint, D. J. (2007). Exploring the dynamics of customer value in cross-cultural business relationships. Journal of Business and Industrial Marketing, 22(4), pp. 249-259.
  • Brake, T., Walker, D. M. & Walker, T. (1995). Doing Business Internationally: The Guide to Cross-Cultural Success. New York: Irwin Publishing.
  • Braun, O. L. & Wicklund, R. A. (1989). Psychological antecedents of conspicuous consumption. Journal of Economic Pscyhology, 10(2), pp. 161-187.
  • Chang, J. & Nelson, M. R. (2016). The effects of vertical individualism on status consumer orientations and behaviors. Psychology and Marketing, 33(5), pp. 318-330.
  • Chaudhuri, H. R. & Majumdar, S. (2006). Of diamonds and desires: understanding conspicuous consumption from a contemporary marketing perspective. Academy of Marketing Science Review, 11, pp. 1-18.
  • Chaudhuri, H. R., Mazumdar, S. & Ghoshal, A. (2011). Conspicuous consumption orientation: conceptualisation, scale development and validation. Journal of Consumer Behaivour, 10, pp. 216-224.
  • Corneo, G. & Jeanne, O. (1997). Conspicious consumption, snobbism and conformism. Journal of Public Economics, 66, pp. 55-71.
  • Douglas, S. P. & Wind, Y. (1987). The Myth of Globalization. Columbia Journal of World Business, Winter.pp. 19-29.
  • Eastman, J. K., GoldSmith, R. E. & Flynn, L. R. (1999). Status consumption in consumer behavior: Scale development and validation. Journal of Marketing Theory and Practice, 7(3), pp. 41-52.
  • Giovannini, S., Xu, Y. & Thomas, J. (2015). Luxury consumption and generation y consumers: Self, brand consciousness and consumption motivations. Journal of Fashion Marketing and Management, 19(1), pp. 22-40.
  • Goldsmith, R. E. & Clark, R. A. (2012). Materialism, status consumption, and consumer independence. Journal of Social Psychology, 152(1), pp. 43-60.
  • Han, y. J., Nunes, J. C. & Xavier, D., (2010). Signaling status with luxury goods: The role of brand prominence. Journal of Marketing, 74, pp. 15-30.
  • Hofstede, G. (1980). Culture’s consequences: International differences in work-related values. Beverly Hills: Sage Publications.
  • Hofstede, G. (2011). Dimensionalizing cultures: The hofstede model in context. Online Readings in Psychology and Culture, 2(1), pp. 2-25.
  • Lachance, M. J., Beaudoin, P. & Robitaille, J. (2003). Adolescents’ brand sensitivity in apparel: Influence of three socialization agents. International Journal of Consumer Studies, 27(1), pp. 47-57.
  • Lehmann, D. R. & Winer, R. S. (1997). Product Management. Sydney: Irwin. Levitt, T. (1984). The Globalization of Markets. McKİnsey Quarterly, Summer.pp. 2-20.
  • Liao, J. & Wang, L (2009). Face as a mediator of the relationship between material value and brand consciousness. Psychology and Marketing, 26(11), pp. 987-1001.
  • Mann, B. J. S. & Sahni, S. K. (2014). Exploring the drivers of status consumption for the wedding occasion. International Journal of Market Research, 57(2), pp. 179-202.
  • Manrai, L. A., Lascu, D.-L., Manrai, A. K. & Babb, H. W. (2001). A cross‐cultural comparison of style in eastern european emerging markets. International Marketing Review, 18(3), pp. 270-285.
  • McCracken, G. (1986). Culture and consumption: A theoretical account of the structure and movement of the cultural meaning of consumer goods. Journal of Consumer Research, 13, pp. 71-84.
  • Nan, X. & Heo, K (2007). Consumer responses to corporate social responsibility (CSR) initiatives: examining the role of brand-cause fit in cause-related marketing. Journal of Advertising, 362, pp. 63-74.
  • Nelson, M. R. & McLeod, L. E. (2005). Adolescent brand consciousness and product placements: Awareness, liking and perceived effects on self and others. International Journal of Consumer Studies, 29(6), pp. 515-528.
  • Neteyemer, R., Durvasula, S. & Lichtenstein, D. R. (1991). A cross-national assessment of the reliability and validty of the CETSCALE. Journal of Marketing Research, 28(3), pp. 320-327.
  • Prasongsukarn, K. (2009). Validating the cultural value scale (CVSCALE): A Case Study of Thailand. ABAC Journal, 29(2), pp. 1-13.
  • Richter, N. F. et al., 2016. Using cultural archetypes in cross-cultural management studies. Journal of International Management, 22, pp. 63-83.
  • Samaha, S. A., Beck, J. T. & Palmatier, R. W. (2014). The role of culture in international relationship marketing. Journal of Marketing, 78(5), pp. 78-98.
  • Shaw, D. S. & Clarke, I. (1998). Culture, consumption and choice: Towards a conceptual relationship. Journal of Consumer Studies and Home Economics, 22(3), pp. 163-168.
  • Shimp, T. A. & Sharma, S. (1987). Consumer ethnocentricism: Construction and validation of the CETSCALE. Journal of Marketing Research, 24(3), pp. 280-289. Shukla, P. (2008). Conspicuous consumption among middle age consumers: Psyhcological and brand antecedents. Journal of Product and Brand Management, 17(1), pp. 25-36.
  • Singh, S., 2006. Cultural differences in, and influences on, consumers’ propensity to adopt innovations. International Marketing Review, 23(2), pp. 173-191.
  • Soares, A. M. (2005). The Influence of Culture on Consumers: Exploratory and Risk Taking Behavior. Unpublished Doctoral Dissertation: Escola de Economia a Gestao: University of Minho.
  • Sproles, G. B. & Kendall, E. L. (1986). A methodology for profiling consumers’ decision-making styles. Journal of Consumer Affairs, 20(2), pp. 267-279. Straub, D. et al. (2002). Toward a theory-based management of culture. Journal of Global Information Management, 10(1), pp. 13-23.
  • Veblen, T. (1899). The Theory of the Leisure Class. s.l.:Oxford University Press. Vigenron, F. & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review, 1, pp. 1-15.
  • Walsh, G. et al. (2016). Developing and validating a scale of consumer brand embarrassment tendencies. Journal of Business Research, 69(3), pp. 1138-1147.
  • Wong, N. Y. & Ahuvia, A. C. (1998). Personal taste and family face: Luxury consumption in confucian and western societies. Psyhcology and Marketing, 15(5), pp. 423-441.
  • Yim, M. Y.-C. et al (2014). Drivers of attitudes towards luxury brands. International Marketing Review, 31(4), pp. 363-389.
  • Yoo, B., Donthu, N. & Lenartowicz, T. (2011). Measuring hofstede’s five dimensions of cultural values and the individual level: Development and validation of CVSCALE. Journal of International Consumer Marketing, 23(3-4), pp. 193-210.
  • Zinkhan, G. M. & Prenshaw, P. J. (1994). Good life images and brand name associations: Evidence from Asia, America, and Europe. Advances in Consumer Research, 2, pp. 496-500.

Keeping up with the Joneses – the Effect of Individual Cultural Values on Conspicuous Consumption

Yıl 2018, Cilt: 47 Sayı: 1, 88 - 100, 28.12.2018

Öz

This paper aims to investigate the relationship between individual cultural values and brand consciousness, and the effect of this relationship on conspicuous consumption. Individual cultural values scale developed by Yoo et al. (2011), based on five dimensions of national culture propounded by Hofstede, were used to develop hypotheses pertaining to their effects on brand consciousness and the effect of brand consciousness on conspicuous consumption. Results of the study provide support for some of the hypothesised effects which suggest that indeed, certain dimensions of culture are key factors in determining whether or not consumers use brands as status symbols and for showing off. The finding that conspicuous consumption is used as a tool for expressing our power distance and masculinity values reveals the symbolic value of consumption. These results offer possibilities for using cultural values on an individual level and analysing their effect on consumption attitudes of consumers.

Kaynakça

  • Aaker, J. L. & Schmitt, B. H., (1998). The Influence of Culture on the Self-Expressive Use of Brands. %1 içindeAdvances in Consumer Research. Provo, Utah: Association for Consumer Research, p. 12.
  • Azar, G. & Drogendijk, R., (2016). Cultural distance, innovation and export performance: An examination of perceived and objective cultural distance. European Business Review, 28(2), pp. 176-207.
  • Bagwell, L. & Bernheim, B. D., (1996). Veblen effects in a theory of conspicuous consumption. The American Economic Review, 86(3), pp. 349-373.
  • Bagwell, L. S. & Bernheim, D. B., (1996). Veblen effects in a theory of conspicuous consumption. American Economic Review, 86(3), pp. 349-373.
  • Baker, T. L., Meyer, T. & Chebat, J.-C., (2013). Cultural impacts on felt and expressed emotions and third party complaint relationships. Journal of Business Research, 66, pp. 816-822.
  • Bakewell, C. & Mitchell, V.-W., (2003). Generation y female consumer decision-making styles. International Journal of Retail and Distribution Management, 31(2), pp. 95-106.
  • Bardakçı, A. & Akıncı, M. (2014). Türkiye’de ürün markalamada yabanci dil kullanimi: sebepler ve sonuçlar. Tüketici ve Tüketim Araştırmaları Dergisi, 6(1), pp. 1-26.
  • Blocker, C. P. & Flint, D. J. (2007). Exploring the dynamics of customer value in cross-cultural business relationships. Journal of Business and Industrial Marketing, 22(4), pp. 249-259.
  • Brake, T., Walker, D. M. & Walker, T. (1995). Doing Business Internationally: The Guide to Cross-Cultural Success. New York: Irwin Publishing.
  • Braun, O. L. & Wicklund, R. A. (1989). Psychological antecedents of conspicuous consumption. Journal of Economic Pscyhology, 10(2), pp. 161-187.
  • Chang, J. & Nelson, M. R. (2016). The effects of vertical individualism on status consumer orientations and behaviors. Psychology and Marketing, 33(5), pp. 318-330.
  • Chaudhuri, H. R. & Majumdar, S. (2006). Of diamonds and desires: understanding conspicuous consumption from a contemporary marketing perspective. Academy of Marketing Science Review, 11, pp. 1-18.
  • Chaudhuri, H. R., Mazumdar, S. & Ghoshal, A. (2011). Conspicuous consumption orientation: conceptualisation, scale development and validation. Journal of Consumer Behaivour, 10, pp. 216-224.
  • Corneo, G. & Jeanne, O. (1997). Conspicious consumption, snobbism and conformism. Journal of Public Economics, 66, pp. 55-71.
  • Douglas, S. P. & Wind, Y. (1987). The Myth of Globalization. Columbia Journal of World Business, Winter.pp. 19-29.
  • Eastman, J. K., GoldSmith, R. E. & Flynn, L. R. (1999). Status consumption in consumer behavior: Scale development and validation. Journal of Marketing Theory and Practice, 7(3), pp. 41-52.
  • Giovannini, S., Xu, Y. & Thomas, J. (2015). Luxury consumption and generation y consumers: Self, brand consciousness and consumption motivations. Journal of Fashion Marketing and Management, 19(1), pp. 22-40.
  • Goldsmith, R. E. & Clark, R. A. (2012). Materialism, status consumption, and consumer independence. Journal of Social Psychology, 152(1), pp. 43-60.
  • Han, y. J., Nunes, J. C. & Xavier, D., (2010). Signaling status with luxury goods: The role of brand prominence. Journal of Marketing, 74, pp. 15-30.
  • Hofstede, G. (1980). Culture’s consequences: International differences in work-related values. Beverly Hills: Sage Publications.
  • Hofstede, G. (2011). Dimensionalizing cultures: The hofstede model in context. Online Readings in Psychology and Culture, 2(1), pp. 2-25.
  • Lachance, M. J., Beaudoin, P. & Robitaille, J. (2003). Adolescents’ brand sensitivity in apparel: Influence of three socialization agents. International Journal of Consumer Studies, 27(1), pp. 47-57.
  • Lehmann, D. R. & Winer, R. S. (1997). Product Management. Sydney: Irwin. Levitt, T. (1984). The Globalization of Markets. McKİnsey Quarterly, Summer.pp. 2-20.
  • Liao, J. & Wang, L (2009). Face as a mediator of the relationship between material value and brand consciousness. Psychology and Marketing, 26(11), pp. 987-1001.
  • Mann, B. J. S. & Sahni, S. K. (2014). Exploring the drivers of status consumption for the wedding occasion. International Journal of Market Research, 57(2), pp. 179-202.
  • Manrai, L. A., Lascu, D.-L., Manrai, A. K. & Babb, H. W. (2001). A cross‐cultural comparison of style in eastern european emerging markets. International Marketing Review, 18(3), pp. 270-285.
  • McCracken, G. (1986). Culture and consumption: A theoretical account of the structure and movement of the cultural meaning of consumer goods. Journal of Consumer Research, 13, pp. 71-84.
  • Nan, X. & Heo, K (2007). Consumer responses to corporate social responsibility (CSR) initiatives: examining the role of brand-cause fit in cause-related marketing. Journal of Advertising, 362, pp. 63-74.
  • Nelson, M. R. & McLeod, L. E. (2005). Adolescent brand consciousness and product placements: Awareness, liking and perceived effects on self and others. International Journal of Consumer Studies, 29(6), pp. 515-528.
  • Neteyemer, R., Durvasula, S. & Lichtenstein, D. R. (1991). A cross-national assessment of the reliability and validty of the CETSCALE. Journal of Marketing Research, 28(3), pp. 320-327.
  • Prasongsukarn, K. (2009). Validating the cultural value scale (CVSCALE): A Case Study of Thailand. ABAC Journal, 29(2), pp. 1-13.
  • Richter, N. F. et al., 2016. Using cultural archetypes in cross-cultural management studies. Journal of International Management, 22, pp. 63-83.
  • Samaha, S. A., Beck, J. T. & Palmatier, R. W. (2014). The role of culture in international relationship marketing. Journal of Marketing, 78(5), pp. 78-98.
  • Shaw, D. S. & Clarke, I. (1998). Culture, consumption and choice: Towards a conceptual relationship. Journal of Consumer Studies and Home Economics, 22(3), pp. 163-168.
  • Shimp, T. A. & Sharma, S. (1987). Consumer ethnocentricism: Construction and validation of the CETSCALE. Journal of Marketing Research, 24(3), pp. 280-289. Shukla, P. (2008). Conspicuous consumption among middle age consumers: Psyhcological and brand antecedents. Journal of Product and Brand Management, 17(1), pp. 25-36.
  • Singh, S., 2006. Cultural differences in, and influences on, consumers’ propensity to adopt innovations. International Marketing Review, 23(2), pp. 173-191.
  • Soares, A. M. (2005). The Influence of Culture on Consumers: Exploratory and Risk Taking Behavior. Unpublished Doctoral Dissertation: Escola de Economia a Gestao: University of Minho.
  • Sproles, G. B. & Kendall, E. L. (1986). A methodology for profiling consumers’ decision-making styles. Journal of Consumer Affairs, 20(2), pp. 267-279. Straub, D. et al. (2002). Toward a theory-based management of culture. Journal of Global Information Management, 10(1), pp. 13-23.
  • Veblen, T. (1899). The Theory of the Leisure Class. s.l.:Oxford University Press. Vigenron, F. & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review, 1, pp. 1-15.
  • Walsh, G. et al. (2016). Developing and validating a scale of consumer brand embarrassment tendencies. Journal of Business Research, 69(3), pp. 1138-1147.
  • Wong, N. Y. & Ahuvia, A. C. (1998). Personal taste and family face: Luxury consumption in confucian and western societies. Psyhcology and Marketing, 15(5), pp. 423-441.
  • Yim, M. Y.-C. et al (2014). Drivers of attitudes towards luxury brands. International Marketing Review, 31(4), pp. 363-389.
  • Yoo, B., Donthu, N. & Lenartowicz, T. (2011). Measuring hofstede’s five dimensions of cultural values and the individual level: Development and validation of CVSCALE. Journal of International Consumer Marketing, 23(3-4), pp. 193-210.
  • Zinkhan, G. M. & Prenshaw, P. J. (1994). Good life images and brand name associations: Evidence from Asia, America, and Europe. Advances in Consumer Research, 2, pp. 496-500.
Toplam 44 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
Yazarlar

Aslıhan Kıymalıoğlu Bu kişi benim

Eyüp Yaraş

Duygu Aydın Ünal

Yayımlanma Tarihi 28 Aralık 2018
Yayımlandığı Sayı Yıl 2018 Cilt: 47 Sayı: 1

Kaynak Göster

APA Kıymalıoğlu, A., Yaraş, E., & Aydın Ünal, D. (2018). Keeping up with the Joneses – the Effect of Individual Cultural Values on Conspicuous Consumption. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 47(1), 88-100.
AMA Kıymalıoğlu A, Yaraş E, Aydın Ünal D. Keeping up with the Joneses – the Effect of Individual Cultural Values on Conspicuous Consumption. İstanbul Üniversitesi İşletme Fakültesi Dergisi. Aralık 2018;47(1):88-100.
Chicago Kıymalıoğlu, Aslıhan, Eyüp Yaraş, ve Duygu Aydın Ünal. “Keeping up With the Joneses – the Effect of Individual Cultural Values on Conspicuous Consumption”. İstanbul Üniversitesi İşletme Fakültesi Dergisi 47, sy. 1 (Aralık 2018): 88-100.
EndNote Kıymalıoğlu A, Yaraş E, Aydın Ünal D (01 Aralık 2018) Keeping up with the Joneses – the Effect of Individual Cultural Values on Conspicuous Consumption. İstanbul Üniversitesi İşletme Fakültesi Dergisi 47 1 88–100.
IEEE A. Kıymalıoğlu, E. Yaraş, ve D. Aydın Ünal, “Keeping up with the Joneses – the Effect of Individual Cultural Values on Conspicuous Consumption”, İstanbul Üniversitesi İşletme Fakültesi Dergisi, c. 47, sy. 1, ss. 88–100, 2018.
ISNAD Kıymalıoğlu, Aslıhan vd. “Keeping up With the Joneses – the Effect of Individual Cultural Values on Conspicuous Consumption”. İstanbul Üniversitesi İşletme Fakültesi Dergisi 47/1 (Aralık 2018), 88-100.
JAMA Kıymalıoğlu A, Yaraş E, Aydın Ünal D. Keeping up with the Joneses – the Effect of Individual Cultural Values on Conspicuous Consumption. İstanbul Üniversitesi İşletme Fakültesi Dergisi. 2018;47:88–100.
MLA Kıymalıoğlu, Aslıhan vd. “Keeping up With the Joneses – the Effect of Individual Cultural Values on Conspicuous Consumption”. İstanbul Üniversitesi İşletme Fakültesi Dergisi, c. 47, sy. 1, 2018, ss. 88-100.
Vancouver Kıymalıoğlu A, Yaraş E, Aydın Ünal D. Keeping up with the Joneses – the Effect of Individual Cultural Values on Conspicuous Consumption. İstanbul Üniversitesi İşletme Fakültesi Dergisi. 2018;47(1):88-100.