maküubd Mehmet Akif Ersoy Üniversitesi Uygulamalı Bilimler Dergisi 2602-425X Burdur Mehmet Akif Ersoy Üniversitesi 10.31200/makuubd.1851038 Integrated Marketing Communication Pricing Product and Brand Management Bütünleşik Pazarlama İletişimi Fiyatlandırma Ürün ve Marka Yönetimi Kitlesel Lüks Algısı Ölçeği Kültürel Adaptasyonu Geçerlik ve Güvenirlik Analizi Cultural Adaptation, Validity and Reliability Analysis of the Masstige Perception Scale https://orcid.org/0000-0002-5471-5381 Işık Fikret Alanya Alaaddin Keykubat Üniversitesi 03 30 2026 10 1 89 113 12 29 2025 03 28 2026 Copyright © 2017, Mehmet Akif Ersoy Üniversitesi Uygulamalı Bilimler Dergisi 2017 Mehmet Akif Ersoy Üniversitesi Uygulamalı Bilimler Dergisi

Bu çalışmada, Ishaq vd. (2023) tarafından geliştirilen Kitlesel Lüks Algısı Ölçeği'nin (MasCal)Türkçeye uyarlanması ve psikometrik özelliklerinin Türk kültüründe test edilmesiamaçlanmıştır. Araştırma üç aşamalı bir metodolojik süreçle yürütülmüştür: Pilot uygulama(n=43), Açıklayıcı Faktör Analizi (AFA, n=270) ve Doğrulayıcı Faktör Analizi (DFA, n=306).Toplam 619 katılımcıdan kolayda örnekleme yöntemiyle çevrimiçi anket formu aracılığıylaveri toplanmıştır. AFA sonuçları, ölçeğin orijinal beş faktörlü yapısını büyük ölçüdekoruduğunu göstermiştir. Orijinal 23 maddeden 2'si düşük faktör yükleri nedeniyle çıkarılmışve 21 maddelik Türkçe form elde edilmiştir. Beş faktörlü yapı toplam varyansın %61,807'siniaçıklamaktadır. Faktörler; Benlik Uyumu (6 madde, α=.918), Marka Bilgisi (6 madde, α=.866),Yüksek Fiyat Ödeme İstekliliği (3 madde, α=.843), Marka Sadakati (3 madde, α=.766) vePrestij (3 madde, α=.842) olarak adlandırılmıştır. Bulgular, Kitlesel Lüks Algısı Ölçeği'ninTürkçe formunun Türk kültüründe geçerli ve güvenilir bir ölçüm aracı olduğunu ortayakoymuştur.

This study aimed to adapt the Masstige Perception Scale (MasCal), developed by Ishaq et al.(2023), into Turkish and to test its psychometric properties in Turkish culture. The research wasconducted through a three-stage methodological process: Pilot application (n=43), ExploratoryFactor Analysis (EFA, n=270), and Confirmatory Factor Analysis (CFA, n=306). Data werecollected from a total of 619 participants through an online questionnaire using conveniencesampling. EFA results showed that the scale largely preserved its original five-factor structure.Two of the original 23 items were removed due to low factor loadings, resulting in a 21-itemTurkish form. The five-factor structure explained 61.807% of the total variance. The factorswere named Self-Congruity (6 items, α=.918), Brand Knowledge (6 items, α=.866), PremiumPrice Willingness (3 items, α=.843), Brand Loyalty (3 items, α=.766), and Prestige (3 items,α=.842). The findings revealed that the Turkish form of the Masstige Perception Scale is a validand reliable measurement instrument in Turkish culture.

 Masstige kitlesel lüks kitlesel lüks algısı ölçek uyarlama tüketici davranışı. Masstige mass prestige masstige perception scale adaptation consumer behavior. Herhangi bir kurumdan destek alınmamıştır. Aydın Ünal, Ö. (2023). Kitle lüks pazarlaması (masstige): Kavramsal bir çerçeve. Uluslararası İktisadi ve İdari İncelemeler Dergisi, (40), 66–82. doi:10.18092/ulikidince.1272502 Bearden, W. O., & Netemeyer, R. G. (1999). Handbook of marketing scales: Multi-item measures for marketing and consumer behavior research. Thousand Oaks, CA: Sage Publications. Beaton, D. E., Bombardier, C., Guillemin, F., & Ferraz, M. B. (2000). Guidelines for the process of cross-cultural adaptation of self-report measures. Spine, 25(24), 3186–3191. doi:10.1097/00007632-200012150-00014 Becker, K., Lee, J. W., & Nobre, H. M. (2018). The concept of luxury brands and the relationship between consumer and luxury brands. The Journal of Asian Finance, Economics and Business, 5(3), 51–63. Boisvert, J., Khan, Z., & Hemetsberger, A. (2023). Masstige: A review and research agenda. Journal of Business Research, 157, 113595. doi:10.1016/j.jbusres.2022.113595 Brislin, R. W. (1980). Translation and content analysis of oral and written materials. In H. C. Triandis & J. W. Berry (Eds.), Handbook of cross-cultural psychology: Vol. 2. Methodology (pp. 389–444). Boston, MA: Allyn & Bacon. Browne, M. W., & Cudeck, R. (1992). Alternative ways of assessing model fit. Sociological Methods & Research, 21(2), 230–258. doi:10.1177/0049124192021002005 Can, A. (2017). SPSS ile bilimsel araştırma sürecinde nicel veri analizi (5. Baskı). Ankara: Pegem Akademi. Chaurasia, S., Verma, S., Kumar, A., & Paul, J. (2024). A bibliometric review of masstige marketing: Evolution, trends and future research directions. Journal of Business Research, 171, 114393. doi:10.1016/j.jbusres.2023.114393 Churchill, G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64–73. doi:10.1177/002224377901600110 Comrey, A. L., & Lee, H. B. (1992). A first course in factor analysis. Hillsdale, NJ: Lawrence Erlbaum Associates. Coşkun, R., Altunışık, R., & Yıldırım, E. (2019). Sosyal bilimlerde araştırma yöntemleri: SPSS uygulamalı. Sakarya: Sakarya Yayıncılık. Dinc, S. (2025). A systematic literature review of masstige marketing: Conceptualization, measures, and future research agenda. Journal of Global Marketing. doi:10.1080/08911762.2024.2449046 Field, A. (2018). Discovering statistics using IBM SPSS statistics (5th ed.). London: SAGE. Fiori Carones, G. (2025). Smith and Kant: An enquiry into the ambivalences of luxury. Itinera, (30). doi:10.54103/2039-9251/30250 Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. doi:10.1177/002224378101800104 Genç, Z. H., Bozgeyikli, Ç., & Kaymakçıoğlu, B. N. (2025). Kitlesel lüks (masstige) pazarlama: Sistematik bir literatür taraması. Işık Üniversitesi Sosyal Bilimler Dergisi, 6(1), 1–29. Gökdemir, F., & Yılmaz, T. (2023). Likert tipi ölçekleri kullanma, modifiye etme, uyarlama ve geliştirme süreçleri. Journal of Nursology, 26(2), 148–160. doi:10.5152/JANHS.2023.22260 Hambleton, R. K., & Patsula, L. (1998). Adapting tests for use in multiple languages and cultures. Social Indicators Research, 45(1), 153–171. doi:10.1023/A:1006941729637 Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis. Andover: Cengage Learning. Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance- based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. doi:10.1007/s11747-014-0403-8 Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis. Structural Equation Modeling, 6(1), 1–55. doi:10.1080/10705519909540118 Husain, R., Ahmad, A., & Khan, B. M. (2022). The role of status consumption and brand equity. Global Business and Organizational Excellence, 41(4), 48–67. Ishaq, M. I., Raza, A., Bartikowski, B., & Sarwar, N. (2023). Development and validation of the masstige perception scale (MasCal). Journal of Retailing and Consumer Services, 74, 103403. doi:10.1016/j.jretconser.2023.103403 Japutra, A., Loureiro, S. M. C., Molinillo, S., & Ekinci, Y. (2019). Travellers' mindfulness. Tourism Management Perspectives, 30, 23–34. doi:10.1016/j.tmp.2019.01.003 Kapferer, J. N., & Bastien, V. (2017). The specificity of luxury management. In J. N. Kapferer et al. (Eds.), Advances in luxury brand management. Cham: Palgrave Macmillan. doi:10.1007/978-3-319-51127-6_5 Kastanakis, M. N., & Balabanis, G. (2012). Between the mass and the class. Journal of Business Research, 65(10), 1399–1407. doi:10.1016/j.jbusres.2011.10.005 Keller, K. L. (1993). Customer-based brand equity. Journal of Marketing, 57(1), 1–22. doi:10.1177/002224299305700101 Kharas, H., Hamel, K., & Caballero-Reina, J. (2023). How the world consumer class will grow. Brookings Institution. Kline, R. B. (2016). Principles and practice of structural equation modeling. New York, NY: Guilford Press. Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S., & Lee, D. J. (2006). Self-image congruence. Journal of Business Research, 59(9), 955–964. doi:10.1016/j.jbusres.2006.06.001 Kumar, A., & Paul, J. (2018). Mass prestige value. International Business Review, 27(5), 969–981. doi:10.1016/j.ibusrev.2018.03.003 Küçük, E. (2021). Kitlesel lüks. In S. A. Tüfekci et al. (Eds.), İletişim, kültür ve sanat alanında teori ve araştırmalar(ss. 73–92). Ankara: Gece Kitaplığı. Marsh, H. W., Hau, K. T., & Wen, Z. (2004). In search of golden rules. Structural Equation Modeling, 11(3), 320– 341. doi:10.1207/s15328007sem1103_2 Nair, M., & Nair, J. (2025). Luxury purchase intention. Journal of Decision Systems, 34(1). doi:10.1080/12460125.2025.2484537 Netemeyer, R. G., et al. (2004). Customer-based brand equity. Journal of Business Research, 57(2), 209–224. doi:10.1016/S0148-2963(01)00303-4 Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory. New York, NY: McGraw-Hill. Odin, Y., Odin, N., & Valette-Florence, P. (2001). Brand loyalty. Journal of Business Research, 53(2), 75–84. doi:10.1016/S0148-2963(99)00076-4 Öztürk, A. (2023). Digital-awareness age. Sosyolojik Bağlam Dergisi, 4(3), 217–237. doi:10.52108/2757- 5942.4.3.1 Paul, J. (2015). Masstige marketing redefined. Marketing Intelligence & Planning, 33(5), 691–706. doi:10.1108/MIP-02-2014-0028 Paul, J. (2018). Toward a masstige theory. European Journal of International Management, 12(5/6), 722–745. doi:10.1504/EJIM.2018.094466 Paul, J. (2019). Masstige model. European Management Journal, 37, 299–312. doi:10.1016/j.emj.2018.07.003 Pietrzak, J. (2019). Mass prestige brands. Ekonomia Międzynarodowa, (27), 187–198. Purohit, S., & Radia, K. N. (2022). Masstige buying behavior. Journal of Business Research, 142, 886–898. doi:10.1016/j.jbusres.2021.12.078 Purohit, S., Arora, A., & Paul, J. (2024). Masstige brand behaviour. International Journal of Consumer Studies, 48(2), e12978. doi:10.1111/ijcs.12978 Schultz, M. D., & Seele, P. (2024). Managing sustainable luxury and digitalization. Routledge. Silverstein, M. J., & Fiske, N. (2003). Luxury for the masses. Harvard Business Review, 81(4), 48–59. Steenkamp, J. B. E., Batra, R., & Alden, D. L. (2003). Brand globalness. Journal of International Business Studies, 34(1), 53–65. doi:10.1057/palgrave.jibs.8400002 Stępień, B. (2021). Value of luxury. In The value of luxury. Cham: Palgrave Macmillan. doi:10.1007/978-3-030- 51218-7_2 Tang, Y. (2023). Chinese luxury consumers. Lecture Notes in Education Psychology and Public Media, 4(1), 523–529. doi:10.54254/2753-7048/4/2022171 Truong, Y., McColl, R., & Kitchen, P. J. (2009). Masstige brands. Journal of Brand Management, 16(5/6), 375– 382. doi:10.1057/bm.2009.1 Turancı, E., Gürbüz, A., & Küçükköylü, İ. (2022). Y kuşağı ve masstige. Manas Sosyal Araştırmalar Dergisi, 11(2), 783–798. doi:10.33206/mjss.1001891 UBS. (2025). Global wealth report 2025. Ünalmış, S., & Tuluk, G. (2023). Masstige stratejisi. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (50), 171–189. doi:10.52642/susbed.1279726 Wang, Z., Yuan, R., Luo, J., & Liu, M. J. (2022). Masstige consumption. Journal of Business Research, 143, 239– 254. doi:10.1016/j.jbusres.2021.11.062 World Bank. (2025a). World Bank group income classifications FY2026. World Bank. (2025b). Global economic prospects. Washington, DC: World Bank. Vigneron, F., & Johnson, L. W. (2004). Brand luxury perceptions. Journal of Brand Management, 11(6), 484– 506. doi:10.1057/palgrave.bm.2540194