THE EFFECT OF CONSUMER-BRAND IDENTIFICATION ON WILLINGNESS TO PAY MORE: THE ROLES OF MATERIALISM, SIMILARITY AVOIDANCE, AND IMPULSIVE BUYING

Öz

Consumer-brand identification has been considered an important concept to understand the reasons for establishing long-term brand relationships. Drawing on social identity theory, it is aimed to investigate materialism as an antecedent to and willingness to purchase as a consequence of consumer-brand identification. The moderating roles of similarity avoidance and impulsive buying are also examined. The proposed research model is tested with data from 210 Turkish consumers. Findings demonstrate that materialism increases consumer-brand identification, and this effect is stronger when consumers tend to avoid similarity. Further, consumer-brand identification results in increase in customers’ willingness to pay more. Yet, contrary to expectations, this contribution is weaker in the case of higher impulsive buying. Contributions to the theory and practice are discussed and suggestions for future studies are offered.

Anahtar Kelimeler

• Consumer-brand identification
• materialism
• similarity avoidance
• impulsive buying
• willingness to pay more

TÜKETİCİ-MARKA ÖZDEŞLEŞMESİNİN DAHA ÇOK ÖDEMEYE ETKİSİ: MATERYALİZM, BENZERLİKTEN KAÇINMA VE DÜRTÜSEL SATIN ALMANIN ROLÜ

Öz

Tüketici-marka özdeşleşmesi, tüketicileri markaya yönlendiren motivasyonların anlaşılarak onlarla uzun vadeli ilişkilerin geliştirilmesinde üzerinde önemle durulan bir kavramdır. Bu çalışmanın amacı sosyal kimlik teorisinden yola çıkılarak tüketici-marka özdeşleşmesinin materyalizm ile ilişkisi ve sonuç olarak da daha çok ödeme isteğine katkısının incelenmesidir. Bu kapsamda ayrıca benzerlikten kaçınma ve dürtüsel satın almanın düzenleyici rolü de araştırılmaktadır. Öne sürülen araştırma modeli 210 Türk tüketiciden toplanan veri ile test edilmiştir. Analiz sonuçlarına göre materyalizm tüketici-marka özdeşleşmesini artırmaktadır ve bu etki tüketiciler benzerlikten kaçınma eğiliminde olduğunda daha güçlüdür. Bununla birlikte, tüketici-marka özdeşleşmesi tüketicilerin daha çok ödemesine neden olmaktadır. Beklenenin aksine, bu etki dürtüsel satın alma davranışı yüksek olan tüketicilerde daha zayıftır. Teoriye ve uygulamaya katkılar tartışılmış ve gelecek çalışmalar için öneriler sunulmuştur.

Anahtar Kelimeler

• Tüketici-marka özdeşleşmesi
• materyalizm
• benzerlikten kaçınma
• dürtüsel satın alma
• daha çok ödeme isteği

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