THE EFFECT OF HOFSTEDE CULTURAL DIMENSIONS ON BRAND EQUITY: THE MEDIATING ROLE OF PERCEIVED USEFULNESS

Öz

Consumers are inherently shaped by their culture, which plays a crucial role in developing and formulating brand equity. Considering culture’s significant role in shaping brand equity, this study aims to determine the impact of cultural dimensions on brand equity, with a mediating role of perceived usefulness and a moderating role of gender in the relationship between perceived usefulness and brand equity. The data were collected through face-toface surveys administered to 356 respondents and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results of the study revealed that the dimensions of uncertainty avoidance, long-term orientation, and indulgence/restraint have a positive and significant impact on brand equity, while power distance does not significantly influence brand equity. The study also found that perceived usefulness fully mediates the effect of individualism/collectivism and masculinity/femininity on brand equity. Furthermore, perceived usefulness significantly enhances brand equity, whereas gender does not significantly moderate the effect of perceived usefulness on brand equity.

Anahtar Kelimeler

• Hofstede cultural dimensions
• brand equity
• perceived usefulness
• gender

HOFSTEDE KÜLTÜREL BOYUTLARININ MARKA DENKLİĞİ ÜZERİNDEKİ ETKİSİ: ALGILANAN FAYDANIN ARACILIK ROLÜ

Öz

Tüketiciler, kültürlerinden doğal olarak etkilenirler ve kültür, marka denkliğinin geliştirilmesi ve oluşturulmasında önemli bir rol oynamaktadır. Kültürün marka denkliği üzerindeki belirleyici etkisi göz önüne alındığında, bu çalışma, kültürel boyutların marka denkliği üzerindeki etkisini belirlemeyi amaçlamakta ve bu ilişkide algılanan faydanın aracılık rolü ile algılanan fayda ve marka denkliği arasındaki ilişkide cinsiyetin düzenleyici rolünü incelemektedir. Veriler, yüz yüze gerçekleştirilen anketlerle 356 katılımcıdan toplanmış ve Kısmi En Küçük Kareler Yapısal Eşitlik Modellemesi (PLSSEM) kullanılarak analiz edilmiştir. Çalışmanın sonuçları, belirsizlikten kaçınma, uzun vadeli yönelim ve hoşgörü/kısıtlama boyutlarının marka denkliği üzerinde pozitif ve anlamlı bir etkiye sahip olduğunu, ancak güç mesafesinin marka denkliği üzerinde anlamlı bir etkisinin olmadığını ortaya koymuştur. Ayrıca, algılanan faydanın bireycilik/ kolektivizm ve erillik/dişillik boyutlarının marka denkliği üzerindeki etkisine tam aracılık ettiği belirlenmiştir. Ayrıca, algılanan fayda, marka denkliğini önemli ölçüde artırırken, cinsiyetin algılanan faydanın marka denkliği üzerindeki etkisini anlamlı bir şekilde düzenleyici olarak etkilemediği sonucu elde edilmiştir.

Anahtar Kelimeler

• Hofstede kültürel boyutları
• marka denkliği
• algılanan fayda
• cinsiyet

Kaynakça

1. Aaker, D. A. (1995). Building Strong Brands. Simon and Schuster. New York.
2. Abuhashesh, M. Y., Alshurideh, M. T., Ahmed, A., Sumadi, M., & Masa’deh, R. (2021). The Effect of Culture on Customers’ Attitudes Toward Facebook Advertising: The Moderating Role of Gender. Review of International Business and Strategy, 31(3), 416–437.
3. Adams, D. A., Nelson, R. R., & Todd, P. A. (1992). Perceived Usefulness, Ease of Use, and Usage of Information Technology: A Replication. MIS Quarterly, 227–247.
4. Akour, I., Alshare, K., Miller, D., & Dwairi, M. (2006). An Exploratory Analysis of Culture, Perceived Ease of Use, Perceived Usefulness, and Internet Acceptance: The Case of Jordan. Journal of Internet Commerce, 5(3), 83–108.
5. Arnould, E. J., & Thompson, C. J. (2005). Consumer Culture Theory (CCT): Twenty Years of Research. Journal of Consumer Research, 31(4), 868–882.
6. Badenhop, A., & Frasquet, M. (2021). Online Grocery Shopping at Multichannel Supermarkets: The Impact of Retailer Brand Equity. Journal of Food Products Marketing, 27(2), 89–104.
7. Buil, I., Martínez, E., & De Chernatony, L. (2013). The Influence of Brand Equity on Consumer Responses. Journal of Consumer Marketing, 30(1), 62–74.
8. Bryman, A. & Cramer, D. (2002). Quantitative Data Analysis with SPSS Release 10 for Windows: A Guide for Social Scientists. Routledge.

9. Cayla, J., & Arnould, E. J. (2008). A Cultural Approach to Branding in the Global Marketplace. Journal of International Marketing, 16(4), 86–112.
10. Chatzipanagiotou, K., Christodoulides, G., & Veloutsou, C. (2019). Managing the Consumer-Based Brand Equity Process: A Cross-Cultural Perspective. International Business Review, 28(2), 328–343.
11. Chiu, C. Y., Kwan, L. Y. Y., Li, D., Peng, L., & Peng, S. (2012). Culture and Consumer Behavior. Foundations and Trends in Marketing, 7(2), 109–179. https://doi. org/10.1561/1700000032
12. Connell, C., Marciniak, R., & Carey, L. D. (2023). The Effect of Cross-Cultural Dimensions on the Manifestation of Customer Engagement Behaviors. Journal of International Marketing, 31(1), 32–48.
13. Cook, G. (2012). The Influence of National Cultural on American Business People– Managerial Implications for Central Europe. Central European Business Review, 1(2), 46–51.
14. Cordeiro Socha, A. (2012). The Influence of the Culture Dimension ‘Power Distance’ on Product Choice: A Cross Cultural Exploration of Effects of Country of Origin on the Choice of Branded Products. Master Thesis, University of Guelph. Canada
15. Country Comparison. (2023). Turkey National Cultural Dimensions . https://www. hofstede-insights.com/country-comparison-tool?countries=turkey (accessed 10 September 2023)
16. Crespo‐Almendros, E., Prados‐Peña, M. B., Porcu, L., & Alcantara Pilar, J. M. (2023). Building Heritage Brand Equity through Social Media Sales Promotion: The Role of Power Distance. International Journal of Tourism Research, 25(3), 305-317
17. Darley, W. K., & Smith, R. E. (1995). Gender Differences in Information Processing Strategies: An Empirical Test of the Selectivity Model in Advertising Response. Journal of Advertising, 41–56.
18. Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 319–340.
19. Davis, F. D. (1986). Technology Acceptance Model for Empirically Testing New End- User Information Systems Theory and Results. Doctoral Dissertation, MIT.
20. De Mooij, M. (2010). Consumer Behavior and Culture Consequences for Global Marketing and Advertising. Sage Publications
21. De Mooij, M. (2019). Consumer Behavior and Culture: Consequences for Global Marketing and Advertising. Consumer Behavior and Culture. Sage Publications
22. De Mooij, M., & Beniflah, J. (2017). Measuring Cross-Cultural Differences of Ethnic Groups within Nations: Convergence or Divergence of Cultural Values? The Case of the United States. Journal of International Consumer Marketing, 29(1), 2–10. https://doi.org/10.1080/08961530.2016.1227758
23. Deshpande, R., Hoyer, W. D., & Donthu, N. (1986). The Intensity of Ethnic Affiliation: A Study of the Sociology of Hispanic Consumption. Journal of Consumer Research, 13(2), 214–220.
24. Erdem, T., Swait, J., & Valenzuela, A. (2006). Brands as Signals: A Cross-Country Validation Study. Journal of Marketing, 70(1), 34–49.
25. Hair, J. F., Ringle, C. M., & Sarstedt, M. (2013). Partial Least Squares Structural Equation Modeling: Rigorous Applications, Better Results and Higher Acceptance. Long Range Planning, 46(1–2), 1–12.
26. Hair Jr, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2011). Multivariate Data Analysis. New Jersey: PrenticeHall. Inc.
27. Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021a). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. Springer Nature.
28. Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021b). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage publications.
29. Han, S. H., Chen, C.H. S., & Lee, T. J. (2021). The Interaction Between Individual Cultural Values and the Cognitive and Social Processes of Global Restaurant Brand Equity. International Journal of Hospitality Management, 94:102847. https://doi. org/10.1016/j.ijhm.2020.102847
30. Henry, W. A. (1976). Cultural Values Do Correlate with Consumer Behavior. Journal of Marketing Research, 13(2), 121–127.
31. Heydari, A., Laroche, M., Paulin, M., & Richard, M.O. (2021). Hofstede’s Individual- Level Indulgence Dimension: Scale Development and Validation. Journal of Retailing and Consumer Services, 62, 102640.
32. Hofstede, G. (1984). Culture’s Consequences: International Differences in Work-Related Values (Vol. 5). Sage Publications.
33. Hofstede, G. (2001). Culture Consequences. Sage Publications.
34. Hofstede, G. (2016). Culture’s Consequences: Comparing Values, Behaviors, Institutions, and Organizations Across Nations. Collegiate Aviation Review, 34(2), 108.
35. Hofstede, G., Hofstede, G. J., & Minkov, M. (2010). Cultures and Organizations : Software of the Mind : Intercultural Cooperation and Its Importance for Survival. McGraw- Hill. New York
36. Hofstede, G., & McCrae, R. R. (2004). Personality and culture revisited: Linking Traits and Dimensions of Culture. Cross-Cultural Research, 38(1), 52–88.
37. Holbrook, M. B. (1986). Aims, Concepts, and Methods for the Representation of Individual Differences in Esthetic Responses to Design Features. Journal of Consumer Research, 13(3), 337–347.
38. Howard, J. A., & Sheth, J. N. (1969). The Theory of Buyer Behavior. Wiley. New York
39. Huang, L., Lu, M.T., & Wong, B. K. (2003). The Impact of Power Distance on Email Acceptance: Evidence from the PRC. Journal of Computer Information Systems, 44(1), 93–101.
40. Jan, J., Alshare, K. A., & Lane, P. L. (2022). Hofstede’s Cultural Dimensions in Technology Acceptance Models: A Meta-Analysis. Universal Access in the Information Society, 1–25.
41. Jiao, Y., Ertz, M., Jo, M. S., & Sarigollu, E. (2018). Social Value, Content Value, and Brand Equity in Social Media Brand Communities: A Comparison of Chinese and US Consumers. International Marketing Review, 35(1), 18–41.
42. Kamboj, S., & Rahman, Z. (2016). The Influence of User Participation in Social Media- Based Brand Communities on Brand Loyalty: Age and Gender as Moderators. Journal of Brand Management, 23, 679–700.
43. Kapferer, J. N. (2006). The Two Business Cultures of Luxury Brands. In Brand Culture. Routledge.
44. Kazmi, S. Q., & Rahman, M. U. (2019). The Impact of Indulgence and Restraint Cultural Dimension on Brand Equity. Global Management Journal for Academic & Corporate Studies, 9(2), 168–209.
45. Keller, K. L. (2003). Strategy Brand Management. Pearson Education, Inc. Upper Saddle River, New Jersey, USA.
46. Kim, H., Gon Kim, W., & An, J. A. (2003). The Effect of Consumer‐Based Brand Equity on Firms’ Financial Performance. Journal of Consumer Marketing, 20(4), 335–351.
47. Kim, J. H., & Hyun, Y. J. (2011). A Model to Investigate the Influence of Marketing-Mix Efforts and Corporate Image on Brand Equity in the IT Software Sector. Industrial Marketing Management, 40(3), 424–438.
48. Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2020). Perceived Social Media Marketing Activities and Consumer-Based Brand Equity: Testing A Moderated Mediation Model. Asia Pacific Journal of Marketing and Logistics, 33(1), 53–72.
49. Kopaničová, J., & Vokounová, D. (2023). Cultural Differences in Coping with Changes in the External Environment: A Case of Behavioural Segmentation of Senior Consumers Based on Their Reaction to the COVID-19 Pandemic. Central European Business Review, 12(3), 21.
50. Kozinets, R. V. (2001). Utopian Enterprise: Articulating the Meanings of Star Trek’s Culture of Consumption. Journal of Consumer Research, 28(1), 67–88.
51. Kusmayanti, P. (2022). The Influence of Price, Brand Resonance, Perceived Usefulness, Product Variants and Distribution Channels on Customer Loyalty of Cleo. Journal of Marketing and Business Research (MARK), 2(1), 71–80.
52. Latif, K. F., Sajjad, A., Bashir, R., Shaukat, M. B., Khan, M. B., & Sahibzada, U. F. (2020). Revisiting the Relationship Between Corporate Social Responsibility and Organizational Performance: The Mediating Role of Team Outcomes. Corporate Social Responsibility and Environmental Management, 27(4), 1630–1641.
53. Lee, J. S., & Back, K. J. (2010). Reexamination of Attendee-Based Brand Equity. Tourism Management, 31(3), 395–401.
54. Lee, Y., Kozar, K. A., & Larsen, K. R. T. (2003). The Technology Acceptance Model: Past, Present, and Future. Communications of the Association for Information Systems, 12, 752-780. https://doi.org/10.17705/1cais.01250
55. Lehmann, D. R. (1996). Presidential Address Knowledge Generalization and the Conventions of Consumer Research: a Study in Inconsistency. ACR North American Advances. 23(5), 1-5
56. Leone, R. P., Rao, V. R., Keller, K. L., Luo, A. M., McAlister, L., & Srivastava, R. (2006). Linking Brand Equity to Customer Equity. Journal of Service Research, 9(2), 125–138.
57. Li, J. (2021). Exploring the Effects of National Culture on Consumer-Based Brand Equity. Master Thesis, University of Guelph. Canada
58. Lok, C. K. (2016). The Effects of Cultural Dimensions on Technology Acceptance at Individual Level. International Conference on Business and Social Sciences, ICBASS 2016. Kyoto.
59. Mathur, M. (2018). Leveraging Social Media-Based Determinants to Build Customer- Based Brand Equity of A Retailer. The International Review of Retail, Distribution and Consumer Research, 28(5), 554–575.
60. Mazan, İ., & Çetinel, M. H. (2022). Effects of Perceived Ease of Use and Perceived Usefulness as Mediators of the Relationship between Individual Culture and Intention to Use Digital Tourism Applications and Services. Journal of Tourism & Gastronomy Studies, 10(3), 2166–2192.
61. McCoy, S., Galletta, D. F., & King, W. R. (2007). Applying TAM Across Cultures: The Need for Caution. European Journal of Information Systems, 16(1), 81–90.
62. Mohamed, Z. A., Ünsalan, M., & Abdinasir, A. M. (2024). Culture in Marketing Communication. In Management in Marketing Communication. IntechOpen. https://doi.org/10.5772/intechopen.1004300
63. Mohamed, Z., & Ünsalan, M. (2024). The Impact of Individualism/Collectivism and Masculinity/Femininity on Brand Loyalty: A Mediation Role of Perceived Ease of Use. In Proceedings of The International Conference on Research in Business, Management and Economics (Vol. 1). https://doi.org/10.33422/icrbme.v1i1.191
64. National Culture. (2023). Hofstede Insights. https://www.hofstede-insights.com/ intercultural-management#whatisnationalcultureandhowdoesitdifferfromorganisat ionalculture (accessed 10 September 2023)
65. Özbilen, P. (2017). The Impact of Natural Culture on New Technology Adoption By Firms: A Country Level Analysis. Int. J. Innov. Manag. Technol, 8, 299–305.
66. Pappu, R., Quester, P. G., & Cooksey, R. W. (2005). Consumer‐Based Brand Equity: Improving the Measurement–Empirical Evidence. Journal of Product & Brand Management, 14(3), 143–154.
67. Putrevu, S. (2001). Exploring the Origins and Information Processing Differences between Men and Women: Implications for Advertisers. Academy of Marketing Science Review, 10(1), 1–14.
68. Raihan, D. (2023). The Effect of Ease Of Use, Seller Reputation, and Perceived Usefulness on Brand Loyalty with Satisfaction as a Mediating Variable. Jurnal Informatika Ekonomi Bisnis, 5(2). 324–330.
69. Raza, M., Salleh, S., Tariq, B., Altayyar, R., & Shaari, H. (2020). Investigating the Effects of Customer-Based Brand Equity on Turnover Intentions with Mediating Effect of Customer Citizenship Behavior. Management Science Letters, 10(2), 279–286.
70. Rodríguez-López, M. E., Alcántara-Pilar, J. M., & del Barrio-García, S. (2023). Individual Cultural Values as Determinants of the Attitudinal Process in the Restaurant: A Different Perspective for Understanding Brand Equity Formation. Tourism & Management Studies, 19(1), 49–57.
71. Salem, S. F., Alanadoly, A. B., & Sulaiman, M. A. B. A. (2023). Immersive Gaming in the Fashion Arena: An Investigation of Brand Coolness and Its Mediating Role on Brand Equity. Journal of Research in Interactive Marketing. 18(4),529-548
72. Schepers, J., & Wetzels, M. (2007). A Meta-Analysis of the Technology Acceptance Model: Investigating Subjective Norm and Moderation Effects. Information & Management, 44(1), 90–103.
73. Sheng, M. L., & Teo, T. S. H. (2012). Product Attributes and Brand Equity in the Mobile Domain: The Mediating Role of Customer Experience. International Journal of Information Management, 32(2), 139–146.
74. Srivastava, R., Reibstein, D. J., & Woodside, W. S. (2005). Metrics for Linking Marketing to Financial Performance. Marketing Science Institute Cambridge, MA.
75. Steenkamp, J. B. E. M. (2001). The Role of National Culture in International Marketing Research. International Marketing Review,18(1), 30-44
76. Straub, D. W. (1994). The Effect of Culture on IT Diffusion: E-Mail and FAX in Japan and the US. Information Systems Research, 5(1), 23–47.
77. Tan, T. M., Tan, S. M., Lee, W., Ong, M. B. F., & Liew, T. W. (2012). Does Gender Contribute Moderating Effect in Brand Equity Model? International Journal of Research in Management, 3(2), 1–15.
78. Tobias-Mamina, R. J., Maziriri, E. T., & Kempen, E. (2021). Determinants of Consumer- Generated-Content Usage for Apparel Shopping: The Moderating Effect of Gender. Cogent Business & Management, 8(1), 1-20
79. Vinzi, V. E., Chin, W. W., Henseler, J., & Wang, H. (2010). Handbook of Partial Least Squares. Springer.
80. Wells, W. D. (1993). Discovery-Oriented Consumer Research. Journal of Consumer Research, 19(4), 489–504.
81. Yoo, B. (1996). The Effects of Marketing Efforts and Culture on Brand Equity Formation. Doctoral Dissertation. Georgia State University.
82. Yoo, B., & Donthu, N. (2002). Testing Cross‐Cultural Invariance of the Brand Equity Creation Process. Journal of Product & Brand Management, 11(6), 380–398.
83. Yoo, B., Donthu, N., & Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science, 28, 195–211.
84. Yoo, B., Donthu, N., & Lenartowicz, T. (2011). Measuring Hofstede’s Five Dimensions of Cultural Values at the Individual Level: Development and Validation of CVSCALE. Journal of International Consumer Marketing, 23(3–4), 193–210.
85. Yoon, C. (2009). The Effects of National Culture Values on Consumer Acceptance of E-Commerce: Online Shoppers in China. Information & Management, 46(5), 294– 301.
86. Yulianto, S., & Tanamal, R. (2019). The Influence of Brand Equity, Trust, Price, PEOU and PU on Online Based Crowdfunding Investment. Jurnal Teknologi Sistem Informasi dan Aplikasi, 2(2), 53-58. https://doi.org/10.32493/jtsi.v2i2.2733