Araştırma Makalesi
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Küresel Markalara Yönelik Tutum ve Satın Alma Niyetini Etkileyen Faktörler Üzerine Bir Araştırma: Kümeleme Analizi ile Pazar Bölümleme

Yıl 2021, Sayı: 67, 49 - 71, 28.01.2021
https://doi.org/10.51290/dpusbe.777253

Öz

Pazarlama alanında yapılan çalışmalar gelişmekte olan pazarlarda tüketicilerin tutum ve davranışlarının şekillenmesinde küresel markaların rolüne dikkat çekmektedirler. Özellikle psikolojik bağlamda küresel markalar tüketicilere bir kimlik, aidiyet ve başarı hissi sunmaktadır. Bu çerçevede tüketiciler genellikle yabancı pazar ve yerel pazar menşeli küresel marka seçimi ile karşı karşıya kalmaktadır. Bu kapsamda ele alınan bu çalışmanın amacı, tüketicilerin küresel spor giyim markalarının ürünlerini satın alma davranışlarını etkileyen değişkenlerin incelenmesidir. Ayrıca incelenen değişkenler bakımından tüketicilerin pazar bölümleme için doğal kümelere ayrılıp ayrılmadıkları da incelenmiştir. Bu kapsamda kolayda ve kartopu örnekleme yöntemleri kullanılarak 314 tüketici üzerinde anket çalışması yapılmıştır. Araştırma sonucunda tüketicilerin küresel marka tutumları üzerinde küresel kimlik, küresel tüketim odaklılık ve materyalizmin etkisinin olduğu; tüketici kozmopolitanizmi ve özgünlük ihtiyacı değişkenlerinin ise anlamlı bir etkisinin olmadığı elde edilen bulgular arasındadır. Ayrıca ilgili değişkenler bakımından tüketicilerin üç farklı kümeye ayrıldığı sonucuna ulaşılmıştır.

Kaynakça

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  • Aaker, J. L. (1999). The malleable self: The role of self-expression in persuasion. Journal of Marketing Research, 36(1), 45-57.
  • Aaker, J. L. (2000). Accessibility or diagnosticity? Disentangling the influence of culture on persuasion processes and attitudes. Journal of Consumer Research, 26(4), 340-357.
  • Aaker, J. L., Benet-Martinez, V., & Garolera, J. (2001). Consumption symbols as carriers of culture: A study of japanese and spanish brand personality constucts. Journal of Personality and Social Psychology, 81(3), 492.
  • Alden, D. L., Steenkamp, J. B. E., & Batra, R. (2006). Consumer attitudes toward marketplace globalization: structure, antecedents and consequences. International Journal of Research in Marketing, 23(3), 227-239.
  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S., & Yıldırım, E. (2005). Sosyal bilimlerde araştırma yöntemleri SPSS uygulamalı (4. Baskı). Sakarya: Sakarya Kitabevi.
  • Arnett, J. J. (2002). The psychology of globalization. American Psychologist, 57(10), 774.
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  • Bartsch, F., Diamantopoulos, A., Paparoidamis, N. G., & Chumpitaz, R. (2016). Global brand ownership: the mediating roles of consumer attitudes and brand identification. Journal of Business Research, 69(9), 3629-3635.
  • Baş, T. (2015). Anket nasıl hazırlanır? Nasıl uygulanır? Nasıl değerlendirilir? (7. Baskı). Ankara: Seçkin Yayıncılık.
  • Batra, R., Ramaswamy, V., Alden, D. L., Steenkamp, J.B.E., & Ramachander, S. (2000). Effects of brand local and nonlocal origin on consumer attitudes in developing countries. Journal of Consumer Psychology, 9(2), 83-95.
  • Bauman, Z. (1997). Postmodernity and its discontents. Cambridge, MA: Blackwell Publishers Inc.
  • Belk, R. W. (1985). Materialism: Trait aspects of living in the material world. Journal of Consumer Research, 12(3), 265-280.
  • Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139-168.
  • Belk, R. W., Ger, G., & Askegaard, S. (2003). The fire of desire: A multisited inquiry into consumer passion. Journal of Consumer Research, 30(3), 326-351.
  • Bellenger, D. N., Steinberg, E., & Stanton, W. W. (1976). Congruence of store image and self image-as it relates to store loyalty. Journal of Retailing, 52(1), 17-32.
  • Bhattacherjee, A. (2012). Social science research: principles, methods, and practices. In Textbooks Collection. Book 3, (ss. 2015). Erişim adresi: http://scholarcommons.usf.edu/oa_textbooks/3
  • Buzzell, R. D. (1968). Can you standardize multinational marketing?. Harvard Business Review, 46, 102–113.
  • Caldwell, M., Blackwell, K., & Tulloch, K. (2006). Cosmopolitanism as a Consumer orientation: replicating and extending prior research. Qualitative Market Research: An International Journal, 9(2), 126-139.
  • Cannon, H. M., & Yaprak, A. (1993). Toward a theory of cross-national segmentation. Annual Meeting of the Academy of International Business, Maui.
  • Cannon, H. M., & Yaprak, A. (2002). Will the real-world citizen please stand up! The many faces of cosmopolitan consumer behavior. Journal of International Marketing, 10(4), 30-52.
  • Cannon, H. M., Yoon, S., Mcgowan, L., & Yaprak, A. (1994). In search of the global consumer. Annual meeting of the academy of international business.
  • Chernev, A., Hamilton, R., & Gal, D. (2011). Competing for consumer identity: Limits to self-expression and the perils of lifestyle branding, Journal of Marketing, 75(3), 66-82.
  • Cleveland, M., Laroche, M., & Papadopoulos, N. (2009). Cosmopolitanism, consumer ethnocentrism, and materialism: an eight-country study of antecedents and outcomes. Journal of International Marketing, 17(1), 116-146.
  • Craig, C. S., & Douglas, S.P. (2000). Configural advantage in global markets. Journal of International Marketing, 8(1), 6-26.
  • Crawford, J. C., & Lamb, C.W. (1982). Effect of worldmindedness among professional buyers upon their willingness to buy foreign products. Psychological Reports, 50(3), 859-862.
  • Çokluk, Ö., Şekercioğlu, G., & Büyüköztürk, Ş. (2016). Sosyal bilimler için çok değişkenli istatistik SPSS ve LISREL uygulamaları (4. Baskı). Ankara: Pegem Akademi Yayınları.
  • Das, G. (2007). Student perception of globalization: results from a survey. Global Business Review, 8(1), 1-11.
  • Der-Karabetian, A., & Ruiz, Y. (1997). Affective bicultural and global-human identity scales for mexican-american adolescents. Psychological Reports, 80(3), 1027-1039. doi:10.2466/pr0.1997.80.3.1027
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A Research on Factors Affecting Global Brands’ Attitude and Purchasing Intention: Market Segmentation with Cluster Analysis

Yıl 2021, Sayı: 67, 49 - 71, 28.01.2021
https://doi.org/10.51290/dpusbe.777253

Öz

The studies in marketing literature, give attention to the role of global brands affect molding consumers' attitudes and behaviors in emerging markets. Particularly in the psychological context, global brands offer consumers a sense of identity, belonging, and success. In this context, consumers frequently encountered with the choice between foreign global brands and global brands of local market origin. The aim of this study, which considered in this context, is to examine the factors that affect the consumers' buying behavior of global sportswear brands. Also, to determine whether the consumers divided into natural clusters for market segmentation analyzed in terms of the variables examined. In the data collection process, a simple random sample and snowball sampling technique employed for the survey conducted with 314 consumers. The research findings show that global identity, global consumption orientation, and materialism has an effect on consumers' global brand attitude while consumer cosmopolitanism and the need for uniqueness variables have not a statistically significant effect. Besides that, cluster analysis shows that consumers classified into three different clusters in terms of related variables.

Kaynakça

  • Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.
  • Aaker, J. L. (1999). The malleable self: The role of self-expression in persuasion. Journal of Marketing Research, 36(1), 45-57.
  • Aaker, J. L. (2000). Accessibility or diagnosticity? Disentangling the influence of culture on persuasion processes and attitudes. Journal of Consumer Research, 26(4), 340-357.
  • Aaker, J. L., Benet-Martinez, V., & Garolera, J. (2001). Consumption symbols as carriers of culture: A study of japanese and spanish brand personality constucts. Journal of Personality and Social Psychology, 81(3), 492.
  • Alden, D. L., Steenkamp, J. B. E., & Batra, R. (2006). Consumer attitudes toward marketplace globalization: structure, antecedents and consequences. International Journal of Research in Marketing, 23(3), 227-239.
  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S., & Yıldırım, E. (2005). Sosyal bilimlerde araştırma yöntemleri SPSS uygulamalı (4. Baskı). Sakarya: Sakarya Kitabevi.
  • Arnett, J. J. (2002). The psychology of globalization. American Psychologist, 57(10), 774.
  • Askegaard, S. (2005). Brands as a global ideoscape. In Jonathan E. Schroeder ve Miriam Salzer-Mörling (Eds.), Brand Culture (London: Routledge), pp. 81-92.
  • Bartlett, C. A., & Sumantra, G. (1986). Tap your subsidiaries for global reach. Harvard Business Review, 64(6), 87-94.
  • Bartsch, F., Diamantopoulos, A., Paparoidamis, N. G., & Chumpitaz, R. (2016). Global brand ownership: the mediating roles of consumer attitudes and brand identification. Journal of Business Research, 69(9), 3629-3635.
  • Baş, T. (2015). Anket nasıl hazırlanır? Nasıl uygulanır? Nasıl değerlendirilir? (7. Baskı). Ankara: Seçkin Yayıncılık.
  • Batra, R., Ramaswamy, V., Alden, D. L., Steenkamp, J.B.E., & Ramachander, S. (2000). Effects of brand local and nonlocal origin on consumer attitudes in developing countries. Journal of Consumer Psychology, 9(2), 83-95.
  • Bauman, Z. (1997). Postmodernity and its discontents. Cambridge, MA: Blackwell Publishers Inc.
  • Belk, R. W. (1985). Materialism: Trait aspects of living in the material world. Journal of Consumer Research, 12(3), 265-280.
  • Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139-168.
  • Belk, R. W., Ger, G., & Askegaard, S. (2003). The fire of desire: A multisited inquiry into consumer passion. Journal of Consumer Research, 30(3), 326-351.
  • Bellenger, D. N., Steinberg, E., & Stanton, W. W. (1976). Congruence of store image and self image-as it relates to store loyalty. Journal of Retailing, 52(1), 17-32.
  • Bhattacherjee, A. (2012). Social science research: principles, methods, and practices. In Textbooks Collection. Book 3, (ss. 2015). Erişim adresi: http://scholarcommons.usf.edu/oa_textbooks/3
  • Buzzell, R. D. (1968). Can you standardize multinational marketing?. Harvard Business Review, 46, 102–113.
  • Caldwell, M., Blackwell, K., & Tulloch, K. (2006). Cosmopolitanism as a Consumer orientation: replicating and extending prior research. Qualitative Market Research: An International Journal, 9(2), 126-139.
  • Cannon, H. M., & Yaprak, A. (1993). Toward a theory of cross-national segmentation. Annual Meeting of the Academy of International Business, Maui.
  • Cannon, H. M., & Yaprak, A. (2002). Will the real-world citizen please stand up! The many faces of cosmopolitan consumer behavior. Journal of International Marketing, 10(4), 30-52.
  • Cannon, H. M., Yoon, S., Mcgowan, L., & Yaprak, A. (1994). In search of the global consumer. Annual meeting of the academy of international business.
  • Chernev, A., Hamilton, R., & Gal, D. (2011). Competing for consumer identity: Limits to self-expression and the perils of lifestyle branding, Journal of Marketing, 75(3), 66-82.
  • Cleveland, M., Laroche, M., & Papadopoulos, N. (2009). Cosmopolitanism, consumer ethnocentrism, and materialism: an eight-country study of antecedents and outcomes. Journal of International Marketing, 17(1), 116-146.
  • Craig, C. S., & Douglas, S.P. (2000). Configural advantage in global markets. Journal of International Marketing, 8(1), 6-26.
  • Crawford, J. C., & Lamb, C.W. (1982). Effect of worldmindedness among professional buyers upon their willingness to buy foreign products. Psychological Reports, 50(3), 859-862.
  • Çokluk, Ö., Şekercioğlu, G., & Büyüköztürk, Ş. (2016). Sosyal bilimler için çok değişkenli istatistik SPSS ve LISREL uygulamaları (4. Baskı). Ankara: Pegem Akademi Yayınları.
  • Das, G. (2007). Student perception of globalization: results from a survey. Global Business Review, 8(1), 1-11.
  • Der-Karabetian, A., & Ruiz, Y. (1997). Affective bicultural and global-human identity scales for mexican-american adolescents. Psychological Reports, 80(3), 1027-1039. doi:10.2466/pr0.1997.80.3.1027
  • Dholakia, U. M., & Talukdar, D. (2004). How social influence affects consumption trends in emerging markets: An empirical investigation of the consumption convergence hypothesis. Psychology & Marketing, 21(10), 775-797.
  • Dimofte, C. V., Johansson, J. K., & Ronkainen, I. A. (2008). Cognitive and Affective reactions of us consumers to global brands. Journal of International Marketing, 16(4), 113-135.
  • Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307-319.
  • Eastman, J. K., Fredenberger, B., Campbell, D., & Calvert, S. (1997). The relationship between status consumption and materialism: A cross-cultural comparison of chinese, mexican, and american student. Journal of Marketing Theory and Practice, 5(1), 52-66.
  • Elliott, R., & Wattanasuwan, K. (1998). Brands as symbolic resources for the construction of identity. International Journal of Advertising, 17(2), 131-144.
  • Escalas, J. E., & Bettman, J. R. (2005). Self-construal, Reference groups, and brand meaning. Journal of Consumer Research, 32(3), 378-389.
  • Frank, T. (1997). The conquest of cool: Business culture, counterculture, and the rise of hip consumerism. Chicago: University of Chicago Press.
  • Friesen, G. B. (2003). Globalization it's just another state of mind. Consulting to Management, 14(2), 19-23.
  • Ger, G., & Belk, R. W. (1996). I'd like to buy the world a coke: Consumptionscapes of the “less affluent world”. Journal of Consumer Policy, 19(3), 271-304.
  • Grubb, E. L., & Grathwohl, H. L. (1967). Consumer self-concept, symbolism and market behavior: a theoretical approach. Journal of Marketing, 31(4), 22-27.
  • Hair, J. F., Black, W. C., Babin, B., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (6 ed.). Upper Saddle River, NJ: Prectice-Hall.
  • Hannerz, U. (1990). Cosmopolitans and locals in world culture. Theory, Culture & Society, 7(2-3), 237-251.
  • Hardt, M., & Negri, A. (2000). Empire. Cambridge, Massachusetts: Harvard University Press.
  • Holt, D. B. (1998). Does cultural capital structure American consumption?. Journal of Consumer Research, 25(1), 1-25.
  • Holt, D. B. (2002). Why do brands cause trouble? A dialectical theory of consumer culture and branding. Journal of Consumer Research, 29(1), 70-90.
  • Holt, D. B., Quelch, J. A., & Taylor, E. L. (2004). How global brands compete. Harvard Business Review, 82(9), 68-75.
  • Hsieh, M. H. (2002). Identifying brand image dimensionality and measuring the degree of brand globalization: A cross-national study. Journal of International Marketing, 10(2), 46-67.
  • Kalaycı, Ş. (2010). SPSS uygulamali çok değişkenli istatistik teknikleri. Ankara: Asil Yayın.
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  • 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.
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  • Levitt, T. (1983). The globalization of markets. Harvard Business Review, 61(3), 92-102.
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  • Mitchell, A. (2000). Invited presentation: Global brands or global blands?. Journal of Consumer Studies & Home Economics, 24(2), 85-93.
  • Moeller, M., Harvey, M., Griffith, D., & Richey, G. (2013). The Impact of country-of-origin on the acceptance of foreign subsidiaries in host countries: An examination of the ‘liability-of-foreignness’. International Business Review, 22(1), 89-99.
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  • Özdamar, K. (2004). Paket programlar ile istatistiksel veri analizi. Eskişehir: Kaan Kitapevi.
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  • Porter, M. E. (1986). Competition in global industries: A conceptual framework. In Michael E. Porter (Ed.), Competition in global industries, Boston: Harvard Business School Press.
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  • Riefler, P., & Diamantopoulos, A. (2009). Consumer cosmopolitanism: Review and replication of the cymyc scale. Journal of Business Research, 62(4), 407-419.
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  • Steenkamp, J. B. E., & De Jong, M. G. (2010). A Global investigation into the constellation of consumer attitudes toward global and local products. Journal of Marketing, 74(6), 18-40.
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  • Strizhakova, Y., Coulter, R. A., & Price, L. L. (2008). Branded products as a passport to global citizenship: perspectives from developed and developing countries. Journal of International Marketing, 16(4), 57-85.
  • Strizhakova, Y., Coulter, R. A., & Price, L. L. (2011). Branding in a global marketplace: The mediating effects of quality and self-identity brand signals. International Journal of Research in Marketing, 28(4), 342-351.
  • Strizhakova, Y., Coulter, R. A., & Price, L. L. (2012). The young adult cohort in emerging markets: Assessing their glocal cultural identity in a global marketplace. International Journal of Research in Marketing, 29(1), 43-54.
  • Suh, T., & Kwon, I. W. G. (2002). Globalization and reluctant buyers. International Marketing Review, 19(6), 663-680.
  • Thompson, C. J., & Arsel, Z. (2004). The starbucks brandscape and consumers'(anticorporate) experiences of glocalization. Journal of Consumer Research, 31(3), 631-642.
  • Thompson, C. J., & Tambyah, S. K. (1999). Trying to be cosmopolitan. Journal of Consumer Research, 26(3), 214-241.
  • Tian, K. T. (1997). Categories, contexts, and conflicts of consumers' nonconformity experiences. In Russell W. Belk (Ed.). Research in Consumer Behavior, 8, 209-245.
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  • Tu, L., Khare, A., & Zhang, Y. (2012). A short 8-Item scale for measuring consumers’ local–global identity. International Journal of Research in Marketing, 29(1), 35-42.
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  • Yip, G. S. (1992). Total global strategy: Managing for worldwide competitive advantage. New Jersey: Prentice-Hall.
Toplam 96 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm ARAŞTIRMA MAKALELERİ
Yazarlar

Cevat Söylemez 0000-0002-5373-2913

Fatih Sahin 0000-0002-4760-4413

Yayımlanma Tarihi 28 Ocak 2021
Yayımlandığı Sayı Yıl 2021 Sayı: 67

Kaynak Göster

APA Söylemez, C., & Sahin, F. (2021). Küresel Markalara Yönelik Tutum ve Satın Alma Niyetini Etkileyen Faktörler Üzerine Bir Araştırma: Kümeleme Analizi ile Pazar Bölümleme. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi(67), 49-71. https://doi.org/10.51290/dpusbe.777253
AMA Söylemez C, Sahin F. Küresel Markalara Yönelik Tutum ve Satın Alma Niyetini Etkileyen Faktörler Üzerine Bir Araştırma: Kümeleme Analizi ile Pazar Bölümleme. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi. Ocak 2021;(67):49-71. doi:10.51290/dpusbe.777253
Chicago Söylemez, Cevat, ve Fatih Sahin. “Küresel Markalara Yönelik Tutum Ve Satın Alma Niyetini Etkileyen Faktörler Üzerine Bir Araştırma: Kümeleme Analizi Ile Pazar Bölümleme”. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, sy. 67 (Ocak 2021): 49-71. https://doi.org/10.51290/dpusbe.777253.
EndNote Söylemez C, Sahin F (01 Ocak 2021) Küresel Markalara Yönelik Tutum ve Satın Alma Niyetini Etkileyen Faktörler Üzerine Bir Araştırma: Kümeleme Analizi ile Pazar Bölümleme. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi 67 49–71.
IEEE C. Söylemez ve F. Sahin, “Küresel Markalara Yönelik Tutum ve Satın Alma Niyetini Etkileyen Faktörler Üzerine Bir Araştırma: Kümeleme Analizi ile Pazar Bölümleme”, Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, sy. 67, ss. 49–71, Ocak 2021, doi: 10.51290/dpusbe.777253.
ISNAD Söylemez, Cevat - Sahin, Fatih. “Küresel Markalara Yönelik Tutum Ve Satın Alma Niyetini Etkileyen Faktörler Üzerine Bir Araştırma: Kümeleme Analizi Ile Pazar Bölümleme”. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi 67 (Ocak 2021), 49-71. https://doi.org/10.51290/dpusbe.777253.
JAMA Söylemez C, Sahin F. Küresel Markalara Yönelik Tutum ve Satın Alma Niyetini Etkileyen Faktörler Üzerine Bir Araştırma: Kümeleme Analizi ile Pazar Bölümleme. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi. 2021;:49–71.
MLA Söylemez, Cevat ve Fatih Sahin. “Küresel Markalara Yönelik Tutum Ve Satın Alma Niyetini Etkileyen Faktörler Üzerine Bir Araştırma: Kümeleme Analizi Ile Pazar Bölümleme”. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, sy. 67, 2021, ss. 49-71, doi:10.51290/dpusbe.777253.
Vancouver Söylemez C, Sahin F. Küresel Markalara Yönelik Tutum ve Satın Alma Niyetini Etkileyen Faktörler Üzerine Bir Araştırma: Kümeleme Analizi ile Pazar Bölümleme. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi. 2021(67):49-71.

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