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Ethnocentric Tendency and Religiosity Levels According to Brand Preferences of Consumers

Yıl 2022, Cilt: 9 Sayı: 2, 342 - 354, 29.12.2022

Tuğçe Aksoy Erkatrancı Duygu Koçoğlu Selçuk Burak Haşıloğlu

https://doi.org/10.47097/piar.1173847

Öz

Globalization causes intercultural interaction and consumer markets to become similar. However, the impact of cultural factors that affect and differentiate consumer markets is not ignored, and the concepts of ethnocentrism and religiosity are discussed in the literature as important factors affecting individuals' attitudes and preferences. The aim of this study is to reveal the relationship between consumers' domestic and foreign branded product preferences, their ethnocentric tendencies and their level of religiosity. In order to evaluate consumer preferences, mobile phone brands as an example of shopping goods and cold tea and chocolate brands as an example of convenience goods were determined as product groups in the research. As a result of the research, it was determined that the ethnocentric tendencies and religiousness levels of the participants differed in their tea and chocolate brand preferences. There was no difference in mobile phone brand preference.

Anahtar Kelimeler

: Ethnocentric tendency religiosity consumer preference

Kaynakça

  • Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research, 34(3), 347-356.
  • Abbott, N., & Cameron, L. (2014). What makes a young assertive bystander? The effect of intergroup contact, empathy, cultural openness, and in‐group bias on assertive bystander intervention intentions. Journal of Social Issues, 70(1), 167-182.
  • Adorno, T. W., Frenkel, B.E., Levinson, D., and Sanford, R. N., (1950), The Authoritarian Personality, NY:Harper. Advances in Consumer Research, Vol. 2, pp 167-79.
  • Akgül, M. (2004), “Yaşlılık ve dindarlık, dindarlık, hayattan zevk alma ve mutluluk ilişkisi, konya huzurevi örneği”, Dini Araştırmalar 7 (19), 19-56.
  • Allport, G. W., and Ross, J. M., (1967), “Personal religious orientation and prejudice”, Journal of Personality and Social Psychology, 5:4, 432- 443.
  • Balabanis, G., Diamantopoulos, A., Mueller, .R. D., and Melewar, T. C., (2001), “The Impact of Nationalism, Patriotism and Internationalism on Consumer Ethnocentric, Tendencies”, Journal of International Business Studies, 32:1, 157-175.
  • Bannister, J. P., and Saunders, J. A., (1978), “UK Consumers’ Attitudes Towards Imports: The Measurement of National Stereotype Image”, European Journal of Marketing, 12:8, 562-570.
  • Baughn, C.C. and Yaprak, A., (1996), “Economic Nationalism: Conceptual and Empirical Development”, Political Psychology, 17:4, 759-778.
  • Berkman, H.W. and Gilson, C. (1978), Consumer Behavior: Concepts and Strategies, Dickenson Publishing Co., Inc., Encino, CA.
  • Catton, W. R., (1960), “The functions and dysfunctions of ethnocentrism: a theory”, Social Problems, 8, 201-211.
  • Delener, N. (1990). The effects of religious factors on perceived risk in durable goods purchase decisions. Journal of Consumer Marketing, 7(3), 27-38.
  • DelVecchio, D. (2001). “Consumer Perceptions of Private Label Quality: The Role of Product Category Characteristics and Consumer Use of Heuristics”, Journal of Retailing and Consumer Services, 8(5), 239-249.
  • Drever, J. (1952). A dictionary of psychology.
  • Druckman, D., (1994), “Nationalism, Patriotism, and Group Loyalty: A Psychological Perspective”, Mershon International Studies Review, 38, 43-68.
  • Essoo, N., & Dibb, S. (2004). Religious influences on shopping behaviour: An exploratory study. Journal of marketing management, 20(7-8), 683-712.
  • Faulkner, J. E., & De Jong, G. F. (1966). Religiosity in 5-D: An empirical analysis. Social forces, 45(2), 246-254.
  • Good, L.K and Huddleston, P. (1995), “Ethnocentrism of Polish and Russian consumers: Are feelings and intentions related?”, International Marketing Review, 12(5): 35-48.
  • Guthrie, Michelle, Kim, Hye-Shin Ve Jung, Jaehee, (2008), “The Effects of Facial Image and Cosmetic Usage on Perceptions of Brand Personality”, Journal of Fashion Marketing and Management, Vol. 12 No. 2, pp. 164-181
  • Han, C. M., (1988), “The Role of Consumer Patriotism in the Choice of Domestic Versus Foreign Products”, Journal of Advertising Research, 2:5, 25-32.
  • Harris, E. G., & Fleming, D. E. (2005). Assessing the human element in service personality formation: personality congruency and the Five Factor Model. Journal of Services Marketing, 19(4), 187-198.
  • Haşıloğlu, S. B., & Çubukçuoğlu (2016), E. The Influence of the Religiosity Phenomenon on the Choice of Cars and Yogurt Brands. Pamukkale Journal of Eurasian Socioeconomic Studies, 3(2), 16-30.
  • Himmelfarb, H. S. (1975). Measuring religious involvement. Social Forces, 53(4), 606-618.
  • Howard, D. G., (1989), “Understanding how American consumers formulate their attitudes about foreign products”, Journal of International Consumer Marketing, 2:2, 7-24.
  • Hofstede, G. (1984). Culture's consequences: International differences in work-related values (Vol. 5). sage.
  • Hui, C. H., & Triandis, H. C. (1986). Individualism-collectivism: A study of cross-cultural researchers. Journal of cross-cultural psychology, 17(2), 225-248.
  • Javalgi, R. G., Khare, V. P., Gross, A.C., and Scherer, R.F, (2005), “An application of the consumer ethnocentrism model to French consumers”, International Business Review, 14: 325-344.
  • Keegan, W. J., ve Green, M. C. (2008). Global Marketing, 5th Edition. Pearson Internatinal Edition
  • King, M. (1967). Measuring the religious variable: Nine proposed dimensions. Journal for the Scientific Study of Religion, 173-190.
  • King, M. B., ve Hunt, R. A. (1969). Measuring the religious variable: Amended findings. Journal for the Scientific Study of Religion, 8(2), 321-323.
  • King, M. B., ve Hunt, R. A. (1975). Measuring the religious variable: National replication. Journal for the Scientific Study of religion, 13-22. Kurt, A. (2009). Dindarlığı etkileyen faktörler. Uludağ Üniversitesi İlahiyat Fakültesi Dergisi, 18(2).
  • Lavrič, M., & Flere, S. (2008). The role of culture in the relationship between religiosity and psychological well-being. Journal of Religion and Health, 47(2), 164-175.
  • Lenski, G., Smith, J. W., & Jamison, A. L. (1963). The religious factor. Science and Society, 27(3).
  • Markin, R.J. (1974), Consumer Behavior: A Cognitive Orientation, Macmillan Publishing Co., Inc., New York, NY.
  • Martinez, L.T., Ibanez-Zapata, J. and Barrio-Garcia, S., (2000), “Consumer ethnocentrism: An assessment of the reliability and validity of the CETSCALE in Spain”. European Journal of Marketing, 34 (11/12), 1353-1374.
  • Mihalyi, L. J., (1984), “Ethnocentrism vs. Nationalism: Origin and Fundamental Aspects of a Major Problem for the Future”, Humboldt Journal of Social Relations, 12:1, 95-113.
  • Mokhlis, S. (2008). Consumer religiosity and the importance of store attributes. The Journal of Human Resource and Adult Learning, 4(2), 122-133.
  • Morello, G., (1984), “The “made in” issue: a comparative research on the image of domestic and foreign products”, European Research, 12, January, 5-21.
  • Mucuk, İ. Pazarlama İlkeleri, Türkmen Kitabevi, İstanbul.
  • Nagashima, A., (1970), “A comparison of Japanese and US Attitudes Toward Foreign Products”, Journal of Marketing, 34, January, 68 74.
  • Nesdale, D., & Todd, P. (2000). Effect of contact on intercultural acceptance: A field study. International Journal of Intercultural Relations, 24(3), 341-360.
  • Odabaşı, Y. ve Gülfidan Barış (2003), Tüketici Davranışı, İstanbul: MediaCat Akademi
  • Okechuku, C. (1994). The importance of product country of origin: a conjoint analysis of the United States, Canada, Germany and The Netherlands. European Journal of Marketing, 28(4), 5-19.
  • Onay, A. (2001). Dindarlık ölçme çalışmaları: Dindarlık ölçümünde üç farklı yaklaşım ve ölçmenin esasları. İslami Araştırmalar Dergisi, 14(3-4), 439-449.
  • Oyserman, D., Coon, H. M., & Kemmelmeier, M. (2002). Rethinking individualism and collectivism: evaluation of theoretical assumptions and meta-analyses. Psychological bulletin, 128(1), 3.
  • Poel, D. V. D., & Leunis, J. (1996). Perceived risk and rise reduction strategies in mail-order versus retail store buying. International Review of Retail, Distribution and Consumer Research, 6(4), 351-371.
  • Seyidov, İ.(2015). Tüketicilerin Davranışlarında Şekillendirici Bir Faktör Olarak İslami Bağlılık. Selçuk İletişim, 9(1), 388-409.
  • Shankarmahesh, M. N. (2006). Consumer ethnocentrism: an integrative review of its antecedents and consequences. International Marketing Review, 23(2), 146-172.
  • Sharma, S., T.A. Shimp, J. Shin. (1995). Consumer Ethnocentrism: A Test of Antecedents and Moderators. Journal of The Academy of Marketing Science. 23, 26-37.
  • Shimp, T.A. ve S. Sharma. (1987). Consumer Ethnocentrism: Construction and Validation of The CETSCALE. Journal of Marketing Research. 24(3), 280- 289.
  • Sinkovics, R., & Holzmüller, H. (1994). Ethnocentrism. A key determinant in international corporate strategy formulation?.
  • Sumner, W.G., (1906), Folkways: The Sosiological Importance of Usages, Manners, Customs, Mores, and Morals, NY:Ginn&Co.
  • Triandis, H. C., Brislin, R., & Hui, C. H. (1988). Cross-cultural training across the individualism-collectivism divide. International journal of intercultural relations, 12(3), 269-289.
  • Waterman, A. S. (1984). “Identity formation: Discovery or creation?”. The Journal of Early Adolescence, 4(4), 329-341.

Tüketicilerin Marka Tercihlerine Göre Etnosentrik Eğilim ve Dindarlık Düzeyleri

Yıl 2022, Cilt: 9 Sayı: 2, 342 - 354, 29.12.2022

Tuğçe Aksoy Erkatrancı Duygu Koçoğlu Selçuk Burak Haşıloğlu

https://doi.org/10.47097/piar.1173847

Öz

Küreselleşme tüketici pazarlarının birbirine benzer hale gelmesine ve kültürler arası etkileşimin gerçekleşmesine neden olmaktadır. Bununla birlikte tüketici pazarlarını etkileyen ve farklılaştıran kültürel faktörlerin etkisi de gözardı edilmemekte, etnosentrizm ve dindarlık kavramları bireylerin tutumlarını ve tercihlerini etkileyen önemli faktörler olarak literatürde tartışılmaktadır. Bu çalışmanın amacı tüketicilerin yerli ve yabancı markalı ürün tercihleri ile etnosentrik eğilimleri ve dindarlık düzeyleri arasındaki ilişkiyi ortaya çıkarmaktır. Tüketici tercihlerini değerlendirmek için beğenmeli mallardan cep telefonu markaları, kolayda mallardan ise soğuk çay ve çikolata markaları araştırmada ürün grupları olarak belirlenmiştir. Araştırma sonucunda katılımcıların etnosentrik eğilimlerinin ve dindarlık düzeylerinin, çay ve çikolata marka tercihlerinde farklılık gösterdiği tespit edilmiştir. Cep telefonu marka tercihinde ise herhangi bir farklılık bulunamamıştır.

Anahtar Kelimeler

: Etnosentrik eğilim dindarlık tüketici tercihi

Kaynakça

  • Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research, 34(3), 347-356.
  • Abbott, N., & Cameron, L. (2014). What makes a young assertive bystander? The effect of intergroup contact, empathy, cultural openness, and in‐group bias on assertive bystander intervention intentions. Journal of Social Issues, 70(1), 167-182.
  • Adorno, T. W., Frenkel, B.E., Levinson, D., and Sanford, R. N., (1950), The Authoritarian Personality, NY:Harper. Advances in Consumer Research, Vol. 2, pp 167-79.
  • Akgül, M. (2004), “Yaşlılık ve dindarlık, dindarlık, hayattan zevk alma ve mutluluk ilişkisi, konya huzurevi örneği”, Dini Araştırmalar 7 (19), 19-56.
  • Allport, G. W., and Ross, J. M., (1967), “Personal religious orientation and prejudice”, Journal of Personality and Social Psychology, 5:4, 432- 443.
  • Balabanis, G., Diamantopoulos, A., Mueller, .R. D., and Melewar, T. C., (2001), “The Impact of Nationalism, Patriotism and Internationalism on Consumer Ethnocentric, Tendencies”, Journal of International Business Studies, 32:1, 157-175.
  • Bannister, J. P., and Saunders, J. A., (1978), “UK Consumers’ Attitudes Towards Imports: The Measurement of National Stereotype Image”, European Journal of Marketing, 12:8, 562-570.
  • Baughn, C.C. and Yaprak, A., (1996), “Economic Nationalism: Conceptual and Empirical Development”, Political Psychology, 17:4, 759-778.
  • Berkman, H.W. and Gilson, C. (1978), Consumer Behavior: Concepts and Strategies, Dickenson Publishing Co., Inc., Encino, CA.
  • Catton, W. R., (1960), “The functions and dysfunctions of ethnocentrism: a theory”, Social Problems, 8, 201-211.
  • Delener, N. (1990). The effects of religious factors on perceived risk in durable goods purchase decisions. Journal of Consumer Marketing, 7(3), 27-38.
  • DelVecchio, D. (2001). “Consumer Perceptions of Private Label Quality: The Role of Product Category Characteristics and Consumer Use of Heuristics”, Journal of Retailing and Consumer Services, 8(5), 239-249.
  • Drever, J. (1952). A dictionary of psychology.
  • Druckman, D., (1994), “Nationalism, Patriotism, and Group Loyalty: A Psychological Perspective”, Mershon International Studies Review, 38, 43-68.
  • Essoo, N., & Dibb, S. (2004). Religious influences on shopping behaviour: An exploratory study. Journal of marketing management, 20(7-8), 683-712.
  • Faulkner, J. E., & De Jong, G. F. (1966). Religiosity in 5-D: An empirical analysis. Social forces, 45(2), 246-254.
  • Good, L.K and Huddleston, P. (1995), “Ethnocentrism of Polish and Russian consumers: Are feelings and intentions related?”, International Marketing Review, 12(5): 35-48.
  • Guthrie, Michelle, Kim, Hye-Shin Ve Jung, Jaehee, (2008), “The Effects of Facial Image and Cosmetic Usage on Perceptions of Brand Personality”, Journal of Fashion Marketing and Management, Vol. 12 No. 2, pp. 164-181
  • Han, C. M., (1988), “The Role of Consumer Patriotism in the Choice of Domestic Versus Foreign Products”, Journal of Advertising Research, 2:5, 25-32.
  • Harris, E. G., & Fleming, D. E. (2005). Assessing the human element in service personality formation: personality congruency and the Five Factor Model. Journal of Services Marketing, 19(4), 187-198.
  • Haşıloğlu, S. B., & Çubukçuoğlu (2016), E. The Influence of the Religiosity Phenomenon on the Choice of Cars and Yogurt Brands. Pamukkale Journal of Eurasian Socioeconomic Studies, 3(2), 16-30.
  • Himmelfarb, H. S. (1975). Measuring religious involvement. Social Forces, 53(4), 606-618.
  • Howard, D. G., (1989), “Understanding how American consumers formulate their attitudes about foreign products”, Journal of International Consumer Marketing, 2:2, 7-24.
  • Hofstede, G. (1984). Culture's consequences: International differences in work-related values (Vol. 5). sage.
  • Hui, C. H., & Triandis, H. C. (1986). Individualism-collectivism: A study of cross-cultural researchers. Journal of cross-cultural psychology, 17(2), 225-248.
  • Javalgi, R. G., Khare, V. P., Gross, A.C., and Scherer, R.F, (2005), “An application of the consumer ethnocentrism model to French consumers”, International Business Review, 14: 325-344.
  • Keegan, W. J., ve Green, M. C. (2008). Global Marketing, 5th Edition. Pearson Internatinal Edition
  • King, M. (1967). Measuring the religious variable: Nine proposed dimensions. Journal for the Scientific Study of Religion, 173-190.
  • King, M. B., ve Hunt, R. A. (1969). Measuring the religious variable: Amended findings. Journal for the Scientific Study of Religion, 8(2), 321-323.
  • King, M. B., ve Hunt, R. A. (1975). Measuring the religious variable: National replication. Journal for the Scientific Study of religion, 13-22. Kurt, A. (2009). Dindarlığı etkileyen faktörler. Uludağ Üniversitesi İlahiyat Fakültesi Dergisi, 18(2).
  • Lavrič, M., & Flere, S. (2008). The role of culture in the relationship between religiosity and psychological well-being. Journal of Religion and Health, 47(2), 164-175.
  • Lenski, G., Smith, J. W., & Jamison, A. L. (1963). The religious factor. Science and Society, 27(3).
  • Markin, R.J. (1974), Consumer Behavior: A Cognitive Orientation, Macmillan Publishing Co., Inc., New York, NY.
  • Martinez, L.T., Ibanez-Zapata, J. and Barrio-Garcia, S., (2000), “Consumer ethnocentrism: An assessment of the reliability and validity of the CETSCALE in Spain”. European Journal of Marketing, 34 (11/12), 1353-1374.
  • Mihalyi, L. J., (1984), “Ethnocentrism vs. Nationalism: Origin and Fundamental Aspects of a Major Problem for the Future”, Humboldt Journal of Social Relations, 12:1, 95-113.
  • Mokhlis, S. (2008). Consumer religiosity and the importance of store attributes. The Journal of Human Resource and Adult Learning, 4(2), 122-133.
  • Morello, G., (1984), “The “made in” issue: a comparative research on the image of domestic and foreign products”, European Research, 12, January, 5-21.
  • Mucuk, İ. Pazarlama İlkeleri, Türkmen Kitabevi, İstanbul.
  • Nagashima, A., (1970), “A comparison of Japanese and US Attitudes Toward Foreign Products”, Journal of Marketing, 34, January, 68 74.
  • Nesdale, D., & Todd, P. (2000). Effect of contact on intercultural acceptance: A field study. International Journal of Intercultural Relations, 24(3), 341-360.
  • Odabaşı, Y. ve Gülfidan Barış (2003), Tüketici Davranışı, İstanbul: MediaCat Akademi
  • Okechuku, C. (1994). The importance of product country of origin: a conjoint analysis of the United States, Canada, Germany and The Netherlands. European Journal of Marketing, 28(4), 5-19.
  • Onay, A. (2001). Dindarlık ölçme çalışmaları: Dindarlık ölçümünde üç farklı yaklaşım ve ölçmenin esasları. İslami Araştırmalar Dergisi, 14(3-4), 439-449.
  • Oyserman, D., Coon, H. M., & Kemmelmeier, M. (2002). Rethinking individualism and collectivism: evaluation of theoretical assumptions and meta-analyses. Psychological bulletin, 128(1), 3.
  • Poel, D. V. D., & Leunis, J. (1996). Perceived risk and rise reduction strategies in mail-order versus retail store buying. International Review of Retail, Distribution and Consumer Research, 6(4), 351-371.
  • Seyidov, İ.(2015). Tüketicilerin Davranışlarında Şekillendirici Bir Faktör Olarak İslami Bağlılık. Selçuk İletişim, 9(1), 388-409.
  • Shankarmahesh, M. N. (2006). Consumer ethnocentrism: an integrative review of its antecedents and consequences. International Marketing Review, 23(2), 146-172.
  • Sharma, S., T.A. Shimp, J. Shin. (1995). Consumer Ethnocentrism: A Test of Antecedents and Moderators. Journal of The Academy of Marketing Science. 23, 26-37.
  • Shimp, T.A. ve S. Sharma. (1987). Consumer Ethnocentrism: Construction and Validation of The CETSCALE. Journal of Marketing Research. 24(3), 280- 289.
  • Sinkovics, R., & Holzmüller, H. (1994). Ethnocentrism. A key determinant in international corporate strategy formulation?.
  • Sumner, W.G., (1906), Folkways: The Sosiological Importance of Usages, Manners, Customs, Mores, and Morals, NY:Ginn&Co.
  • Triandis, H. C., Brislin, R., & Hui, C. H. (1988). Cross-cultural training across the individualism-collectivism divide. International journal of intercultural relations, 12(3), 269-289.
  • Waterman, A. S. (1984). “Identity formation: Discovery or creation?”. The Journal of Early Adolescence, 4(4), 329-341.
Toplam 53 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Araştırma Makaleleri
Yazarlar

Tuğçe Aksoy Erkatrancı 0000-0001-6217-1364

Duygu Koçoğlu 0000-0003-4576-0567

Selçuk Burak Haşıloğlu 0000-0003-4512-6531

Yayımlanma Tarihi 29 Aralık 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 9 Sayı: 2

Kaynak Göster

APA Aksoy Erkatrancı, T., Koçoğlu, D., & Haşıloğlu, S. B. (2022). Tüketicilerin Marka Tercihlerine Göre Etnosentrik Eğilim ve Dindarlık Düzeyleri. Pamukkale Üniversitesi İşletme Araştırmaları Dergisi, 9(2), 342-354. https://doi.org/10.47097/piar.1173847
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