Dış Görünümde Markalı Ürün Kullanma Bilincinin Gösterişçi Tüketim Üzerine Etkisi: Marka Duygusu ve Cinsiyetin Düzenleyici Rolü

Yıl 2020, Cilt: 15 Sayı: 59, 584 - 597, 31.07.2020

Emrah Tokgöz

https://doi.org/10.19168/jyasar.659279

Cited By: 1

Öz

Dış görünüş, bir kişinin sosyal etkileşim sürecinde sahip olduğu olumlu imajı temsil eder. Dış görünümde markalı ürün kullanma bilinci yüksek olan kişiler gösterişçi tüketim yapabilir. Bu davranışsal etkinin altında yatan temel neden marka duygusu olabilir. Çünkü marka duygusu, tüketici ve marka arasındaki ilişkiyi açıklamaya yardımcı olan kavram olarak kabul edilir. Diğer taraftan marka duygusu cinsiyet açısından farklılık gösterebilir. Buradan hareketle araştırmanın amacı, dış görünümde markalı ürün kullanma bilincinin gösterişçi tüketim üzerindeki etkisinde, marka duygusunun ve cinsiyetin düzenleyici rolünün belirlenmesidir. Araştırmada, dağıt topla yöntemiyle, kullanılabilir durumda 454 anket uygulanmıştır. SPSS programına yüklenerek kullanılan PROCESS Makro yazılımı, düzenleyici analizi yapılmasına yardımcı olmuştur. Sonuçlara göre dış görünümde markalı ürün kullanma bilincinin gösterişçi tüketim üzerindeki etkisi marka duygusu yüksek olan tüketicilerde daha fazla etkilidir. Bu etkinin, marka duygusu yüksek olan erkek tüketicilerde daha güçlü olduğu anlaşılmıştır. Sonuç bölümünde teorik tartışmanın ardından, pazarlama yöneticilerine markalı ürün pazarında uygulayabilecekleri potansiyel pazarlama stratejileri önerildi.

Anahtar Kelimeler

Dış Görünümde Markalı Ürün Kullanma Bilinci, Gösterişçi Tüketim, Marka Duygusu, PROCESS Makro Model

Impact of Face Consciousness on Conspicuous Consumption: The Moderating Role of Brand Affect and Gender

Öz

Face represents an individual’s claimed sense of positive image in the process of social interaction. Consumers with a high level of face consciousness may consume conspicuous using branded products. The main reason underlying this behavioral effect is defined as brand affect. Because brand affect is considered as a concept that helps explain the relationship between consumer and the brand. On the other hand, the force of brand affect may differ in terms of gender. From this point of view, the aim of the study is to reveal the moderating role of brand affect and gender in the relationship between face consciousness and conspicuous consumption. In the study, 454 usable completed questionnaires were received by using self-completion survey method. PROCESS Macro software, which was used by installing SPSS program, helped to perform moderating analysis. According to the results, it is revealed that the effect of face consciousness on the conspicuous consumption is more effective for consumers with high brand affect. This effect is more powerful for men with high brand affect. In the conclusion section, after theoretical discussions, marketing managers were advised potential marketing strategies that they could apply in the branded product market.

Anahtar Kelimeler

Face Consciousness, Conspicuous Consumption, Brand Affect, PROCESS Macro Model

Kaynakça

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