Investigation on the Effect of Conspicuous Consumption and Brand Equity on the Purchasing Intention of Premium Branded Products

Yıl 2024, Cilt: 21 Sayı: 3, 159 - 174, 30.05.2024

Duygu Baysal Kurt , Adnan Kara

https://doi.org/10.26466/opusjsr.1439999

Öz

Economic stability have a significant impact on consumer behavior. There are many studies in the literature showing that consumer behavior changes during economic instability. In addition, studies on the change in behavior towards premium branded products during these periods reveal that consumers’ demand for such products shifts to other products of the same brand. The study aims to examine the effect of perceived design value on brand value, brand prestige on conspicuous consumption, and conspicuous consumption and brand value on purchasing intention of premium branded products. In other words, Within the framework of consumer behavior towards premium branded products, this study examines the purchase intention of premium branded products during economic crises and also investigates the effect of conspicuous consumption and brand equity on this purchase intention. This study examines the purchase intention of premium branded products during economic crises and also investigates the effect of conspicuous consumption and brand equity on this purchase intention. Snowball sampling is used in sample selection, and data is collected using the survey method from 426 people. The results of the analysis show that there is a strong relationship between conspicuous consumption and the intention to pay high prices for premium branded products. A significant and positive direct relationship was found between brand equity and the intention to pay high pricess for premium branded products. In addition, a significant and positive relationship was found between brand prestige and conspicuous consumption. Finally, a significant and positive relationship was found between perceived design value and brand equity.

Anahtar Kelimeler

Economic crises, Premium branded products, Conspicuous consumption, Brand equity, Purchasing intention

Gösterişçi Tüketim ve Marka Değerinin Premium Markalı Ürünlerin Satın Alma Niyetine Etkisinin İncelenmesi

Öz

Ekonomik istikrarın tüketici davranışları üzerinde önemli bir etkisi vardır. Literatürde ekonomik istikrarsızlık dönemlerinde tüketici davranışlarının değiştiğini gösteren pek çok çalışma bulunmaktadır. Ayrıca bu dönemlerde premium markalı ürünlere yönelik davranış değişikliğine ilişkin çalışmalar, tüketicilerin bu tür ürünlere olan talebinin aynı markanın diğer ürünlerine kaydığını ortaya koymaktadır. Bu çalışma, algılanan tasarım değerinin marka değeri üzerindeki, marka prestijinin gösterişçi tüketim üzerindeki, gösterişçi tüketim ve marka değerinin premium markalı ürünlerin satın alma niyeti üzerindeki etkisini incelemeyi amaçlamaktadır. Başka bir ifadeyle, tüketicinin premium markalı ürünlere yönelik davranışları çerçevesinde, bu çalışma ekonomik krizler sırasında premium markalı ürünlerin satın alma niyetini incelemekte ve ayrıca gösterişçi tüketimin ve marka değerinin bu satın alma niyeti üzerindeki etkisini araştırmaktadır. Örneklem seçiminde kartopu örneklemesi kullanılmış olup, 426 kişiden anket yöntemiyle veri toplanmıştır. Analiz sonuçları gösterişçi tüketim ile premium markalı ürünlere yüksek fiyat ödeme niyeti arasında güçlü bir ilişki olduğunu göstermektedir. Marka değeri ile premium markalı ürünlere yüksek fiyat ödeme niyeti arasında anlamlı ve pozitif bir doğrudan ilişki bulunmuştur. Buna ek olarak marka prestiji ile gösterişçi tüketim arasında anlamlı ve pozitif bir ilişki bulunmuştur. Son olarak algılanan tasarım değeri ile marka değeri arasında anlamlı ve pozitif bir ilişki bulunmuştur.

Anahtar Kelimeler

Ekonomik krizler, Premium markalı ürünler, Gösterişçi tüketim, Marka değeri, Satın alma niyeti

Kaynakça

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