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KÜRESEL TÜKETİM ODAKLILIK, TÜKETİCİ YENİLİKÇİLİĞİ, KÜRESEL VE YEREL MARKA TUTUMLARI AÇISINDAN KÜMELEME ANALİZİ İLE PAZAR BÖLÜMLEME

Year 2020, Issue: 27, 159 - 178, 08.04.2020
https://doi.org/10.18092/ulikidince.609124

Abstract

Küreselleşme
ile birlikte değişmeye başlayan tüketici beklentileri ve davranışlarının analiz
edilmesi hem küresel hem de yerel ölçekte faaliyet gösteren firmalar için doğru
hedef pazarların seçimi ve uygun pazarlama stratejilerinin geliştirilmesinde
önem taşımaktadır. Bu çalışmada tüketicilerin tüketim davranışlarını etkileyen
faktörler arasında yer alan küresel tüketim odaklılık, yenilikçilik ve küresel marka
tutumları incelenerek, genç tüketicilerin bu faktörler bazında farklı pazar
bölümleri oluşturacak şekilde doğal kümelere sahip olup olmadıkları tespit
edilmeye çalışılmıştır. Bu amaçla kolayda örnekleme yöntemi ile 600 üniversite
öğrencisi üzerinde bir anket çalışması yapılmıştır. Araştırma bulguları genç
tüketicilerin bu faktörler açısından üç farklı küme oluşturduğunu ortaya
koymuştur.

References

  • Aaker, D.A. ve Joachimsthaler, E. (1999). The Lure of Global Branding. Harvard Business Review. 77, 137-146.
  • Adams, S. (2008). Globalization and Income Inequality: Implications for Intellectual Property Rights, Journal of Policy Modeling, 30 (5): 725-730.
  • Aldàs-Manzano E.T., Alden, D. L., Steenkamp, J.-B. E. M. ve Batra, R. (1999). Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture, The Journal of Marketing, 63(1),75-87.
  • Alden, D. L., Steenkamp, J. B. E. ve Batra, R. (2006). Consumer Attitudes Toward Marketplace Globalization: Structure, Antecedents and Consequences. International Journal of Rese-arch in Marketing. 23.3, 227-239.
  • Alden, D. L., Steenkamp, J. B. E. ve Batra, R. (1999). Brand Positioning Through Advertising in Asia, North America and Europe: The Role of Global Consumer Culture, Journal of Marketing, 63(1), 75–87.
  • AMA (2014). Dictonary : Global Brand. https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=G. (21.04.2019).
  • Assink, M..(2006). Inhibitors of Disruptive Innovation Capability: A Conteptual Model. European Journal of Innovation Management, 9 (2), 215-233.
  • Bartels J. ve Reinders M.,J. (2011). Consumer Innovativeness And Its Correlates: A Propositional Inventory For Future Research. Journal of Business Research 64, 601–609.
  • Batory, S.S., Neese, W., Batory, A.H. (2005). Ethical Marketing Practices: An Investigation of Ante-cedents, Innovativeness and Business Performance. Journal of American Academy of Bu-siness, 6 (2), 135-142.
  • Batra, R.,Ramaswamy, V., Alden, D.L., Steenkamp, J-B. E. M., ve Ramachander, S. (2000). Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries. Journal of Consumer Psychology, 9 (2), 83–95.
  • Bhattacherjee, A. (2012). Social Science Research: Principles, Methods, and Practices", Textbooks Collection. 3.
  • Citrin, A. V., Sprott, D. E., Silverman, S. N., ve Stem, D. E., Jr. (2000). Adoption of Internet Shopping: The Role of Consumer Innovativeness. Industrial Management & Data Systems, 100(7), 294−300.
  • Cleveland, M., Laroche, M., & Hallab, R. (2013). Globalization, culture, religion, and values: Com-paring consumption patterns of Lebanese Muslims and Christians. Journal of Business Research, 66(8), 958-967.
  • Çokluk, Ö., Şekercioğlu, G. ve Büyüköztürk, Ş. (2014). Sosyal Bilimler İçin Çok Değişkenli İstatistik: SPSS ve Lisrel Uygulamaları, 4. Baskı, Pegem Akademi, Ankara.
  • Dimofte, C. V., Johansson, J. K. ve Bagozzi, R. P. (2010). Global Brands in the United States: How Consumer Ethnicity Mediates The Global Brand Effect. Journal of International Marketing, 18 (3) , 81-106.
  • Douglas, S. P.ve Craig, C. S. (1997). The Changing Dynamic of Consumer Behavior: Implications for Cross-Cultural Research. International Journal of Research in Marketing,14(4), 379–395.
  • Douglas, S. P. ve Craig, C. S. (2006). On Improving the Conceptual Foundations of International Marketing. Journal of International Marketing, 14(1), 1–22.
  • Erciş , A. ve Yıldız, T. (2017). Sosyal Medyanın Markaya Yönelik Tutum ve Satın Alma Niyetine Etki-leri. Atatürk Üniversitsi İktisadi ve İdari Bilimler Dergisi, 31(2), 243- 256.Fonseca, T. (2014). Combining Product and Process Innovation: Is Organizational Innovation the crucial complement?. DRUID Academy Conference in Rebild, Aalborg, Denmark on Janu-ary, 15-17: 1-24.
  • Guo, X. (2013). Living in a Global World: Influence of Consumer Global Orientation on Attitudes Toward Global Brands from Developed Versus Emerging Countries, Journal of Internati-onal Marketing, 21( 1), 1-22.
  • Holt D. B., Quelch, J. A. ve Taylor, E. L. (2004). How Global Brands Compete?. Harvard Business Review. 82(9), 68-75.
  • Im, S., Bayus, B. L. ve Mason, C. H. (2003). An empirical study of innate consumer innovativeness, personal characteristics and new-product adoption behavior. Journal of the Academy of Marketing Science, 31(1), 61−73.
  • Im, S., Mason, C.H. ve Houston, M.B. (2007). Does Innate Consumer İnnovativeness Relate to New Product/Service Adoption Behavior? The İntervening Role of Social Learning via Vicarious Innovativeness. Journal of the Academic Marketing Science,35(1),63–75.
  • Karanfil, N. (2015). Küreselleşmenin Tüketim Kültürü ve Davranışı Üzerine Etkisi, (Yayınlanmamış Doktora Tezi), Hacettepe Üniversitesi Sosyal Bilimler Enstitüsü, Ankara.
  • Karataş, A. ve Altunışık, R. (2016). Küresel Markalara Yönelik Tutumları Etkileyen Faktörler. İşletme Bilimi Dergisi, 4(2), 143-168.
  • Kellner, D. (2002). Theorizing Globalization. Sociological Theory, 20 (3): 285-305.
  • Kim, E. S. (2004). The Meanings of The Global Brand: A Perspective from the Korean Consumers. Yayınlanmamış Doktora Tezi. Hawaii: University of Hawaii at Manoa.
  • Kjeldgaard, D. ve Askegaard, S. (2006). The Glocalization of Youth Culture: The Global, Youth Segment as Structures of Common Difference. Journal of Consumer Research,33, 231–247 September.
  • Köker, N.E. ve Maden, D.( 2012). Hazcı ve Faydacı Tüketim Bağlamında Tüketicinin Ürün Temelli Yenilikçiliği Algılaması: Amprik Bir Araştırma. İşletme Araştırmaları Dergisi, 4(2), 94-121.
  • Kudeshia C. ve Kumar A. (2017). Social eWOM: Does It Affect the Brand Attitude and Purchase Intention of Brands? Management Research Review, 40 (3), 310-330.
  • Lee, E.-B., Lee, S. ve Yang, G.-G. (2017). The Influences of Advertisement Attitude and Brand At-titude on Purchase Intention of Smartphone advertising. Industrial Management&Data Systems,117(6),
  • Liu, F, Li, J,Mizerski, D. ve Soh, H. (2012). Self-Congruity, Brand Attitude, and Brand Loyalty: A Study on Luxury Brands. European Journal of Marketing, 46 (7), 922-937.
  • Malhotra, N.K. (2007). Marketing Research An Applied Orientation, Pearson Intenational Edition, Prentice Hall. New York.
  • Nacar R. ve Uray, N. (2015), Küresel ve Yerel Tüketici Kimliğinin Küresel Tüketim Eğilimine Etkisi. Tüketici ve Tüketim Araştırmaları Dergisi, 7 (2 ) 149-175.
  • Nakip, M. (2006). Pazarlama Araştırmaları: Teknikler ve (SPSS Destekli) Uygulamalar, Seçkin Kita-bevi, 2. Baskı, Ankara.
  • Nar, M. Ş. (2015), Küreselleşmenin Tüketim Kültürü Üzerindeki Etkisi: Teknoloji Tüketimi, Ulusla-rarası Sosyal Araştırmalar Dergisi, 8(37), 941-954.
  • Naseem, N., Verma, S. ve Yaprak, A. (2015). Global Brand Attitude, Perceived Value, Consumer Affinity, and Purchase Intentions: A Multidimensional View of Consumer Behavior and Global Brands. International Marketing in the Fast Changing World, (Advances in Inter-national Marketing), 26, 255-288.
  • Odabaşı, Y. (1999). Tüketim Kültürü Yetinen Toplumun Tüketen Topluma Dönüşümü. İstanbul: Sistem Yayıncılık.
  • Özsomer A, , Simonin B. L. (2004).Marketing Program Standarsization: A Cross-Country Explora-tion. International Journal of Research in Marketing,21,397-419.
  • Özbey, A.U. (2018). Küreselleşme Perspektifinden Tüketim Toplumunun Sosyolojik Okuması, USOBED Uluslararası Batı Karadeniz Sosyal Beşeri Bilimler Dergisi, (2(1): 1-11.
  • Özdamar, K. (2002). Paket Programlar İle İstatistiksel Veri Analizi, Kaan Kitabevi, Eskişehir.
  • Özkan P., Karataş Yücel E. ve Yücel E. (2018). Tüketici Yenilikçiliği ile Fonksiyonel Gıdalara Yönelik Tutum Arasındaki İlişki: Üniversite Öğrencileri Üzerine Bir Uygulama, Uluslararası İktisadi ve İdari İncelemeler Dergisi IJEAS, (17. UİK Özel Sayısı):265-280.
  • Park, C. W. ve Jun, B. (2003). Product Involvement and Product Knowledge: Moderating Roles of Product Type and Product Knowledge Type. Psychology and Marketing, 20(11),977-997.
  • Popa, I. L., Preda, G. ve Boldea, M. (2010). A Theoretical Approach of The Concept of Innovation. Managerial Challenges of the Contemporary Society. Proceedings, 151.
  • Prince M., Davies, M.A. P., Clevland M., ve Palihawadana, D. , (2016), Here, There and Everywhere: A Study of Consumer Centrism. International Marketing Review, 33(5) 715-754.
  • Riefler, P. (2012). Why Consumers Do (Not) Like Global Brands: The Role Of Globalization Attitude, Gco And Global Brand Origin, International Journal Of Research İn Marketing, Vol 29/1, 25-34.
  • Roehrich, G. (2004). Consumer Innovativeness — Concepts and measurements. Journal of Busi-ness Research, 57(6), 671−677.
  • Rogers, E. M. (2003). Diffusion of Innovations. New York: The Free Press.
  • Rogers, E. M. ve Shoemaker, F. F. (1971). Communications of Innovations. New York: The Free Press.
  • Sarıtaş A. ve Duran G. (2017). Küresel Marka Algısının Tüketici Davranışlarına Etkisi Üzerine Bir Araştırma. Bartın Üniversitesi İ.İ.B.F Dergisi, 8 (15), 325-342.
  • Schlegel A. (2001). The Global Spread of Adolescent Culture, Negotiating Adolecense in Times of Social Change (ed: L, J. Crockett ve R. K. Silbereisen).Cambridge University Press. 71-88, U.S.A.
  • Söylemez, C. ve Taşkın, E. (2015). Tüketicilerin Küresel Marka Algısı ve Satın Alma Niyeti Üzerindeki Etkisi. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 45, 34-48.
  • Spears, N. ve Surenda, N. S. (2004). Measuring Attitude Toward the Brand and Purchase Intenti-ons. Journal of Current Issues and Research in Advertising, 26 (2), 53-66.
  • Steenkamp, J.-B. E. M. ve ter Hofstede, F. (2002). International Market Segmentation: Issues and Perspectives. International Journal of Research in Marketing, 19, 185-213.
  • Strizhakova, Y., Coulter, R.A. and Price, L.L. (2011). Branding in a Global Marketplace: The Media-ting Effects of Quality and Self-Identity Brand Signals. International Journal of Research in Marketing, Vol. 28, pp. 342-351.
  • Uzkurt,C. (2007). Tüketicilerin Yenilikleri Benimseme Eğilimleri Üzerinde Kişisel Değerlerin Etkisi, Anadolu Üniversitesi Sosyal Bilimler Dergisi, 7 (2), 241-260.
  • Van Everdingen, Y.M., Aghina W.B. ve Fok D. (2005). Forecasting cross-population innovation dif-fusion: A Bayesian approach Author Links Open Overlay Panel . International Journal of Research in Marketing, 22, (3), 293-308.
  • Vandecasteele B. ve Geuens, M. (2010). Motivated Consumer Innovativeness: Concept, measu-rement, and validation, International Journal of Research in Marketing, 27, 308-318.
  • Westjohn, S. A., Singh, N. ve Magnusson, P. (2012). Responsiveness to Global and Local Consumer Culture Positioning: A Personality and Collective Identity Perspective. Journal of Interna-tional Marketing, 20(1), 58-73.
  • Zhang Y. ve Khare A. (2009). Consumers’ Local-Global Identity: Measurement. in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : As-sociation for Consumer Research, 41-44.

MARKET SEGMENTATİON WITH CLUSTER ANALYSIS BASED ON GLOBAL CONSUMPTİON ORIENTATION, CONSUMER INNOVATIVENESS, GLOBAL AND LOCAL BRAND ATTITUDES

Year 2020, Issue: 27, 159 - 178, 08.04.2020
https://doi.org/10.18092/ulikidince.609124

Abstract

Analyzing changes in consumer behavior and expectations over the course of globalization is vital for all firms trying to identify the right market to target, and to develop appropriate marketing strategies, irrespective of whether they serve to local or global markets. This paper investigates whether it is possible to study the behavior of young consumers after dividing them into natural clustered based on their global brand attitudes, global consumption orientation and innovativeness. Based on descriptive statistics, exploratory factor analysis and clustering analysis results obtained from a survey conducted with nearly 600 university students, the study concludes that young consumers could indeed be divided into three different clusters based on the characteristics considered in this research, allowing development of segment-specific marketing tools and policies.

References

  • Aaker, D.A. ve Joachimsthaler, E. (1999). The Lure of Global Branding. Harvard Business Review. 77, 137-146.
  • Adams, S. (2008). Globalization and Income Inequality: Implications for Intellectual Property Rights, Journal of Policy Modeling, 30 (5): 725-730.
  • Aldàs-Manzano E.T., Alden, D. L., Steenkamp, J.-B. E. M. ve Batra, R. (1999). Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture, The Journal of Marketing, 63(1),75-87.
  • Alden, D. L., Steenkamp, J. B. E. ve Batra, R. (2006). Consumer Attitudes Toward Marketplace Globalization: Structure, Antecedents and Consequences. International Journal of Rese-arch in Marketing. 23.3, 227-239.
  • Alden, D. L., Steenkamp, J. B. E. ve Batra, R. (1999). Brand Positioning Through Advertising in Asia, North America and Europe: The Role of Global Consumer Culture, Journal of Marketing, 63(1), 75–87.
  • AMA (2014). Dictonary : Global Brand. https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=G. (21.04.2019).
  • Assink, M..(2006). Inhibitors of Disruptive Innovation Capability: A Conteptual Model. European Journal of Innovation Management, 9 (2), 215-233.
  • Bartels J. ve Reinders M.,J. (2011). Consumer Innovativeness And Its Correlates: A Propositional Inventory For Future Research. Journal of Business Research 64, 601–609.
  • Batory, S.S., Neese, W., Batory, A.H. (2005). Ethical Marketing Practices: An Investigation of Ante-cedents, Innovativeness and Business Performance. Journal of American Academy of Bu-siness, 6 (2), 135-142.
  • Batra, R.,Ramaswamy, V., Alden, D.L., Steenkamp, J-B. E. M., ve Ramachander, S. (2000). Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries. Journal of Consumer Psychology, 9 (2), 83–95.
  • Bhattacherjee, A. (2012). Social Science Research: Principles, Methods, and Practices", Textbooks Collection. 3.
  • Citrin, A. V., Sprott, D. E., Silverman, S. N., ve Stem, D. E., Jr. (2000). Adoption of Internet Shopping: The Role of Consumer Innovativeness. Industrial Management & Data Systems, 100(7), 294−300.
  • Cleveland, M., Laroche, M., & Hallab, R. (2013). Globalization, culture, religion, and values: Com-paring consumption patterns of Lebanese Muslims and Christians. Journal of Business Research, 66(8), 958-967.
  • Çokluk, Ö., Şekercioğlu, G. ve Büyüköztürk, Ş. (2014). Sosyal Bilimler İçin Çok Değişkenli İstatistik: SPSS ve Lisrel Uygulamaları, 4. Baskı, Pegem Akademi, Ankara.
  • Dimofte, C. V., Johansson, J. K. ve Bagozzi, R. P. (2010). Global Brands in the United States: How Consumer Ethnicity Mediates The Global Brand Effect. Journal of International Marketing, 18 (3) , 81-106.
  • Douglas, S. P.ve Craig, C. S. (1997). The Changing Dynamic of Consumer Behavior: Implications for Cross-Cultural Research. International Journal of Research in Marketing,14(4), 379–395.
  • Douglas, S. P. ve Craig, C. S. (2006). On Improving the Conceptual Foundations of International Marketing. Journal of International Marketing, 14(1), 1–22.
  • Erciş , A. ve Yıldız, T. (2017). Sosyal Medyanın Markaya Yönelik Tutum ve Satın Alma Niyetine Etki-leri. Atatürk Üniversitsi İktisadi ve İdari Bilimler Dergisi, 31(2), 243- 256.Fonseca, T. (2014). Combining Product and Process Innovation: Is Organizational Innovation the crucial complement?. DRUID Academy Conference in Rebild, Aalborg, Denmark on Janu-ary, 15-17: 1-24.
  • Guo, X. (2013). Living in a Global World: Influence of Consumer Global Orientation on Attitudes Toward Global Brands from Developed Versus Emerging Countries, Journal of Internati-onal Marketing, 21( 1), 1-22.
  • Holt D. B., Quelch, J. A. ve Taylor, E. L. (2004). How Global Brands Compete?. Harvard Business Review. 82(9), 68-75.
  • Im, S., Bayus, B. L. ve Mason, C. H. (2003). An empirical study of innate consumer innovativeness, personal characteristics and new-product adoption behavior. Journal of the Academy of Marketing Science, 31(1), 61−73.
  • Im, S., Mason, C.H. ve Houston, M.B. (2007). Does Innate Consumer İnnovativeness Relate to New Product/Service Adoption Behavior? The İntervening Role of Social Learning via Vicarious Innovativeness. Journal of the Academic Marketing Science,35(1),63–75.
  • Karanfil, N. (2015). Küreselleşmenin Tüketim Kültürü ve Davranışı Üzerine Etkisi, (Yayınlanmamış Doktora Tezi), Hacettepe Üniversitesi Sosyal Bilimler Enstitüsü, Ankara.
  • Karataş, A. ve Altunışık, R. (2016). Küresel Markalara Yönelik Tutumları Etkileyen Faktörler. İşletme Bilimi Dergisi, 4(2), 143-168.
  • Kellner, D. (2002). Theorizing Globalization. Sociological Theory, 20 (3): 285-305.
  • Kim, E. S. (2004). The Meanings of The Global Brand: A Perspective from the Korean Consumers. Yayınlanmamış Doktora Tezi. Hawaii: University of Hawaii at Manoa.
  • Kjeldgaard, D. ve Askegaard, S. (2006). The Glocalization of Youth Culture: The Global, Youth Segment as Structures of Common Difference. Journal of Consumer Research,33, 231–247 September.
  • Köker, N.E. ve Maden, D.( 2012). Hazcı ve Faydacı Tüketim Bağlamında Tüketicinin Ürün Temelli Yenilikçiliği Algılaması: Amprik Bir Araştırma. İşletme Araştırmaları Dergisi, 4(2), 94-121.
  • Kudeshia C. ve Kumar A. (2017). Social eWOM: Does It Affect the Brand Attitude and Purchase Intention of Brands? Management Research Review, 40 (3), 310-330.
  • Lee, E.-B., Lee, S. ve Yang, G.-G. (2017). The Influences of Advertisement Attitude and Brand At-titude on Purchase Intention of Smartphone advertising. Industrial Management&Data Systems,117(6),
  • Liu, F, Li, J,Mizerski, D. ve Soh, H. (2012). Self-Congruity, Brand Attitude, and Brand Loyalty: A Study on Luxury Brands. European Journal of Marketing, 46 (7), 922-937.
  • Malhotra, N.K. (2007). Marketing Research An Applied Orientation, Pearson Intenational Edition, Prentice Hall. New York.
  • Nacar R. ve Uray, N. (2015), Küresel ve Yerel Tüketici Kimliğinin Küresel Tüketim Eğilimine Etkisi. Tüketici ve Tüketim Araştırmaları Dergisi, 7 (2 ) 149-175.
  • Nakip, M. (2006). Pazarlama Araştırmaları: Teknikler ve (SPSS Destekli) Uygulamalar, Seçkin Kita-bevi, 2. Baskı, Ankara.
  • Nar, M. Ş. (2015), Küreselleşmenin Tüketim Kültürü Üzerindeki Etkisi: Teknoloji Tüketimi, Ulusla-rarası Sosyal Araştırmalar Dergisi, 8(37), 941-954.
  • Naseem, N., Verma, S. ve Yaprak, A. (2015). Global Brand Attitude, Perceived Value, Consumer Affinity, and Purchase Intentions: A Multidimensional View of Consumer Behavior and Global Brands. International Marketing in the Fast Changing World, (Advances in Inter-national Marketing), 26, 255-288.
  • Odabaşı, Y. (1999). Tüketim Kültürü Yetinen Toplumun Tüketen Topluma Dönüşümü. İstanbul: Sistem Yayıncılık.
  • Özsomer A, , Simonin B. L. (2004).Marketing Program Standarsization: A Cross-Country Explora-tion. International Journal of Research in Marketing,21,397-419.
  • Özbey, A.U. (2018). Küreselleşme Perspektifinden Tüketim Toplumunun Sosyolojik Okuması, USOBED Uluslararası Batı Karadeniz Sosyal Beşeri Bilimler Dergisi, (2(1): 1-11.
  • Özdamar, K. (2002). Paket Programlar İle İstatistiksel Veri Analizi, Kaan Kitabevi, Eskişehir.
  • Özkan P., Karataş Yücel E. ve Yücel E. (2018). Tüketici Yenilikçiliği ile Fonksiyonel Gıdalara Yönelik Tutum Arasındaki İlişki: Üniversite Öğrencileri Üzerine Bir Uygulama, Uluslararası İktisadi ve İdari İncelemeler Dergisi IJEAS, (17. UİK Özel Sayısı):265-280.
  • Park, C. W. ve Jun, B. (2003). Product Involvement and Product Knowledge: Moderating Roles of Product Type and Product Knowledge Type. Psychology and Marketing, 20(11),977-997.
  • Popa, I. L., Preda, G. ve Boldea, M. (2010). A Theoretical Approach of The Concept of Innovation. Managerial Challenges of the Contemporary Society. Proceedings, 151.
  • Prince M., Davies, M.A. P., Clevland M., ve Palihawadana, D. , (2016), Here, There and Everywhere: A Study of Consumer Centrism. International Marketing Review, 33(5) 715-754.
  • Riefler, P. (2012). Why Consumers Do (Not) Like Global Brands: The Role Of Globalization Attitude, Gco And Global Brand Origin, International Journal Of Research İn Marketing, Vol 29/1, 25-34.
  • Roehrich, G. (2004). Consumer Innovativeness — Concepts and measurements. Journal of Busi-ness Research, 57(6), 671−677.
  • Rogers, E. M. (2003). Diffusion of Innovations. New York: The Free Press.
  • Rogers, E. M. ve Shoemaker, F. F. (1971). Communications of Innovations. New York: The Free Press.
  • Sarıtaş A. ve Duran G. (2017). Küresel Marka Algısının Tüketici Davranışlarına Etkisi Üzerine Bir Araştırma. Bartın Üniversitesi İ.İ.B.F Dergisi, 8 (15), 325-342.
  • Schlegel A. (2001). The Global Spread of Adolescent Culture, Negotiating Adolecense in Times of Social Change (ed: L, J. Crockett ve R. K. Silbereisen).Cambridge University Press. 71-88, U.S.A.
  • Söylemez, C. ve Taşkın, E. (2015). Tüketicilerin Küresel Marka Algısı ve Satın Alma Niyeti Üzerindeki Etkisi. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 45, 34-48.
  • Spears, N. ve Surenda, N. S. (2004). Measuring Attitude Toward the Brand and Purchase Intenti-ons. Journal of Current Issues and Research in Advertising, 26 (2), 53-66.
  • Steenkamp, J.-B. E. M. ve ter Hofstede, F. (2002). International Market Segmentation: Issues and Perspectives. International Journal of Research in Marketing, 19, 185-213.
  • Strizhakova, Y., Coulter, R.A. and Price, L.L. (2011). Branding in a Global Marketplace: The Media-ting Effects of Quality and Self-Identity Brand Signals. International Journal of Research in Marketing, Vol. 28, pp. 342-351.
  • Uzkurt,C. (2007). Tüketicilerin Yenilikleri Benimseme Eğilimleri Üzerinde Kişisel Değerlerin Etkisi, Anadolu Üniversitesi Sosyal Bilimler Dergisi, 7 (2), 241-260.
  • Van Everdingen, Y.M., Aghina W.B. ve Fok D. (2005). Forecasting cross-population innovation dif-fusion: A Bayesian approach Author Links Open Overlay Panel . International Journal of Research in Marketing, 22, (3), 293-308.
  • Vandecasteele B. ve Geuens, M. (2010). Motivated Consumer Innovativeness: Concept, measu-rement, and validation, International Journal of Research in Marketing, 27, 308-318.
  • Westjohn, S. A., Singh, N. ve Magnusson, P. (2012). Responsiveness to Global and Local Consumer Culture Positioning: A Personality and Collective Identity Perspective. Journal of Interna-tional Marketing, 20(1), 58-73.
  • Zhang Y. ve Khare A. (2009). Consumers’ Local-Global Identity: Measurement. in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : As-sociation for Consumer Research, 41-44.
There are 59 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Aydın Kayabaşı

Pınar Özkan

Publication Date April 8, 2020
Published in Issue Year 2020 Issue: 27

Cite

APA Kayabaşı, A., & Özkan, P. (2020). KÜRESEL TÜKETİM ODAKLILIK, TÜKETİCİ YENİLİKÇİLİĞİ, KÜRESEL VE YEREL MARKA TUTUMLARI AÇISINDAN KÜMELEME ANALİZİ İLE PAZAR BÖLÜMLEME. Uluslararası İktisadi Ve İdari İncelemeler Dergisi(27), 159-178. https://doi.org/10.18092/ulikidince.609124

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