Author :
Abstract
Bu çalışmada temel olarak tüketici etnosentrizmi ile tüketici husumetinin X, Y ve Z kuşakları açısından incelenmesi amaçlanmıştır. Bunun yanında ikincil amacımız tüketici etnosentrizmi ile tüketici husumeti arasındaki ilişkinin incelenmesidir. Çalışmada betimsel analizler, güvenilirlik analizi, faktör analizi, korelasyon ve One Way ANOVA analizleri gibi tekniklerden yararlanılmıştır. Bu analizlerden elde edilen bulgulara göre Türk tüketicilerin etnosentrik eğilimleri dahil oldukları kuşaklara göre farklılık göstermektedir ve X kuşağının Y ve Z kuşağına göre daha fazla etnosentrik eğilim gösterdiği belirlenmiştir. Türk tüketicilerinin İsrail ürünlerine yönelik düşmanlıklarıyla ilgili genel bir değerlendirme yapıldığında ise; genel husumet en fazla X kuşağında görülmekte iken savaş husumeti ve ekonomik husumet en fazla Y kuşağında görülmüştür. Z kuşağı diğer iki kuşağa oranla İsrail’e daha az düşmani duygular taşımaktadır.
Keywords
Abstract
The main aim of this study is to examine consumer ethnocentrism and consumer animosity in terms of X, Y and Z generations. In addition, our secondary aim is to examine the correlation between consumer ethnocentrism and consumer animosity. Analyses such as descriptive analysis, reliability analysis, factor analysis, correlation and One Way ANOVA analysis were utilized in this study. According to the findings of these analyses, it was obtained that ethnocentric tendencies of Turkish consumers differ from each others in terms of generations and generation X shows more ethnocentric tendencies compared to Y and Z generations. When we make a general assessment concerning Turkish consumers hostilities for Israeli products, general animosity is seen at most in X generation while war animosity and economic animosity was seen at most in Y generation. Generation Z has less hostile emotions toward Israel than the other two generations.
Keywords
- Ang, S. H., Jung, K., Kau, A. K., Leong, S. M., Pornpitakpan, C. & Tan, S. J., (2004). “Animosity
- Ang, S. H., Jung, K., Kau, A. K., Leong, S. M., Pornpitakpan, C. & Tan, S. J., (2004). “AnimosityTowards Economic Giants: What the Little Guys Think”, Journal of Consumer Marketing, 21(3): 190-207.
- Amine, L. S., (2008). “Country-of-Origin, Animosity and Consumer Response:Marketingimplications of Anti-Americanism and Francophobia”, International Business Review, Elsevier, Science Direct, 17(2008): 402-422.
- Arsenault P. M., (2004). “Validating Generational Differences”, The Leadership and Organization Development Journal. 25(2).
- Bandara, W.M.C. & Miloslava, C., (2012). “Consumer Ethnocentrism and Attitudes TowardsForeign Beer Brands: With Evidence from Zlin Region in the Czech Republic”, Journal of Competitiveness, 4(2): 3-19.
- Bawa, A., (2004). “Consumer Ethnocentrism: CETSCALE Validation and Measurement of Extent”, Vikalpa, 29(3): 43-57.
- Bhuıan, S. N., (2013). “An Empirical Examination of Consumer Ethnocentrism”, Journal of Business and Economic Management, Academia Publishing, 1(4): 48-52.
- Brenner, L., (2013). “The Impacts of Country-Of-Origin and Ethnocentrism on Consumers’Product Evaluations: An empirical research study between Sweden and Germany”, MasterThesis in Communication, University of Gothenburg, Department of Applied Information Technology, Gothenburg, Sweden, May, 118s.
- Caruana, A., (1996). “The Effects of Dogmatism and Social Class Variables on Consumer Ethnocentrism in Malta”, Marketing Intelligence & Planning, 14(4): 39-44.
- Chowdhury, T. G., Mıcu, C. & Elahee, M., (2010). “Living in a Globalized World: Extending the Concept of Consumer Ethnocentrism”, OC12010, 11s.
- Costello, B., Lenholt, R. & Stryker, J., (2004). “Using Blackboard in Library Instruction:Addressing the Learning Styles of Generations X and Y”, The Journal of Academic Librarianship, 30(6): 452-460.
- Demir, F.O., & Kırdar, Y. (2007). Müşteri İlişkileri Yönetimi: CRM. Review of Social, Economic & Business Studies, 8:293-308.
- Edwards, R., Gut, A. M. & Mavondo, F., (2007). “Buyer animosity in business to businessmarkets: Evidence from the French nuclear tests”, Industrial Marketing Management, Elsevier, Science Direct, 36(2007): 483-492.
- Ettenson, R. & Klein, J. G., (2005). “The fallout from French nuclear testing in the South Pacific A longitudinal study of consumer boycotts”,
- Ferrin, P. F., Vilela, B. B., Klein, J. G. & Araujo, M. L. D. R., (2015). “Consumer Ethnocentrismand Consumer Animosity: Antecedents and Consequences”, International Journal of Emerging Markets, 10(1): 73-88.
- Fong, C. M., Lee, C. L. & Du, Y., (2015). “Consumer animosity and foreign direct investment: Aninvestigation of consumer responses”, International Business Review, Elsevier, Science Direct, 24(2015): 23-32.
- Getz, D. & Carlsen, J., (2008). “Wine Tourism among Generations X and Y”, Orıgınal Scıentıfıc Paper, 56(3): 257-269.
- Herche, J., (1994). “Ethnocentric Tendencies, Marketing Strategy and Import Purchase Behaviour”, International Marketing Review, 11(3): 4-16.
- Huang, Y., Phau, I. & Lin, C., (2010). “Effects of Animosity and Allocentrism on ConsumerEthnocentrism: Social Identity on Consumer Willingness to Purchase, Asia Pacific Management Review, 15(3): 359-376.
- Kaplan, B., (2013). “C Kuşağı Tüketici Davranışlarışları ve C Kuşağına Yönelik PazarlamaStratejileri: Türkiye’de GSM Sektörünün Bu Kuşağa Yaklaşımı-Turkcell Örneği”, KafkasÜniversitesi, İktisadi ve İdari Bilimler Fakültesi, Yerel Ekonomilerin Uluslararasılaşmasında Küresel Pazarlamanın Katkısı, ss.365-382.
- Klein, J. G., Ettenson, R. & Morris, M. D., (1998). “The Animosity Model of Foreign ProductPurchase: An Empirical Test in the People's Republic of China”, Journal of Marketing, 62(1): 82-100.
- Levickaite, R., (2011). “Generations x, y, z: How social networks form the concept of the world without borders (the case of Lithuania)”, LIMES: Cultural Regionalistics, 3(2): 170-183.
- Mann, S., John, J. P. (Ed.), (2000). “Education for Civic Engegament in Democracy: serviceLearning and Other Promising Practices, ERIC Clearinghouse for Social Studies/Social Science Education, India University, 179s.
- Mcgregor, J., (2008). “Generation X: The ‘Lost’ Generation?”, L’abri, 5s.
- Mengi, Z., (2009). “X, Y ve Z Kuşakları Birbirinden Çok Farklı”, Hürriyet İK, 11 Ekim, 14s.
- Mutlu, H. M., Çeviker, A. & Çirkin, Z., (2011). “Tüketici Etnosentrizmi ve Yabancı Ürün SatınAlma Niyeti: Türkiye ve Suriye Üzerine Karşılaştırmalı Analiz”, Sosyo Ekonomi, Ocak-Haziran, ss.51-74.
- Mccrindle Research, New Generations at Work: Attracting, Recruiting, Retraining & TrainingGeneration Y, (2006), http://www.mccrindle.com.au/wp_pdf/NewGenerationsAtWork.pdf, (25.05.2015).
- Mengi, Z., (2009). “Bb, X, Y ve Z Kuşakları Birbirinden Çoook Farklı” Hürriyet İK, 11 Ekim 2009. ss.14.
- Nijssen, E. J. & Douglas, S. P., (2004). “Examining the Animosity Model in a Country with a High Level Of Foreign Trade”, Intern. J. of Research in Marketing, 21: 23-38.
- Nisco, A., Mainolfi, G., Marino, V. & Napolitano, M. R., (2014). “The Influence of Animosity,Consumer Ethnocentrism and Country Image Perception on Product Receptivity. A Survey nn Italian Consumers”, 12s.
- Patterson, G., (2011). “Marketing to Gen X and Gen Y”, March, 45s.
- Russell, D. W. & Russell, C. A., (2006). “Explicit and Implicit Catalysts of Consumer Resistance:The Effects of Animosity, Cultural Salience and Country-of-Origin on Subsequent Choice”, Intern. J. of Research in Marketing, Elsevier, 23(2006): 321-331.
- Seçkin, F.S., (2000). “Türkiye‘nin Kuşak Profili” Capital Dergisi, (12): 100-106.
- Shah, K. A. M. & Halim, A. H., (2011). “The Influence of Demographic Profiles on ConsumerAnimosity, Consumer Ethnocentrism and Patriotism”, International Journal of Current Research, International Journal of Current Research, 3(10): 200-208.
- Shankarmahesh, M. N., (2006). ”Consumer Ethnocentrism: an Integrative Review of Its Antecedents and Consequences”, International Marketing Review, 23(2): 146-172.
- Sharma, S., Shimp, T. A. ve Shın, J., (1995). “Consumer Ethnocentrism: A Test of Antecedents and Moderators”, Journal of the Academy of Marketing Science, 23(1): 26-37.
- Sharma, S. & Shimp, T. A., (1987). “Consumer Ethnocentrism: Construction and Validation ofthe CETSCALE”, Journal of Marketing Research, Published by American Marketing Association,Shimp, T. A., (2001). “Consumer Ethnocentrısm: The Concept and A Prelımınary Empırıcal Test”, University of South Carolina, ss.285-290.
- Soule, S., (2001). “Will They Engage? Political Knowledge, Participation and Attitudes of Generations X and Y”, Center for Civic Education, Calabasas, 23s.
- The Metlife Mature Market Institute, (2013). “The MetLife Study of Gen X: The MTV Generation Moves into Mid-Life, April, 200 Park Avenue, New York, 29s.
- Torres, N.H.J. & Gutierrez, S.S.M., (2007). “The Purchase Of Foreign Products: The Role OfFirm’s Country-Of-Origin Reputation, Consumer Ethnocentrism, Animosity And Trust”, Documentos De Trabajo “Nuevas Tendencıas En Dıreccıón De Empresas,
- Toruntay, H., (2011). “Takım Rolleri Çalışması: X ve Y Kuşağı Üzerinde Karşılaştırmalı BirAraştırma”, Yüksel Lisans Tezi, İstanbul Üniversitesi, Sosyal Bilimler Enstitüsü, İstanbul, 118s.Wang, C. L. & Chen, Z. X., (2004). “Consumer Ethnocentrism and Willingness to Buy DomesticProducts in A Developing Country Setting: Testing Moderating Effects”, Journal of Consumer Marketing, 21(6): 391-400.
- Weingarten R M., (2009). “Four Generations, One Workplace: A Gen X-Y Staff Nurse’s View OfTeam Building in the Emergency Department”, Journal of Emergency Nursing. 35(1): 27-30.
- Werth, E. P. & Wert, L., (2011). “Effective Training for Millennial Students”, Adult Learning, ss.12-19.
- Yiğit, Z., (2010). “X VE Y Kuşaklarının Örgütsel Tutumlar Açısından İncelenmesi ve Bir Örnek Olay”, Yüksek Lisans Tezi, Bahçeşehir Üniversitesi, İstanbul, 157s.
