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Journals / Tüketici ve Tüketim Araştırmaları Dergisi / 2017 / Cilt: 9 - Sayı: 2

Sosyal Sorumluluğa Sahip Bir Markaya Yönelik Tutumlar: Ürün Tipinin Etkileri, Beklenen Suçluluk Duygusu ve Cinsiyet Kimliğinin Rolü

Attitudes towards a Socially Responsible Brand: Effects of Product Type, Anticipated Guilt, and The Role of Gender Identity

Umut KUBAT
Pages
317–346
Publication Date
2022-11-04
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

When consumers expect high levels of guilt, both feminine and masculine traits moderate the effect of product type

📌 3 Key Takeaways

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Objective & Hypothesis:aim of this research is to examine the effect of product type (utilitarian vs. hedonic) on brand evaluations for a socially responsible brand and to examine the moderating roles of gender identity (femininity and masculinity), and anticipated feelings of guilt in this relationship.
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Key Findings & Data:It is found that when consumers do not expect high levels of guilt, then the gender identity does not moderate the effect of product type on brand evaluations.
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Conclusion & Impact:When consumers expect high levels of guilt, both feminine and masculine traits moderate the effect of product type
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

aim of this research is to examine the effect of product type (utilitarian vs. hedonic) on brand evaluations for a socially responsible brand and to examine the moderating roles of gender identity (femininity and masculinity), and anticipated feelings of guilt in this relationship. The findings from an experimental study show that attitudes towards a socially responsible brand are dependent on product type, anticipated feelings of guilt, and gender traits. It is found that when consumers do not expect high levels of guilt, then the gender identity does not moderate the effect of product type on brand evaluations. When consumers expect high levels of guilt, both feminine and masculine traits moderate the effect of product type

Özet

Bu makale toplum yanlısı davranışlarda ürün tipi, beklenen suçluluk duygusu ve cinsiyet kimliği arasındaki ilişkileri incelemektedir. Daha belirgin olarak, bu araştırmanın amacı, ürün tipinin (faydacı-hedonik) sosyal yönden sorumlu bir marka için marka değerlendirmelerine etkisini ve cinsiyet kimliği (kadınsılık ve erkeksilik) ile beklenen suçluluk duygusunun bu ilişkideki düzenleyici rolünü incelemektir. Deneysel bir çalışmanın sonuçları, sosyal sorumlu markaya karşı tutumların hem ürün tipi ile hem de beklenen suçluluk duygusu ve kadınsılık, erkeksilik gibi bireysel özelliklere bağlı olduğunu göstermektedir. Tüketiciler yüksek düzeyde suçluluk hisleri beklemiyorlarsa cinsiyet kimliği, ürün tipinin marka değerlendirmelerine etkisinde düzenleyici rol oynamadığı belirlenmiştir. Tüketiciler yüksek düzeyde suçluluk hisleri bekliyorlarsa, hem kadınsılık hem de erkeksilik karakterleri ürün tipinin etkisini düzenlediği tespit edilmiştir

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Cite This Article

KUBAT, U. (2022). Sosyal Sorumluluğa Sahip Bir Markaya Yönelik Tutumlar: Ürün Tipinin Etkileri, Beklenen Suçluluk Duygusu ve Cinsiyet Kimliğinin Rolü. Tüketici ve Tüketim Araştırmaları Dergisi, Cilt: 9 - Sayı: 2, 317–346. https://ajindex.com/articles/619643

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