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Journals / Tüketici ve Tüketim Araştırmaları Dergisi / 2015 / Cilt: 7 - Sayı: 2

The Effects of Global and Local Consumer Identity on Global Con- sumption Orientation

Küresel ve Yerel Tüketici Kimliğinin Küresel

Nimet URAY
Ramazan NACAR
Pages
149–175
Publication Date
2022-11-04
DOI
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AI Summary & Key Takeaways

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

Based on a model and data collected face-to-face from consumers, this study jointly examines consumer identity with global consumption, tests hypotheses and reports the findings

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Increasing globalization along with its impacts has given great importance to consumer identities; however, consumer identities have not received the attention that it deserved.
📊
Key Findings & Data:Consumer identity is among the top important determinants of consumption; though, the effects of consumer identity with the empowerment of globalization on global consumption have not researched enough yet.
💡
Conclusion & Impact:Based on a model and data collected face-to-face from consumers, this study jointly examines consumer identity with global consumption, tests hypotheses and reports the findings
🔬Design:Modeling & Simulation
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

Increasing globalization along with its impacts has given great importance to consumer identities; however, consumer identities have not received the attention that it deserved. Consumer identity is among the top important determinants of consumption; though, the effects of consumer identity with the empowerment of globalization on global consumption have not researched enough yet. In the globalization age, consumers view consumption as a social and cultural activity rather than economic activity, by this way, consumers are more able to reflect their identities. Based on this view, this study holds an identity perspective rather than an economic one and aims to analyze global consumption orientation and global brand attitude. Based on a model and data collected face-to-face from consumers, this study jointly examines consumer identity with global consumption, tests hypotheses and reports the findings

Özet

Günümüzde artan küreselleşme ve küreselleşmenin etkileriyle birlikte tüketici kimliği daha ön plana çıkan bir değişken olmuş, ancak tüketici kimliği çalışmaları pazarlama yazınında yeterli düzeyde yer bulamamıştır. Tüketici kimliği, tüketimin birçok aşamasında en etkili faktörlerden biri olmasına rağmen, özellikle küreselleşmenin artışı ile önemi daha fazla artan "tüketici kimliğinin" küresel tüketim üzerindeki etkileri yeterince araştırılmamıştır. Tüketimin ekonomik bir faaliyet olmaktan çok, kültürel ve sosyal bir faaliyet olmasıyla birlikte tüketiciler de kendi kimliklerini yansıtabilecek şekilde tüketime yönelmiştir. Bu noktadan hareketle gerçekleştirilen bu çalışma, ekonomik yaklaşımdan ziyade "kimlik" temelli bir yaklaşıma sahip olup, tüketicilerin küresel tüketim eğilimini ve küresel marka tutumunu açıklamayı amaçlayan bir model içermektedir. Kimlik temelli yaklaşımı küresel tüketim bağlamıyla birleştiren çalışma kapsamında tüketicilerden yüz yüze anket yöntemiyle elde edilen verilere dayanarak araştırma modeli ve hipotezleri test edilmiş, elde edilen sonuçların ilgili yazına ve uygulamacılara katkısı tartışılmıştır

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Cite This Article

URAY, N., NACAR, R. (2022). The Effects of Global and Local Consumer Identity on Global Con- sumption Orientation. Tüketici ve Tüketim Araştırmaları Dergisi, Cilt: 7 - Sayı: 2, 149–175. https://ajindex.com/articles/619665

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