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LÜKS MARKA SATIN ALMA KARARININ OLUŞUMUNDA STATÜ ARAYIŞI VE SNOBBISH BANDWAGON İLİŞKİSİ

Yıl 2025, Cilt: 13 Sayı: 1, 547 - 566, 30.06.2025

Hüseyin Abdurrahman Kanıbir , Evrim Derinözlü

https://doi.org/10.52122/nisantasisbd.1657970

Öz

Snobbish bandwagon etkisi literatürde kendine yeni yer bulmuş, özellikle lüks tüketimde etkisi anlaşılmaya çalışılan bir kavramdır. Literatürde yer alan araştırmalar bu etkinin kavramsal açıklamasını yapmaktadır. Çalışmamız bu etkiyi bir anket çalışması ile ölçümlemektedir. Elde edilen veriler, SPSS programı aracılığıyla analiz edilmiştir. Bu çalışma lüks marka satın alma kararlarının oluşumunda statü arayışı ve snobbish bandwagon ilişkisini açıklamak için yapılmıştır. Analiz sonuçlarına göre; snobbish bandwagon faktörü ile lüks marka satın alım niyeti arasında pozitif ilişki olduğu bulgulanmıştır. Snobbish bandwagon değişkeni üzerinde belirleyici olan faktörlerin ise; sosyal hayatın doğal akışı içerisinde tüketicilerin gösteriş yapmaya olan talebi ve ayrıca popüler olmaya yönelik talepleri olarak tespit edilmiştir. Araştırmanın bulguları, ilgili literatür kaynakları taramaları ve uygulamaya dönük çıkarımlar üzerinden tartışılmıştır.

Anahtar Kelimeler

tüketici lüks marka Satınalma Kararı

Kaynakça

  • Amaldoss, W. & Jain, S. (2005). Conspicuous Consumption and Sophisticated Thinking, Management Science 51(10), pp. 1449–1466.
  • Barrera, G.A. & Ponce, H.R. (2021). Personality Traits Influencing Young Adults’ Conspicuous Consumption, International Journal of Consumer Studies, 45(3), 335-349.
  • Berry, C.J. (1994). The Idea of Luxury: A Conceptual and Historical Investigation, Cambridge University Press.
  • Bozkurt, İ. (2014). İletişim Odaklı Pazarlama : Tüketiciden Müşteri Yaratmak, 4. Baskı, MediaCat, İstanbul.
  • Bukowski, W. M. (2011). Popularity as a Social Concept. Meanings and Significance. In A. H. N. Cillessen, D. Schwartz, & L. Mayeux (Eds.), Popularity in the Peer System (pp. 3–24). New York, NY: Guilford Press
  • Campbell, C. (1995). Conspicuous confusion? A critique of Veblen's theory of conspicuous consumption. Sociological Theory, 37-47.
  • Chang, H. H. & Liu, Y. M. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. The Service Industries Journal, 29(12), 1687–1706
  • Cillessen, A. H. N., & Marks, P. E. L. (2011). Conceptualizing and measuring popularity. In A. H. N. Cillessen, D. Schwartz, & L. Mayeux (Eds.), Popularity in the Peer System (pp. 25–56). New York, NY: Guilford Press.
  • Corneo, G. & Jeanne, O. (1997). Conspicuous Consumption, Snobbism and Conformism, Journal of Public Economics, vol. 66, issue 1, 55-71.
  • da Cunha Brandão, A. M. P., & Barbedo, H. E. M. (2022). Going (in) conspicuous: Antecedents and moderators of luxury consumption. Journal of Marketing Analytics, 11(2), 202.
  • Eastman, J. K., Iyer, R., & Thomas, S. P. (2013). The impact of status consumption on shopping styles: An exploratory look at the millennial generation. Marketing Management Journal, 23(1), 57-73. Erickson, G.M. & Johansson, J.K. (1985). The Role of Price in Multi-Attribute Product Evaluations, Journal of Consumer Research, 12 (September), 195-199.
  • Eryılmaz, İ. (2019). Sosyal Güç, Lider-Üye Etkileşimi ve İş Tatmini İlişkisinde Politik Yetinin Düzenleyici Rolü: Bankacılık Sektöründe Bir Araştırma, İktisadi ve İdari Bilimler Dergisi, Ocak 2019 Cilt: 33 Sayı: 1, 373-393.
  • Gauthier, D.P. (1969). The Logic of Leviathan: The Moral and Political Theory of Thomas Hobbes. Clarendon Press. New York. https://philpapers.org/rec/GAUTLO Giddens, A. (2005). Sosyoloji. Ayraç Yayınevi, Ankara.
  • Ginman, C., Lundell, C. & Turek, C. (2010). Luxury for the Masses : A Study of the H&M Luxury Collaborations with Focus on the Images of the Luxury Designer Brands, Uppsala University, Department of Business Studies, Bacherlor Thesis.
  • Heffetz, O. (2011). A Test of Conspicuous Consumption: Visibility and Income Elasticities. Review of Economics and Statistics, 93(4), 1101–1117. https://doi.org/10.1162/rest_a_00116
  • Hudders, L. & Pandelaere, M. (2013). Indulging the Self Positive Consequences of Luxury Consumption, Luxury Marketing A Challenge for Theory and Practice, Editors : Klaus- Peter Wiedmann & Nadine Hennings, Springer, pp. 120-137.
  • Husic, M., & Cicic, M. (2009). Luxury consumption factors. Journal of Fashion Marketing and Management: an international journal, 13(2), 231-245.
  • Kapferer, J-N. (2009). The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands.
  • Kapferer, J-N. & Bastien, V. (2009). The Luxury Strategy, Kogan Page, London.
  • Kapferer, J-N. & Bastien, V. (2012). Break the Rules of Marketing to Build Luxury Brands. 2nd Edition. Kogan Page, London.
  • Kastanakis, M. N. & Balabanis, G. (2014). Explaining variation in conspicuous luxury consumption: An individual differences' perspective. Journal of Business Research, 67(10), 2147-2154.
  • Koç, E. (2017). Temel Tüketici Davranışı ve Pazarlama Stratejileri, Seçkin Yayıncılık, Ankara.
  • Ledyaev, V.G. (1997). Power : A Conceptual Analysis, PhD Thesis, University of Manchester, The Faculty of Social and Economic Studies.
  • Lichtenstein, D.R., Bloch, P.H. & Black, W.C. (1988). Correlates of Price Acceptability, Journal of Consumer Research, 15 (September), 243-252.
  • Matsibekker, C.L.Z. (2009). The Snob Effect: The Psychology of Negotiation Tactics in the Salesroom. Unpublished Ph.D. Dissertation, University of New York, New York.
  • Neel, R., Kenrick, D. T., White, A. E. & Neuberg, S. L. (2016). Individual Differences in Fundamental Social Motives. Journal of Personality and Social Psychology, 110(6), 887.
  • Nwankwo, S., Hamelin, N., & Khaled, M. (2014). Consumer values, motivation and purchase intention for luxury goods. Journal of retailing and consumer services, 21(5), 735-744.
  • O’Cass, A. & Frost, H. (2002). “Status Brands: Examining The Effects of Non-Product-Related Brand Associations on Status and Conspicuous Consumption”, The Journal of Product and Brand Management, Vol. 11 No. 2, pp. 67-88.
  • O'cass, A., & McEwen, H. (2004). Exploring consumer status and conspicuous consumption. Journal of Consumer Behaviour: An International Research Review, 4(1), 25-39.
  • Odabaşı, Y. & Barış, G. (2011). Tüketici Davranışı, 11.Baskı, MediaCat Akademi, İstanbul.
  • Orçanlı, K. (2021). Daha Fazla Güç Talebi Ölçeği’nin Geçerlik ve Güvenirlik Çalışması, İşletme Araştırmaları Dergisi, 13(2), 1426-1437. https://doi.org/10.20491/isarder.2021.1207
  • Santor, D.A., Messervey, D., & Kusumakar, V. (2000). Measuring Peer Pressure, Popularity, and Conformity in Young Adolescent Boys and Girls: Predicting School Performance, Sexual Attitudes, and Substance Use. Journal of Youth and Adolescence. 29, 163-182.
  • Sargut, A.S. (2015). Kültürlerarası Farklılaşma ve Yönetim, İmge Kitabevi, Ankara.
  • Shukla, P. (2008). Conspicuous Consumption Among Middle Age Consumers: Psychological and Brand Antecedents, Journal of Product and Brand Management, Vol. 17 No. 1, pp. 25-36.
  • Sombart, W. (2013). Aşk, Lüks ve Kapitalizm. Çeviren : Necati Aça. Pharmakon : Ankara.
  • Stegemann, N. (2006). Unique Brand Extension Challenges for Luxury Brands, Journal of Business & Economics. Research. Vol. 4 No. 10, pp. 57-68.
  • Strehlau, S. (2013). Brazil: Luxury and Counterfeits, Luxury Marketing A Challenge for Theory and Practice, Editors : Klaus-Peter Wiedmann & Nadine Hennings, Springer, pp. 246-260.
  • Patsiaouras, G., & Fitchett, J. A. (2012). The evolution of conspicuous consumption. Journal of historical research in marketing, 4(1), 154-176.
  • Pringle, H. (2008). Şöhret Satar, Çeviren : Evren Yıldırım. Mediacat : İstanbul.
  • Telli Yamamoto, G., Aydın, S. & Gezmişoğlu Şen, D. (2021). Bandwagon, Veblen ve Snob Etkisinin Çevrimiçi Lüks Ürün Satın Alma ve Satma Niyetine Etkisi Üzerine Bir Araştırma, Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 30 (3), 111-125.
  • Tellis, G. J. & Gaeth, G. J. (1990), "Best Value, Price-Seeking, and Price Aversion: The Impact of Information and Learning on Consumer Choices," Journal of Marketing, 54 (April), 34-45. 563
  • Tian, K.T., Bearden, W.O. & Hunter, G.L. (2001). Consumers’ Need for Uniqueness: Scale Development and Validation. Journel of Consumer Research, Vol. 28, No. 1, pp. 50–66.
  • Truong, Y., McColl, R., & Kitchen, P. J. (2009). New luxury brand positioning and the emergence of masstige brands. Journal of Brand Management, 16(5), 375-382.
  • Truong, Y., Simmons, G., McColl, R., & Kitchen, P. J. (2008). Status and conspicuousness–are they related? Strategic marketing implications for luxury brands. Journal of strategic marketing, 16(3), 189-203.
  • Uedaa, A., Muraokab, A., Kuboc, S., Tamoid, M. & Chibae, T. (2018). Development of the New Consumers’ Demand Model: An Extension of the Bandwagon/Snob Effects, ICSSB Conference, August 7-9, Guam, USA. https://icssb.org/data/file/20190428/20190428211126_29829.pdf
  • Veblen, T., (1970). The Theory of the Leisure Class, New York: MacMillian, 1899; Republished London: Unwin Books, 1970, available at: https://web.archive.org/web/20231012031503/http://xroads.virginia.edu/
  • Vigneron, F., & Johnson, L.W. (1999). A Review and a Conceptual Framework of Prestigeseeking Consumer Behavior. Academy of Marketing Science Review, 1, 1–15.
  • Warr, P., Cook, J., & Wall, T. (1979). Scales for the measurement of some work attitudes and aspects of psychological well-being. Journal of occupational Psychology, 52(2), 129-148.
  • Wiedmann, K.P., Hennigs, N. & Siebels, A. (2009). Value-Based Segmentation of Luxury Consumption Behavior, Psychology & Marketing, Vol. 26(7): 625–65

THE RELATIONSHIP OF STATUS SEEKING AND SNOBBISH BANDWAGON IN THE FORMATION OF LUXURY BRAND PURCHASING DECISION

Yıl 2025, Cilt: 13 Sayı: 1, 547 - 566, 30.06.2025

Hüseyin Abdurrahman Kanıbir , Evrim Derinözlü

https://doi.org/10.52122/nisantasisbd.1657970

Öz

The snobbish bandwagon effect is a concept that has recently found its place in the literature, especially in luxury consumption. Studies in the literature provide a conceptual explanation of this effect. Our study measures this effect with a survey. The data obtained were analyzed through SPSS software. This study was conducted to explain the relationship between status seeking and snobbish bandwagon in the formation of luxury brand purchase decisions. According to the results of the statistical analysis, it was found that there is a positive relationship between the snobbish bandwagon factor and luxury brand purchase intention. The determinants of the snobbish bandwagon variable were found as the demand of consumers to show off in the natural flow of social life and also their demand to be popular. The findings of this study are discussed through literature reviews and practical implications.

Anahtar Kelimeler

luxury brand consumer buying behavior

Kaynakça

  • Amaldoss, W. & Jain, S. (2005). Conspicuous Consumption and Sophisticated Thinking, Management Science 51(10), pp. 1449–1466.
  • Barrera, G.A. & Ponce, H.R. (2021). Personality Traits Influencing Young Adults’ Conspicuous Consumption, International Journal of Consumer Studies, 45(3), 335-349.
  • Berry, C.J. (1994). The Idea of Luxury: A Conceptual and Historical Investigation, Cambridge University Press.
  • Bozkurt, İ. (2014). İletişim Odaklı Pazarlama : Tüketiciden Müşteri Yaratmak, 4. Baskı, MediaCat, İstanbul.
  • Bukowski, W. M. (2011). Popularity as a Social Concept. Meanings and Significance. In A. H. N. Cillessen, D. Schwartz, & L. Mayeux (Eds.), Popularity in the Peer System (pp. 3–24). New York, NY: Guilford Press
  • Campbell, C. (1995). Conspicuous confusion? A critique of Veblen's theory of conspicuous consumption. Sociological Theory, 37-47.
  • Chang, H. H. & Liu, Y. M. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. The Service Industries Journal, 29(12), 1687–1706
  • Cillessen, A. H. N., & Marks, P. E. L. (2011). Conceptualizing and measuring popularity. In A. H. N. Cillessen, D. Schwartz, & L. Mayeux (Eds.), Popularity in the Peer System (pp. 25–56). New York, NY: Guilford Press.
  • Corneo, G. & Jeanne, O. (1997). Conspicuous Consumption, Snobbism and Conformism, Journal of Public Economics, vol. 66, issue 1, 55-71.
  • da Cunha Brandão, A. M. P., & Barbedo, H. E. M. (2022). Going (in) conspicuous: Antecedents and moderators of luxury consumption. Journal of Marketing Analytics, 11(2), 202.
  • Eastman, J. K., Iyer, R., & Thomas, S. P. (2013). The impact of status consumption on shopping styles: An exploratory look at the millennial generation. Marketing Management Journal, 23(1), 57-73. Erickson, G.M. & Johansson, J.K. (1985). The Role of Price in Multi-Attribute Product Evaluations, Journal of Consumer Research, 12 (September), 195-199.
  • Eryılmaz, İ. (2019). Sosyal Güç, Lider-Üye Etkileşimi ve İş Tatmini İlişkisinde Politik Yetinin Düzenleyici Rolü: Bankacılık Sektöründe Bir Araştırma, İktisadi ve İdari Bilimler Dergisi, Ocak 2019 Cilt: 33 Sayı: 1, 373-393.
  • Gauthier, D.P. (1969). The Logic of Leviathan: The Moral and Political Theory of Thomas Hobbes. Clarendon Press. New York. https://philpapers.org/rec/GAUTLO Giddens, A. (2005). Sosyoloji. Ayraç Yayınevi, Ankara.
  • Ginman, C., Lundell, C. & Turek, C. (2010). Luxury for the Masses : A Study of the H&M Luxury Collaborations with Focus on the Images of the Luxury Designer Brands, Uppsala University, Department of Business Studies, Bacherlor Thesis.
  • Heffetz, O. (2011). A Test of Conspicuous Consumption: Visibility and Income Elasticities. Review of Economics and Statistics, 93(4), 1101–1117. https://doi.org/10.1162/rest_a_00116
  • Hudders, L. & Pandelaere, M. (2013). Indulging the Self Positive Consequences of Luxury Consumption, Luxury Marketing A Challenge for Theory and Practice, Editors : Klaus- Peter Wiedmann & Nadine Hennings, Springer, pp. 120-137.
  • Husic, M., & Cicic, M. (2009). Luxury consumption factors. Journal of Fashion Marketing and Management: an international journal, 13(2), 231-245.
  • Kapferer, J-N. (2009). The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands.
  • Kapferer, J-N. & Bastien, V. (2009). The Luxury Strategy, Kogan Page, London.
  • Kapferer, J-N. & Bastien, V. (2012). Break the Rules of Marketing to Build Luxury Brands. 2nd Edition. Kogan Page, London.
  • Kastanakis, M. N. & Balabanis, G. (2014). Explaining variation in conspicuous luxury consumption: An individual differences' perspective. Journal of Business Research, 67(10), 2147-2154.
  • Koç, E. (2017). Temel Tüketici Davranışı ve Pazarlama Stratejileri, Seçkin Yayıncılık, Ankara.
  • Ledyaev, V.G. (1997). Power : A Conceptual Analysis, PhD Thesis, University of Manchester, The Faculty of Social and Economic Studies.
  • Lichtenstein, D.R., Bloch, P.H. & Black, W.C. (1988). Correlates of Price Acceptability, Journal of Consumer Research, 15 (September), 243-252.
  • Matsibekker, C.L.Z. (2009). The Snob Effect: The Psychology of Negotiation Tactics in the Salesroom. Unpublished Ph.D. Dissertation, University of New York, New York.
  • Neel, R., Kenrick, D. T., White, A. E. & Neuberg, S. L. (2016). Individual Differences in Fundamental Social Motives. Journal of Personality and Social Psychology, 110(6), 887.
  • Nwankwo, S., Hamelin, N., & Khaled, M. (2014). Consumer values, motivation and purchase intention for luxury goods. Journal of retailing and consumer services, 21(5), 735-744.
  • O’Cass, A. & Frost, H. (2002). “Status Brands: Examining The Effects of Non-Product-Related Brand Associations on Status and Conspicuous Consumption”, The Journal of Product and Brand Management, Vol. 11 No. 2, pp. 67-88.
  • O'cass, A., & McEwen, H. (2004). Exploring consumer status and conspicuous consumption. Journal of Consumer Behaviour: An International Research Review, 4(1), 25-39.
  • Odabaşı, Y. & Barış, G. (2011). Tüketici Davranışı, 11.Baskı, MediaCat Akademi, İstanbul.
  • Orçanlı, K. (2021). Daha Fazla Güç Talebi Ölçeği’nin Geçerlik ve Güvenirlik Çalışması, İşletme Araştırmaları Dergisi, 13(2), 1426-1437. https://doi.org/10.20491/isarder.2021.1207
  • Santor, D.A., Messervey, D., & Kusumakar, V. (2000). Measuring Peer Pressure, Popularity, and Conformity in Young Adolescent Boys and Girls: Predicting School Performance, Sexual Attitudes, and Substance Use. Journal of Youth and Adolescence. 29, 163-182.
  • Sargut, A.S. (2015). Kültürlerarası Farklılaşma ve Yönetim, İmge Kitabevi, Ankara.
  • Shukla, P. (2008). Conspicuous Consumption Among Middle Age Consumers: Psychological and Brand Antecedents, Journal of Product and Brand Management, Vol. 17 No. 1, pp. 25-36.
  • Sombart, W. (2013). Aşk, Lüks ve Kapitalizm. Çeviren : Necati Aça. Pharmakon : Ankara.
  • Stegemann, N. (2006). Unique Brand Extension Challenges for Luxury Brands, Journal of Business & Economics. Research. Vol. 4 No. 10, pp. 57-68.
  • Strehlau, S. (2013). Brazil: Luxury and Counterfeits, Luxury Marketing A Challenge for Theory and Practice, Editors : Klaus-Peter Wiedmann & Nadine Hennings, Springer, pp. 246-260.
  • Patsiaouras, G., & Fitchett, J. A. (2012). The evolution of conspicuous consumption. Journal of historical research in marketing, 4(1), 154-176.
  • Pringle, H. (2008). Şöhret Satar, Çeviren : Evren Yıldırım. Mediacat : İstanbul.
  • Telli Yamamoto, G., Aydın, S. & Gezmişoğlu Şen, D. (2021). Bandwagon, Veblen ve Snob Etkisinin Çevrimiçi Lüks Ürün Satın Alma ve Satma Niyetine Etkisi Üzerine Bir Araştırma, Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 30 (3), 111-125.
  • Tellis, G. J. & Gaeth, G. J. (1990), "Best Value, Price-Seeking, and Price Aversion: The Impact of Information and Learning on Consumer Choices," Journal of Marketing, 54 (April), 34-45. 563
  • Tian, K.T., Bearden, W.O. & Hunter, G.L. (2001). Consumers’ Need for Uniqueness: Scale Development and Validation. Journel of Consumer Research, Vol. 28, No. 1, pp. 50–66.
  • Truong, Y., McColl, R., & Kitchen, P. J. (2009). New luxury brand positioning and the emergence of masstige brands. Journal of Brand Management, 16(5), 375-382.
  • Truong, Y., Simmons, G., McColl, R., & Kitchen, P. J. (2008). Status and conspicuousness–are they related? Strategic marketing implications for luxury brands. Journal of strategic marketing, 16(3), 189-203.
  • Uedaa, A., Muraokab, A., Kuboc, S., Tamoid, M. & Chibae, T. (2018). Development of the New Consumers’ Demand Model: An Extension of the Bandwagon/Snob Effects, ICSSB Conference, August 7-9, Guam, USA. https://icssb.org/data/file/20190428/20190428211126_29829.pdf
  • Veblen, T., (1970). The Theory of the Leisure Class, New York: MacMillian, 1899; Republished London: Unwin Books, 1970, available at: https://web.archive.org/web/20231012031503/http://xroads.virginia.edu/
  • Vigneron, F., & Johnson, L.W. (1999). A Review and a Conceptual Framework of Prestigeseeking Consumer Behavior. Academy of Marketing Science Review, 1, 1–15.
  • Warr, P., Cook, J., & Wall, T. (1979). Scales for the measurement of some work attitudes and aspects of psychological well-being. Journal of occupational Psychology, 52(2), 129-148.
  • Wiedmann, K.P., Hennigs, N. & Siebels, A. (2009). Value-Based Segmentation of Luxury Consumption Behavior, Psychology & Marketing, Vol. 26(7): 625–65
Toplam 49 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Turizm (Diğer)
Bölüm Makaleler
Yazarlar

Hüseyin Abdurrahman Kanıbir 0000-0002-4542-7919

Evrim Derinözlü 0000-0002-1408-4386

Yayımlanma Tarihi 30 Haziran 2025
Gönderilme Tarihi 14 Mart 2025
Kabul Tarihi 28 Mayıs 2025
Yayımlandığı Sayı Yıl 2025 Cilt: 13 Sayı: 1

Kaynak Göster

APA Kanıbir, H. A., & Derinözlü, E. (2025). LÜKS MARKA SATIN ALMA KARARININ OLUŞUMUNDA STATÜ ARAYIŞI VE SNOBBISH BANDWAGON İLİŞKİSİ. Nişantaşı Üniversitesi Sosyal Bilimler Dergisi, 13(1), 547-566. https://doi.org/10.52122/nisantasisbd.1657970

Nişantaşı Üniversitesi kurumsal yayınıdır.