Journal of Yaşar University

Yazarlar: Emrah TOKGÖZ

Konular:Sosyal

DOI:10.19168/jyasar.659279

Anahtar Kelimeler:Face Consciousness,Conspicuous Consumption,Brand Affect,PROCESS Macro Model

Özet: Face represents an individual’s claimed sense of positive image in the process of social interaction. Consumers with a high level of face consciousness may consume conspicuous using branded products. The main reason underlying this behavioral effect is defined as brand affect. Because brand affect is considered as a concept that helps explain the relationship between consumer and the brand. On the other hand, the force of brand affect may differ in terms of gender. From this point of view, the aim of the study is to reveal the moderating role of brand affect and gender in the relationship between face consciousness and conspicuous consumption. In the study, 454 usable completed questionnaires were received by using self-completion survey method. PROCESS Macro software, which was used by installing SPSS program, helped to perform moderating analysis. According to the results, it is revealed that the effect of face consciousness on the conspicuous consumption is more effective for consumers with high brand affect. This effect is more powerful for men with high brand affect. In the conclusion section, after theoretical discussions, marketing managers were advised potential marketing strategies that they could apply in the branded product market.

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