Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/250213 
Year of Publication: 
2018
Citation: 
[Journal:] Istanbul Business Research (IBR) [ISSN:] 2630-5488 [Volume:] 47 [Issue:] 1 [Publisher:] Istanbul University Press [Place:] Istanbul [Year:] 2018 [Pages:] 88-100
Publisher: 
Istanbul University Press, Istanbul
Abstract: 
This paper aims to investigate the relationship between individual cultural values and brand consciousness, and the effect of this relationship on conspicuous consumption. Individual cultural values scale developed by Yoo et al. (2011), based on five dimensions of national culture propounded by Hofstede, were used to develop hypotheses pertaining to their effects on brand consciousness and the effect of brand consciousness on conspicuous consumption. Results of the study provide support for some of the hypothesised effects which suggest that indeed, certain dimensions of culture are key factors in determining whether or not consumers use brands as status symbols and for showing off. The finding that conspicuous consumption is used as a tool for expressing our power distance and masculinity values reveals the symbolic value of consumption. These results offer possibilities for using cultural values on an individual level and analysing their effect on consumption attitudes of consumers.
Subjects: 
Conspicuous consumption
Individual national cultures
Brand consciousness
JEL: 
M0
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by-nc-nd Logo
Document Type: 
Article

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