TÜKETİCİ YENİLİKÇİLİĞİ

Tüketici yenilikçiliği, literatürde yenilikçilik eğilimi, ilgi alanına özel yenilikçilik ve yenilikçi davranış boyutlarıyla tartışılmaktadır. Yenilikçi tüketiciler; yenilikleri daha fazla takip etme, daha kolay benimseme ve çevresindeki kişilere de tanıtma eğiliminde olmaları sebebiyle, diğer tüketicilere göre pazarlama disiplini açısından daha fazla öneme sahiptirler. Bu çalışmada tüketici yenilikçiliğinin ne olduğu, tarihsel süreçte nasıl değişim gösterdiği ve nasıl ölçülmeye çalışıldığı üzerinde durulmuştur. Ayrıca literatürde henüz çözülemeyen problemler üzerinde durularak araştırmacılar için gelecekte yapacakları çalışmalar için önerilerde bulunulmuştur.

Anahtar Kelimeler:

Tüketici yenilikçiliği, yenilikçilik eğilimi, ilgi alanına özel yenilikçilik, yenilikçi davranış

In literature, consumer innovativeness is argued by innate innovativeness, domain-specific innovativeness and innovative behavior dimensions. Because of the fact that innovative consumers follow innovations more, adopt easier and tend to introduce people around themselves; they are more valued in terms of marketing discipline. In this study, it was focused that what is consumer innovativeness, how changing in the historical process and how tried to be measured. In addition of those, problems in the area of consumer innovativeness to haven’t solved was emphasized and also we offered some suggestions to researchers studying in this area in the future.

Keywords:

Consumer innovativeness, innate innovativeness, domainspecific innovativeness, innovative behavior.,

PDF

___

Aaker, D.A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, Free Press, New York.
Aaker, D.A. (1995), Strategic Market Management, John Wiley&Sons Inc., New York.
Alkibay, S. (2005), Profesyonel Spor Kulüplerinin Taraftar İlişkileri Yoluyla Marka Değeri Yaratmaları Üzerine Bir Araştırma, H.Ü. İktisadi ve İdari Bilimler Fakültesi Dergisi, 23(1), ss.83-108.
ATILGAN, E., S. Aksoy ve S. Akıncı, (2005), Determinants of the Brand Equity. A Verification Approach in the Beverage Industry in Turkey, Marketing Intelligence and Planning, Vol: 23, No:3, s.237-248.
BALDAUF, A., K.S. Cravens ve G. Binder, (2003), Performance Consequences of Brand Equity Management: Evidence From Organizations in the Value Chain, Journal of Product and Brand Management, Vol:12, No:4, s.220-236.
BALLESTER, E. D. ve J.L.M. Aleman, (2005), Does Brand Trust Matter to Brand Equity?, The Journal of Product and Brand Management, Vol:14, No:2/3, s.187-196.
BANDYOPADHYAY, S., K. Gupta ve L. Dube, (2005), Does Brand Loyalty Influence Double Jeopardy? A Theoretical and Empirical Study, The Journal of Product and Brand Management, Vol:14, No:7, s.414-423.
BEATTY, Sharon E., Lynn R. Kahle, Pamela Homer, Shekbar Misra. 1985. Alternative Measurement Approachas to Consumer Values: The List of Values and The Rokeach Value Survey. Psychology and Marketing, Vol:2, No:3, ss:181-200.
BERRY, L.L., (2000), Cultivating service brand equity, Journal of the Academy of Marketing Science, Vol:28, No:1, s.128-137. BİLGİLİ, B., (2007). Sigorta Hizmetlerinde Marka Değeri, (Yayınlanmamış Doktora Tezi, Atatürk Üniversitesi, Sosyal Bilimler Enstitüsü), Erzurum.
BRUMLEY, C. M., (2002), Creating Loyalty in Relationship Marketing: A Descriptive Study of Supermarket Loyalty Programs, West Virginia University, Phd. Dissertation, USA, UMI.
BYRD, Robert R. (2002), Exploring Internet Survey Techniques: A Study Of Personal Values- Leadership Style Congruence, University Of Louisville, Phd Dissertation,UMI.
CHAUDHURI, A. ve M.B. Holbrook, (2001), The Chain of Effects From Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty, Journal of Marketing, Vol:65, No:2, s.81-93.
CHEN, A.C., (2001), Using Free Association to Examine the Relationship Between the Characteristics of Brand Associations and Brand Equity, The Journal of Product and Brand Management, Vol:10, No:6/7, s.439-452.
CHOI, Chun Chung. (2005), Cultural Values In Context: Implıcations For Behavioral Intentions, University Of Illinois, Phd Dissertation, USA. UMI.
CLAWSON, M.Peter. Ve D.E. Vinson. (1978), Human Values: An Historical And Interdisciplinary Analysis In H.K. Hunt (Ed.) , Advences İn Consumer Research. Vol:5, Ss.396-402.
EAGLE, L., P. Kitchen, L. Rose ve B. Moyle, (2003), Brand Equity and Brand Vulnerability: The Impact of Grey Marketing/Paralel Importing on Brand Equity and Values, European Journal of Marketing, Vol:37, No:10, s.1332-1349.
FAIRCLOTH, J.B., (2005), Factors Influencing Nonprofit Resource Provider Support Decisions: Applying the Brand Equity Concept to Nonprofits, Journal of Marketing Theory and Practice, Vol:13, No:3, s.1-15.
FELDWICK, P., (1996), Do We Really Need Brand Equity?, Journal of Brand Management, Vol:4, No:1, s.9-28.
FOURNIER, S. (1998) Consumers and Their Brands: Developing Relationship Theory in Consumer Research, Journal of Consumer Research, Vol:24, s.343-373.
HOEFFLER, S. ve K.L. Keller, (2002), Building Brand Equity Through Corporate Societal Marketing, Journal of Public Policy and Marketing, Vol:21, No:1, s.78-89.
HOYER, Wayne D., Deborah J. Maclnnis. 1997. Consumer Behavior. Houghton Mifflin Company, Boston.
GIL, R. B., E.F. Andres ve E.M. Salinas, (2007), Family as a Source of Consumer-Based Brand Equity, The Journal of Product and Brand Management, Vol:16, No:3, s.188-199.
GREY, Cynthia Ann Kawolics. 2005. Managerial Ethics: A Quantitative, Correlational Study Of Values And Leadership Styles Of Veterinary Managers, University Of Phoenix, Phd Dissertation, USA. UMI.
JACOBY, J. ve R.W. Chestnut, (1978), Brand Loyalty Measurement and Management, Wiley and Sons Inc, New York.
KAHLE, Lynn R., Patricia Kennedy. 1989. Using the List of Values (LOV) to Understand Consumers, Journal of Consumer Marketing, Vol:6, No:3, ss:5-12.
KELLER, K.L., (1993), Conceptualizing, Measuring, Managing Customer- Based Brand Equity, Journal of Marketing, Vol:57, No:1, s.1-23.
KELLER, K.L., (2003), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Second Edition, Prentice Hall Press, New Jersey.
KELLER, K.L., (2003b), Brand Synthesis: The Multidimensionality of Brand Knowledge, Journal of Consumer Research, Vol.29, No.4, s.595-600.
KIM, Jai-Ok, Sandra Forsythe, Qingliang Gu, Sook Jae Moon. 2002. Cross- Cultural Consumer Values, Needs and Purchase Behavior. Journal of Consumer Marketing, Vol:19, No:6, ss:481-501.
KIM, H., W. Kim ve J.A. An, (2003), The Effect of Consumer-Based Brand Equity on Firms Financial Performance, Journal of Consumer Marketing, Vol:20, No:4, s.335-351.
KRIEGBAUM, C.,(1998), Valuation of Brands A Critical Comparison of Different Methods, Working Paper, Dresden University.
KROPP, Fredrick, Anne M. Lavack, David H. Silvera. 2005. Values and Collective Self-Esteem as Predictors of Consumers Subceptibility to Interpersonal Influence Among University Students. International Marketing Review,Vol:22, No:1, ss:7-33.
KURTULUŞ, Kemal. 2004. Pazarlama Araştırmaları. Literatür Yayıncılık, Genişletilmiş 7. Baskı, İstanbul.
LASSAR, W., B. Mittal ve A. Sharma, (1995), Measuring Customer-Based Brand Equity, Journal of Consumer Marketing, Vol:12, No:4, s.11-19.
LI, X., (2003), How Brand Knowledge Influences Consumers Purchase Intentions, Auburn of University, PhD Dissertation, USA. UMI.
LIN, Fang-Yi. 2003. An Analysis of Hospitality Consumer Lifestyles in the United States, Texas Tech University, PhD Dissertation, USA, UMI.
LOW, G. ve C.W. Lamb, (2000), The Measurement and Dimensionality of Brand Associations, The Journal of Product and Brand Management, Vol:9, No:6, s.350-370.
MATTHIESEN, I. ve I. Phau, (2005), The HUGO BOSS Connection: Achieving Global Brand Consistency Across Countries, Journal of Brand Management, Vol:12, s.325-338.
MOWEN, John C., 1993. Consumer Behavior. Macmillan Publishing Company, Third Edition, New York.
ODABAŞI, Y. ve G. Barış, (2002), Tüketici Davranışı, 2. Baskı, Kapital Medya A.Ş., İstanbul.
ODABAŞI, Y. ve M. Oyman, (2004), Pazarlama İletişimi Yönetimi, Kapital Medya A.Ş., İstanbul.
OLIVER, R.L., (1999), Whence Consumer Loyalty?, Journal of Marketing, Vol:63, s.33-44.
PAPPU, R., P.G. Quester ve R.W. Cooksey, (2006), Consumer-Based Brand Equity and Country-of-Origin Relationships, European Journal of Marketing, Vol:40, No:5/6, s.697-717.
QUESTER, Pascale., Michael Beverland ve Francis Farrelly, (2006), Brand- Personal Values Fit and Brand Meanings: Exploring The Role Individual Values Play In Ongoing Brand Loyalty In Extreme Sports Subculturs, Advances in Consumer Research, Vol:33 No:1, s.21-27.
PARK, C. S. ve V. Srinivasan, (1994), A Survey-Based Method For Measuring and Understanding Brand, Journal of Marketing Research, Vol:31, No:2, s.271-289.
PITTS, R.E. ve A.G. Woodside (1983), Personal Values Influences On Consumer Product Class And Brand Preferences, Journal of Social Psychology, Vol:119, No:1, s.37-53.
PITTS, R.E. ve A.G. Woodside, (1986), Personal Values and Travel Decisions, Journal of Travel Research, Vol:25, No:1, s.20-25.
QUESTER, P. ve A.L. Lim, (2003), Product Involvement/Brand Loyalty: Is There a Link?, The Journal of Product and Brand Management, Vol:12, No:1, s.22-39.
ROKEACH, Milton. 1973. The Nature of Human Values, The Free Press., N.Y.
ROWLEY, J., (2005), The Four Cs Customer Loyalty, Marketing Intelligence and Planning, Vol:23, No:6-7, s.574-581. RUST, R.T., Zeithaml, V. A., Lemon, K. N., (2004), Customer-Centered Brand Management, Harvard Business Review, September, Vol 82, Iss 9. pp 110.
SALEGNA, G. J. ve S.A. Goodwin, (2005), Consumer Loyalty to Service Providers: A Integrated Conceptual Model, Journal of Consumer Saticfaction, Dissaticfaction and Complaining Behavior, Vol:18, s.51-67.
SCHOENBACHLER, D.D., G.L. Gordon, ve T.W. Aurand, (2004), Building Brand Loyalty Through Indıvıdual Stock Ownership, The Journal of Product and Brand Management, Vol:13, No:7, s.488-497.
SHAO, Yu-Lin. 2002. An Exploratory Examination of the Impact of Personal Values on Sport Consumption Preferences and Behaviors: A Cross- Cultural Study, Ohio State University, PhD Dissertation, USA. UMI.
SIRDESHMUKH, D., J. Singh ve B. Sabol, (2002), Consumer Trust, Value and Loyalty in Relational Excanges, Journal of Marketing, Vol:66, No:1, s.15-37.
SOLOMON, Michael R., 1996. Consumer Behavior Buying, Having and Being. Prentice Hall International Editions, Third Edition, New Jersey.
TAYLOR, S.A., S. Goodwin ve K. Celuch, (2004), The Relative Importance of Brand Equity to Customer Loyalty in an Industrial Setting, The Journal of Product and Brand Management, Vol:13, No:4, s.217-227.
ÜNAL, Sevtap, Aysel Erciş. 2006. Tüketicilerin Kişisel Değerlerinin Satın Alma Tarzları Üzerindeki Etkisi. Gazi Üniversitesi Ticaret ve Turizm Eğitim Fakültesi Dergisi,Vol:1, ss:23-48.
VAZQUEZ, R., A.B. Del Rio ve V. Iglesias, (2002), Consumer-Based Brand Equity: Development and Validation of a Measurement Instrument, Journal of Marketing Management, Vol:18, No:1/2, s.27-48.
WANG, Zhengyuan ve C.P. Rao, Personal Values and Shopping Behavior: A Structural Equation Test of The RVS In China, Advanced In Consumer Research, Vol:22, No:1, s.373-380.
WASHBURN, J.H. ve R.E Plank, (2002), Measuring Brand Equity: An Evaluation of a Consumer-Based Brand Equity Scale, Journal of Marketing Theory and Practice, Vol:10, No:1, s.46-61.
WESTBERG, K.P. ve Nigel Kenneth, An Examination of Cause-Related Marketing In The Context Of Brand Attitude, Purchase Intention, Perceived Fit And Personal Values, Journal of Australian and New Zealand Marketing, Vol. 24, No: 3, pp.255 263.
WOOD, L. (2000), Brands and Brand Equity: Definition and Management, Management Decision, Vol:38, No:9, s.662-669.
WOOD, L. M., (2004), Dimensions of Brand Purchasing Behaviour: Consumers in the 18-24 Age Group, Journal of Consumer Behaviour, Vol:4, No:1, s.9-24.
YAPRAKLI, Ş. ve P. Can, (2009), Pazarlama Faaliyetlerinin ve Ailenin Tüketici Temelli Marka Değeri Boyutlarına Etkisi, Atatürk Üniversitesi İİBF Dergisi, Cilt:23, Sayı:1, s.265-290.
YOO, B. ve N. Donthu, (2002), Testing Cross-Cultural Invariance of The Brand Equity Creation Process, The Journal of Product and Brand Management, Vol:11, No:6/7, s.380-398.