MARKA GÖSTERİŞİNDEN KAÇINMA İLE İLİŞKİLİ FAKTÖRLERİN BELİRLENMESİ: YÜKSEKOKUL ÖĞRENCİLERİ İLE GERÇEKLEŞTİRİLEN BİR ÇALIŞMA

Markaların gösteriş amaçlı kullanılması ve belirli markaların kullanımından kaçınma davranışlarını inceleyen çalışmalar olmakla birlikte markaların gösteriş amaçlı kullanımından kaçınmaya dikkat çeken araştırmalara rastlanılmamaktadır. Markaları gösteriş amaçlı kullanmaktan kaçınma davranışını ve bu davranışla ilişkili faktörleri konu alan çalışma, bu değişkenler arasındaki ilişkileri aydınlatmayı amaçlamaktadır. Böylece işletmeler ve pazarlama yazınına katkı sağlanması hedeflenmektedir. Çalışma kapsamında Kırıkkale Üniversitesi Keskin Meslek Yüksekokulu öğrencileri ile yüz yüze anket çalışması gerçekleştirilmiş ve elde edilen birincil veriler istatistik paket programı ile analiz edilip bulgular yorumlanmıştır. Analizler neticesinde, marka bilincinin düşüklüğü, sosyal karşılaştırma duyarlılığının düşüklüğü ve benlik saygısının yüksekliğinin marka gösterişinden kaçınma ile olumlu ilişkili olduğu anlaşılmaktadır. Ayrıca erkekler ve geliri düşük olanlar da marka gösterişinden daha fazla kaçınmaktadır. Çalışma sonucunda bulgular yorumlanmakta ve işletmeler için öneriler geliştirilmektedir

DETERMINING THE FACTORS RELATED WITH AVOIDANCE FROM BRAND CONSPICIOUSNESS: A STUDY CONDUCTED WITH STUDENTS OF VOCATIONAL HIGH SCHOOL

Although researches about using brands for conspicuous purposes and avoidance of using certain brands exists, there is not seen studies that point out using brand for conspicuous purposes. This study takes into consideration the avoidance behavior of using brands for conspicuous purposes and related factors with this behavior, aims to clarify the relationships among these variables. Thus, it is aimed to contribute the companies and marketing literature. Under the framework of the study, face to face survey is conducted with students of Keskin Vocational High School and obtained initial data is analyzed with statistical package program and findings are interpreted. After analysis, it is understood that the lowness of brand consciousness and sensitivity to social comparison and highness of self-esteem is positively related with avoidance from conspicuous brand consumption. Moreover, male and low

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