Keeping up with the Joneses – the Effect of Individual Cultural Values on Conspicuous Consumption
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.
PDF View
References
- Aaker, J. L. & Schmitt, B. H., (1998). The Influence of Culture on the Self-Expressive Use of Brands. %1 içindeAdvances in Consumer Research. Provo, Utah: Association for Consumer Research, p. 12. google scholar
- Azar, G. & Drogendijk, R., (2016). Cultural distance, innovation and export performance: An examination of perceived and objective cultural distance. European Business Review, 28(2), pp. 176-207. google scholar
- Bagwell, L. & Bernheim, B. D., (1996). Veblen effects in a theory of conspicuous consumption. The American Economic Review, 86(3), pp. 349-373. google scholar
- Bagwell, L. S. & Bernheim, D. B., (1996). Veblen effects in a theory of conspicuous consumption. American Economic Review, 86(3), pp. 349-373. google scholar
- Baker, T. L., Meyer, T. & Chebat, J.-C., (2013). Cultural impacts on felt and expressed emotions and third party complaint relationships. Journal of Business Research, 66, pp. 816-822. google scholar
- Bakewell, C. & Mitchell, V.-W., (2003). Generation y female consumer decision-making styles. International Journal of Retail and Distribution Management, 31(2), pp. 95-106. google scholar
- Bardakçı, A. & Akıncı, M. (2014). Türkiye’de ürün markalamada yabanci dil kullanimi: sebepler ve sonuçlar. Tüketici ve Tüketim Araştırmaları Dergisi, 6(1), pp. 1-26. google scholar
- Blocker, C. P. & Flint, D. J. (2007). Exploring the dynamics of customer value in cross-cultural business relationships. Journal of Business and Industrial Marketing, 22(4), pp. 249-259. google scholar
- Brake, T., Walker, D. M. & Walker, T. (1995). Doing Business Internationally: The Guide to Cross-Cultural Success. New York: Irwin Publishing. google scholar
- Braun, O. L. & Wicklund, R. A. (1989). Psychological antecedents of conspicuous consumption. Journal of Economic Pscyhology, 10(2), pp. 161-187. google scholar
- Chang, J. & Nelson, M. R. (2016). The effects of vertical individualism on status consumer orientations and behaviors. Psychology and Marketing, 33(5), pp. 318-330. google scholar
- Chaudhuri, H. R. & Majumdar, S. (2006). Of diamonds and desires: understanding conspicuous consumption from a contemporary marketing perspective. Academy of Marketing Science Review, 11, pp. 1-18. google scholar
- Chaudhuri, H. R., Mazumdar, S. & Ghoshal, A. (2011). Conspicuous consumption orientation: conceptualisation, scale development and validation. Journal of Consumer Behaivour, 10, pp. 216-224. google scholar
- Corneo, G. & Jeanne, O. (1997). Conspicious consumption, snobbism and conformism. Journal of Public Economics, 66, pp. 55-71. google scholar
- Douglas, S. P. & Wind, Y. (1987). The Myth of Globalization. Columbia Journal of World Business, Winter.pp. 19-29. google scholar
- Eastman, J. K., GoldSmith, R. E. & Flynn, L. R. (1999). Status consumption in consumer behavior: Scale development and validation. Journal of Marketing Theory and Practice, 7(3), pp. 41-52. google scholar
- Giovannini, S., Xu, Y. & Thomas, J. (2015). Luxury consumption and generation y consumers: Self, brand consciousness and consumption motivations. Journal of Fashion Marketing and Management, 19(1), pp. 22-40. google scholar
- Goldsmith, R. E. & Clark, R. A. (2012). Materialism, status consumption, and consumer independence. Journal of Social Psychology, 152(1), pp. 43-60. google scholar
- Han, y. J., Nunes, J. C. & Xavier, D., (2010). Signaling status with luxury goods: The role of brand prominence. Journal of Marketing, 74, pp. 15-30. google scholar
- Hofstede, G. (1980). Culture’s consequences: International differences in work-related values. Beverly Hills: Sage Publications. google scholar
- Hofstede, G. (2011). Dimensionalizing cultures: The hofstede model in context. Online Readings in Psychology and Culture, 2(1), pp. 2-25. google scholar
- Lachance, M. J., Beaudoin, P. & Robitaille, J. (2003). Adolescents’ brand sensitivity in apparel: Influence of three socialization agents. International Journal of Consumer Studies, 27(1), pp. 47-57. google scholar
- Lehmann, D. R. & Winer, R. S. (1997). Product Management. Sydney: Irwin. Levitt, T. (1984). The Globalization of Markets. McKİnsey Quarterly, Summer.pp. 2-20. google scholar
- Liao, J. & Wang, L (2009). Face as a mediator of the relationship between material value and brand consciousness. Psychology and Marketing, 26(11), pp. 987-1001. google scholar
- Mann, B. J. S. & Sahni, S. K. (2014). Exploring the drivers of status consumption for the wedding occasion. International Journal of Market Research, 57(2), pp. 179-202. google scholar
- Manrai, L. A., Lascu, D.-L., Manrai, A. K. & Babb, H. W. (2001). A cross‐cultural comparison of style in eastern european emerging markets. International Marketing Review, 18(3), pp. 270-285. google scholar
- McCracken, G. (1986). Culture and consumption: A theoretical account of the structure and movement of the cultural meaning of consumer goods. Journal of Consumer Research, 13, pp. 71-84. google scholar
- Nan, X. & Heo, K (2007). Consumer responses to corporate social responsibility (CSR) initiatives: examining the role of brand-cause fit in cause-related marketing. Journal of Advertising, 362, pp. 63-74. google scholar
- Nelson, M. R. & McLeod, L. E. (2005). Adolescent brand consciousness and product placements: Awareness, liking and perceived effects on self and others. International Journal of Consumer Studies, 29(6), pp. 515-528. google scholar
- Neteyemer, R., Durvasula, S. & Lichtenstein, D. R. (1991). A cross-national assessment of the reliability and validty of the CETSCALE. Journal of Marketing Research, 28(3), pp. 320-327. google scholar
- Prasongsukarn, K. (2009). Validating the cultural value scale (CVSCALE): A Case Study of Thailand. ABAC Journal, 29(2), pp. 1-13. google scholar
- Richter, N. F. et al., 2016. Using cultural archetypes in cross-cultural management studies. Journal of International Management, 22, pp. 63-83. google scholar
- Samaha, S. A., Beck, J. T. & Palmatier, R. W. (2014). The role of culture in international relationship marketing. Journal of Marketing, 78(5), pp. 78-98. google scholar
- Shaw, D. S. & Clarke, I. (1998). Culture, consumption and choice: Towards a conceptual relationship. Journal of Consumer Studies and Home Economics, 22(3), pp. 163-168. google scholar
- Shimp, T. A. & Sharma, S. (1987). Consumer ethnocentricism: Construction and validation of the CETSCALE. Journal of Marketing Research, 24(3), pp. 280-289. Shukla, P. (2008). Conspicuous consumption among middle age consumers: Psyhcological and brand antecedents. Journal of Product and Brand Management, 17(1), pp. 25-36. google scholar
- Singh, S., 2006. Cultural differences in, and influences on, consumers’ propensity to adopt innovations. International Marketing Review, 23(2), pp. 173-191. google scholar
- Soares, A. M. (2005). The Influence of Culture on Consumers: Exploratory and Risk Taking Behavior. Unpublished Doctoral Dissertation: Escola de Economia a Gestao: University of Minho. google scholar
- Sproles, G. B. & Kendall, E. L. (1986). A methodology for profiling consumers’ decision-making styles. Journal of Consumer Affairs, 20(2), pp. 267-279. Straub, D. et al. (2002). Toward a theory-based management of culture. Journal of Global Information Management, 10(1), pp. 13-23. google scholar
- Veblen, T. (1899). The Theory of the Leisure Class. s.l.:Oxford University Press. Vigenron, F. & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review, 1, pp. 1-15. google scholar
- Walsh, G. et al. (2016). Developing and validating a scale of consumer brand embarrassment tendencies. Journal of Business Research, 69(3), pp. 1138-1147. google scholar
- Wong, N. Y. & Ahuvia, A. C. (1998). Personal taste and family face: Luxury consumption in confucian and western societies. Psyhcology and Marketing, 15(5), pp. 423-441. google scholar
- Yim, M. Y.-C. et al (2014). Drivers of attitudes towards luxury brands. International Marketing Review, 31(4), pp. 363-389. google scholar
- Yoo, B., Donthu, N. & Lenartowicz, T. (2011). Measuring hofstede’s five dimensions of cultural values and the individual level: Development and validation of CVSCALE. Journal of International Consumer Marketing, 23(3-4), pp. 193-210. google scholar
- Zinkhan, G. M. & Prenshaw, P. J. (1994). Good life images and brand name associations: Evidence from Asia, America, and Europe. Advances in Consumer Research, 2, pp. 496-500. google scholar
Citations
Copy and paste a formatted citation or use one of the options to export in your chosen format
EXPORT
APA
Aydın Ünal, D., Yaraş, E., & Kıymalıoğlu, A. (2018). Keeping up with the Joneses – the Effect of Individual Cultural Values on Conspicuous Consumption. Istanbul Business Research, 47(1), 88-100. https://doi.org/10.26650/ibr.2018.47.01.0005
AMA
Aydın Ünal D, Yaraş E, Kıymalıoğlu A. Keeping up with the Joneses – the Effect of Individual Cultural Values on Conspicuous Consumption. Istanbul Business Research. 2018;47(1):88-100. https://doi.org/10.26650/ibr.2018.47.01.0005
ABNT
Aydın Ünal, D.; Yaraş, E.; Kıymalıoğlu, A. Keeping up with the Joneses – the Effect of Individual Cultural Values on Conspicuous Consumption. Istanbul Business Research, [Publisher Location], v. 47, n. 1, p. 88-100, 2018.
Chicago: Author-Date Style
Aydın Ünal, Duygu, and Eyyüp Yaraş and Aslıhan Kıymalıoğlu. 2018. “Keeping up with the Joneses – the Effect of Individual Cultural Values on Conspicuous Consumption.” Istanbul Business Research 47, no. 1: 88-100. https://doi.org/10.26650/ibr.2018.47.01.0005
Chicago: Humanities Style
Aydın Ünal, Duygu, and Eyyüp Yaraş and Aslıhan Kıymalıoğlu. “Keeping up with the Joneses – the Effect of Individual Cultural Values on Conspicuous Consumption.” Istanbul Business Research 47, no. 1 (Jun. 2025): 88-100. https://doi.org/10.26650/ibr.2018.47.01.0005
Harvard: Australian Style
Aydın Ünal, D & Yaraş, E & Kıymalıoğlu, A 2018, 'Keeping up with the Joneses – the Effect of Individual Cultural Values on Conspicuous Consumption', Istanbul Business Research, vol. 47, no. 1, pp. 88-100, viewed 26 Jun. 2025, https://doi.org/10.26650/ibr.2018.47.01.0005
Harvard: Author-Date Style
Aydın Ünal, D. and Yaraş, E. and Kıymalıoğlu, A. (2018) ‘Keeping up with the Joneses – the Effect of Individual Cultural Values on Conspicuous Consumption’, Istanbul Business Research, 47(1), pp. 88-100. https://doi.org/10.26650/ibr.2018.47.01.0005 (26 Jun. 2025).
MLA
Aydın Ünal, Duygu, and Eyyüp Yaraş and Aslıhan Kıymalıoğlu. “Keeping up with the Joneses – the Effect of Individual Cultural Values on Conspicuous Consumption.” Istanbul Business Research, vol. 47, no. 1, 2018, pp. 88-100. [Database Container], https://doi.org/10.26650/ibr.2018.47.01.0005
Vancouver
Aydın Ünal D, Yaraş E, Kıymalıoğlu A. Keeping up with the Joneses – the Effect of Individual Cultural Values on Conspicuous Consumption. Istanbul Business Research [Internet]. 26 Jun. 2025 [cited 26 Jun. 2025];47(1):88-100. Available from: https://doi.org/10.26650/ibr.2018.47.01.0005 doi: 10.26650/ibr.2018.47.01.0005
ISNAD
Aydın Ünal, Duygu - Yaraş, Eyyüp - Kıymalıoğlu, Aslıhan. “Keeping up with the Joneses – the Effect of Individual Cultural Values on Conspicuous Consumption”. Istanbul Business Research 47/1 (Jun. 2025): 88-100. https://doi.org/10.26650/ibr.2018.47.01.0005