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    COMMODITY SHINES IDENTITY: AN ANALYSIS OF CONSPICUOUS CONSUMPTION IN RELATION TO SELF-IMAGE CONGRUENCE AND MATERIALISM
    (Varazdin Development & Entrepreneurship Agency, 2016) Topcu, Ulvi Cenap
    The purpose of this study is to test a model with direct and indirect effects of self-image congruence and materialism on conspicuous consumption. There are several studies investigating different aspects of these concepts, yet interrelations are not adequately explored. Research data is gathered using an online 5-point Likert questionnaire. E-mail invitations for participating the survey were sent to university personnel and public servants, and 561 attendants from different towns in Turkey replied the call. Structural equation modelling is used to test the hypothesis and reveal the relationships between mentioned constructs. The results exhibit that self-image congruence and materialistic values are positively related to conspicuous consumption, and materialism mediates the relationship between self-image congruence and conspicuous consumption. Findings shed light on conspicuous consumption from a socio-psychological viewpoint by involving self-concept and materialistic value system. This study has an extensive perspective to indicate clear practical results on product choice, yet it is inspirational for further studies with elaborative product categories.
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    INNOVATION MEASUREMENT REVISITED: COMPARISON OF THREE MAIN MEASURES
    (Varazdin Development & Entrepreneurship Agency, 2016) Kose, Can; Topcu, Ulvi Cenap
    Innovation is interpreted as a tool enabling economic development, growth and international competition. It is vitally important in both macro and micro level, thus measuring of innovation also emerge as a crucial issue. The purpose of this study is to compare Global Innovation Index (GII), European Innovation Scoreboard (EIS) and Innovation Subindex of Global Competitiveness Index (GCI-Inn) to have insight of innovation understanding of different perspectives. The reports and previous studies are examined for this purpose in respect to structural formations, common grounds and outcome differences. It is found that innovation conceptualization and innovation measurement is not standardized. For a more thriving measurement, it is suggested to combine the advantages of three measures such as number of countries in GCI and GII, detailed perspective of GII and SME emphasis of EIS.
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    Willingness to buy foreign products in relation to ethnocentric tendencies and worldminded attitudes of consumers
    (Elsevier Science Bv, 2015) Topcu, Ulvi Cenap; Kaplan, Mustafa
    The aim of this study is to investigate how consumer ethnocentrism and worldmindedness change consumer attitudes, and how domestic product judgment moderates this relationship. Associated hypotheses are tested with data collected with a field survey of a sample of 292 consumers in Canakkale. The research illustrates the worldmindedness construct with recognized consumer ethnocentrism notion. Results reveal that consumer ethnocentrism is negatively related to willingness to buy foreign products, and domestic product judgment does not have significant moderating effect in this relationship. Worldmindedness, on the contrary, is not related with willingness to buy foreign products, but domestic product judgment has a significant moderator role on the relationship between worldmindedness and willingness to buy foreign products. At the end, the research findings are discussed and also future research opportunities are presented. (C) 2015 The Authors. Published by Elsevier Ltd.