Journal of Consumer and Consumption Research (Tüketici ve Tüketim Araştırmaları Dergisi)

1-14

Authors: Ahmet BARDAKÇI & Selçuk Burak HAŞILOĞLU

Since 1985, as a result of vagueness in SERVQUAL scales in terms of “would” and “should” propositions, respondents in fact compare “ideal expectations” and “perceptions”. Researchers, which were unaware of criticism of Teas (1993) and Teas (1994), generally implied “should” concept in their propositions’. Thus respondents attained unrealistic agreements to the given measures. In order to test this anticipation five post graduate dissertations’, which was extracted from Higher Education Council of Turkey database, findings have been examined. In line with our hypothetical expectation acquiescence has been found so common in terms of expected service quality.

53-78

Authors: Şenay SABAH-KIYAN

Identity construction through luxury consumption is one of the trend topics in the marketing literature. It is a controversy whether the counterfeits play a similar role. Since the counterfeits are easily accessible in the countries such as Turkey, the subject became more important accordingly. In this study, the identity construction through consumption of the counterfeits of luxury products will be discussed. In this respect, eleven counterfeit users are selected through purposeful sampling. In depth unstructured interview is used and Miles and Huberman’s model is applied for the data analyses. As a result, the consumers in the sample construct their identities based on five axes related to the counterfeit consumption. These are the desire to be in the reference groups, rationality, tendency to look for variety/novelty, and rationalization of counterfeit consumption.