Abstract:

The aim of this study is to identify the ethnosentric trends of Turkish consumers using sports products with this scale adaptation of the Consumer Ethnocentric Tendency Scale (CETSCALE) developed by Shimp and Sharma (1987) (a) for consumers of sports products (b). The study was carried out in two stages in accordance with these goals: in the first stage of the study, the scale developed by the original form Shimp and Sharma (1987) was adapted to the Turkish culture and achieved the "ethnosentric trend scale towards sports products". In the second phase of the study, using the new scale obtained in the first phase, the ethnosentric trends of Turkish consumers using sports products were tried to be determined. According to the study findings, the ethnosentric trends of Turkish consumers using sports products were "2.57" - medium-level. There is no significant difference in the ethnosentric trend levels of Turkish consumers using sports products in terms of demographic variables. The study is expected to contribute to the literature related to the concept of ethnosentrism in the sports sector and also to provide a scale for the companies selling sports products that can be used in their strategic development and practice.

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Abstract:

The aim of this study is (a) to adapt the Consumer Ethnocentric Tendency Scale (CETSCALE) developed by Shimp and Sharma (1987) for Turkish consumers using sports products, (b) to determine the ethnocentric tendencies of Turkish consumers who use sports products with the adapted scale. The study was carried out in two stages for these purposes: In the first stage; the scale developed by Shimp and Sharma (1987) was adapted for Turkish culture and “Ethnocentric Tendency Scale for Sport Products” was obtained. In the second stage; By using the new scale obtained in the first stage, the ethnocentric tendencies of Turkish consumers using sports products were tried to be determined. According to the findings of the study, the ethnocentric tendencies of Turkish consumers using sports products were found to be “2.57”- moderate level. No significant difference was found in the ethnocentric tendency levels of Turkish consumers using sports products in terms of demographic variables. The study is expected to contribute to the literature on the concept of ethnocentrism in the sports sector, as well as to provide a scale to the companies selling sports products that they can use in developing and implementing their strategies.