PERSONAL VALUES OF AMERICAN AND EUROPEAN MARKETING EDUCATORS: A COMPARATIVE ANALYSIS

The aim of this study is to establish a methodfor grouping American (USA) and European marketing educators according to their personal values, and to determine the value dimensions in which differences are manifested. To this end, cluster analysis and univariate analysis were used. A web-based survey was employed to collect the data and a total of 251 respondents replied to the questionnaire. The distribution of the respondents was 65 percent American Marketing Educators and 35 percent European Marketing Educators. The Schwartz Value Survey (SVS) was utilized to classify basic groups of marketing educators according to personal values and a hierarchical cluster analysis was used to cluster the marketing educators. According to the Akaike Information Criterion (AIC) three clusters were established (altrustic-based, success-based, justice-based, and success-based) for American marketing educators, and two clusters were established (Justice-based and Universalist) for European Marketing Educators. As a result ofthe ANOVA analysis that was conducted, significant differences were detected between the two groups in five value dimensions.