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MARKA MENŞEİ TANIMA DOĞRULUĞU KAVRAMI VE MISIR PAZARINDAKI TÜRK MARKALARI ÜZERİNE BİR ARAŞTIRMA

Yıl 2019, Cilt: 4 Sayı: 2, 111 - 123, 01.12.2019

Ahmet Koçak Azra Bayraktar

Öz

Yüksek katma değerli ve markalı ürünlerin ihracatı, ülkelerin ekonomileri için hayati öneme sahiptir. Markaların, yer aldıkları pazarlardaki bilinirliklerini ve menşei algılarını ölçmek, mikro düzeyde işletmelerin, makro düzeyde ise dünyanın ülke markasına dair algılarının yönetilebilmesi için, büyük önem taşımaktadır. Marka literatüründe ve pazarlama uygulamalarındaki yeri ve öneminden ötürü Marka Menşei kavramı araştırılmış; Mısır'da yaşayan 840 Mısırlı tüketiciye, ülkede faaliyet gösteren 12 Türk, 5 global markanın menşei testi yapılmıştır. Orijini en yüksek oranda doğru bilinen ilk 3 marka, Türk markaları olmuştur.

Anahtar Kelimeler

Marka orijini ülke menşei Türk markaları Mısır pazarı

Kaynakça

  • Aaker, J. L. (1997), “Dimensions of brand personality”, Journal of Marketing Research, 34(3), 347-356. Abdellah-Kilani, F., & Zorai, R. (2019), “Brand Origin Recall Accuracy (BORECA): a new measure of brand origin salience”, International Marketing Review, 36(3), 464-482.
  • Aktan, M., & Chao, P. W. (2016), “Impact of Country Personality on Attitude Toward Foreign Products : Self-congruity as a Mediator”, Atlantic Marketing Journal, 5(1), 155-171 Balabanis, G. and Diamantopoulos, A. (2008), “Brand origin identification by consumers: a classification perspective”, Journal of International Marketing, 16(1), 39-71. Balabanis, G. and Diamantopoulos, A. (2011), “Gains and losses from the misperception of brand origin: the role of brand strength and country-of-origin image”, Journal of International Marketing, 19(2), 95-116. Batra, R., Lehmann, D. R., & Singh, D. (1993), “The brand personality component of brand goodwill: some antecedents and consequences”, Brand Equity and Advertising, 83-96. d'Astous, A., & Boujbel, L. (2007), “Positioning countries on personality dimensions: Scale development and implications for country marketing” Journal of Business Research, 60(3), 231- 239. Farrell, D., Gersch, U. A., & Stephenson, E. (2006), “The value of China's emerging middle class”, McKinsey Quarterly, 2(I), 60.
  • Garrett, T.C., Lee, S. and Chu, K. (2017), “A store brand’s country-of-origin or store image: what matters to consumers?”, International Marketing Review, 34(2), 272-292.
  • Herz, M.F. and Diamantopoulos, A. (2017), “I use it but will tell you that I don’t: consumers’ country-of-origin cue usage denial”, Journal of International Marketing, 25(2), 52-71
  • Kotler, P., & Gertner, D. (2002), “Country as brand, product, and beyond: A place marketing and brand management perspective”, Journal of brand management, 9(4), 249-261.17
  • Kotler, P., Jatusripitak, S., & Maesincee, S. (2005), “Ulusların Pazarlanması (Ulusal Refahı Oluşturmada Stratejik Bir Yaklaşım), Çeviren: Ahmet Buğdaycı, Türkiye İş Bankası Kültür Yayınları, İstanbul.
  • Lu Wang, C., & Xiong Chen, Z. (2004), “Consumer ethnocentrism and willingness to buy domestic products in a developing country setting: testing moderating effects”, Journal of Consumer Marketing, 21(6), 391-400.
  • Magnusson, P., Westjohn, S.A. and Zdravkovic, S. (2011), “What? I thought Samsung was Japanese’: accurate or not, perceived country of origin matters”, International Marketing Review, 28 (5), 454-472.
  • Majid, K. (2017), “Drawing negative inferences from a positive country-of-origin image: consumers’ use of COI and price levels to assess counterfeit drugs”, International Marketing Review, 34 (2), 293-310.
  • Martin, O.M. and Cerviño, J. (2011), “Towards an integrative framework of brand country of origin recognition determinants: a cross-classified hierarchical model”, International Marketing Review, 28 (6), 530-558.
  • Paswan, A.K. and Sharma, D. (2004), “Brand-country of origin (COO) knowledge and COO image: investigation in an emerging franchise market”, Journal of Product & Brand Management, 13 (3), 144-155.
  • Pharr, J.M. (2005), “Synthesizing country-of-origin research from last decade: is the concept still salient in an era of global brands?”, Journal of Marketing Theory and Practice, 13 (4), 34-45.
  • Rojas-Méndez, J. I., Murphy, S. A., & Papadopoulos, N. (2013). The US brand personality: A Sino perspective. Journal of Business Research, 66(8), 1028-1034.
  • Samiee, S., Shimp, T.A. and Sharma, S. (2005), “Brand origin recognition accuracy: its antecedents and consumers’ cognitive limitations”, Journal of International Business Studies, 36 (4), 379-397.
  • Samiee, S. (2011), “Resolving the impasse regarding research on the origins of products and brands”, International Marketing Review, 28 (5), 473-485.
  • Sharma, P. (2011), “Country of origin effects in developed and emerging markets: exploring the contrasting roles of materialism and value consciousness”, Journal of International Business Studies, 42 (2), 285-306.
  • Thakor, M.V., Kohli, C.S. (1996), “Brand origin: conceptualization and review”, Journal of Consumer Marketing, 13 (3), 27-42.18
  • Thakor, M.V., Lavack A.M. (2003), “Effect of perceived brand origin associations on consumer perceptions of quality”, Journal of Product & Brand Management, 12 (6), 394-407.
  • Usunier, J. C. (2006), “Relevance in business research: the case of country‐of‐origin research in marketing”, European Management Review, 3 (1), 60-73.
  • Usunier, J.C. (2011), “The shift from manufacturing to brand origin: suggestions for improving COO relevance”, International Marketing Review, 28 (5), 486-496.
  • Wang, C. K., & Lamb, C. W. (1983). “The impact of selected environmental forces upon consumers' willingness to buy foreign products”, Journal of the Academy of marketing Science, 11(1-2), 71-84.
  • Zhuang, G., Wang, X., Zhou, L. and Zhou, N. (2008), “Asymmetric effects of brand origin confusion: evidence from the emerging market of China”, International Marketing Review, 25 (4), 441-457.
  • İnternet Kaynakları
  • (2019) AEI Beyond 2030: Economic Growth in the Middle East and North Africa: https://www.aei.org/publication/beyond-2030-economic-growth-in-the-middle-east-and- north-africa/ adresinden alındı
  • (2017). Ahram: http://english.ahram.org.eg/NewsContent/1/64/281848/Egypt/Politics-/A-young- nation--of-Egypts-population-are-under-.aspx adresinden alındı
  • (2018). Aljazeera: https://www.aljazeera.com/news/2018/03/mbc-removes-turkish-tv-drama- broadcast-180305105648251.html adresinden alındı
  • (2019). Beko PLC: https://www.bekoplc.com/news/uk-number-1-large-home-appliance-brand/ adresinden alındı
  • (2019). Capital: https://www.capital.com.tr/sirket-panosu/sirket-panosu-haberleri/3-kenyali- bebekten-1i-molfix-giyecek adresinden alındı
  • (2018). Dünya: https://www.dunya.com/kose-yazisi/turkler-gelecek-yil-misirda-endustri-bolgesi- kuracak/420530 adresinden alındı
  • (2018). Egypt Independent: https://ww.egyptindependent.com/egyptian-government-to-count- number-of-expatriates/ adresinden alındı
  • (2018). Egypt Today: https://www.egypttoday.com/Article/3/50919/Analysis-What-are- Egyptians-using-the-internet-for adresinden alındı19
  • (2017). Ekonomist. https://www.ekonomist.com.tr/arastirmalar/misir-ile-ticaret-sessiz-sedasiz- buyuyor.html adresinden alındı
  • (2019). Evrensel Gazetesi: https://www.evrensel.net/haber/380159/turkiye-ile-misir-arasindaki- ticarette-rekor adresinden alındı
  • (2012). Financial Times: https://www.ft.com/content/7585c3ee-3980-11e2-85d3-00144feabdc0 adresinden alındı
  • (2018). Hoot Suite: https://hootsuite.com/resources/digital-in-2018-emea adresinden alındı
  • (2019). Hurriyet Daily: http://www.hurriyetdailynews.com/ban-on-turkish-dramas-in-the-gulf- backfires-researcher-140606 adresinden alındı
  • (2019). IKEA: https://www.ikea.com/jp/en/about_ikea/newsitem/20180128_Ingvar_Kamprad adresinden alındı
  • (2019. Kültür Bakanlığı: http://www.kultur.gov.tr/Eklenti/63273,border-statistics- 2018xlsx.xlsx?0 adresinden alındı
  • (2019). LCWaikiki: http://corporate.lcwaikiki.com/magazalar adresinden alındı
  • (2019). MFA: http://www.mfa.gov.tr/-misir-ekonomisi.tr.mfa adresinden alındı
  • (2019). MFA: http://www.mfa.gov.tr/turkiye-misir_siyasi-iliskileri-.tr.mfa adresinden alındı
  • (2019). Perakende.org: https://www.perakende.org/hayat-kimya-kenya-pazarinda-da-liderlik- hedefliyor-1342812761h.html adresinden alındı
  • (2019). Perakende.org: https://www.perakende.org/defacto-fas-bolgesinin-moda-oncusu-olmaya- aday-1342813202h.html adresinden alındı
  • (2019). Popcouncil: https://www.popcouncil.org/research/survey-of-young-people-in-egypt adresinden alındı
  • (2019). Sabah: https://www.sabah.com.tr/yazarlar/kerem-alkin/2019/05/01/hedef-kg-basina-2- dolar adresinden alındı
  • (2018). The Arab Weekly: https://thearabweekly.com/egypt-calls-grow-boycott-turkish-goods adresinden alındı
  • (2018). The Conversation: http://theconversation.com/how-ikeas-founder-exported-a-certain- image-of-sweden-from-frugality-to-fika-91017 adresinden alındı
  • (2019). TİM İhracat 2019 Raporu: https://www.tim.org.tr/files/downloads/sunumlar/Y%C3%B6nlendirme%20Sunumlar%C20
  • 4%B1/Karisik/Yeni%20Vizyon%20Yeni%20Yol%20Haritas%C4%B1%20%C4%B0hrac at%202019%20Raporu.pdf adresinden alındı
  • (2018). TİM Mısır Ülke Bilgi Notu: İstanbul: Türkiye İhracatçılar Meclisi. http://www.tim.org.tr/files/downloads/ihracat/Ulke_Masalari/ulke_bilgi_notu/Misir_Bilgi _Notu.pdf adresinden alındı
  • (2019). TOBB: https://tobb.org.tr/Sayfalar/Detay.php?rid=22620&lst=MansetListesi adresinden alındı
  • (2019). The World Fact: https://www.cia.gov/library/publications/the-world- factbook/geos/eg.html adresinden alındı
  • (2019) Worldometers: https://www.worldometers.info/world-population/egypt-population/ adresinden alındı

BRAND ORIGIN RECOGNITION ACCURACY AND A RESEARCH FOR TURKISH BRANDS IN THE EGYPT MARKET

Yıl 2019, Cilt: 4 Sayı: 2, 111 - 123, 01.12.2019

Ahmet Koçak Azra Bayraktar

Öz

Exports of high value-added and branded products and services are vital for the economies of all countries. Measuring brand awareness and the perception of brand origin in the markets where brands operate is of great importance to both countries and enterprises to flourish perceived country brand. The concept of Brand Origin, an essential part of the branding literature and marketing practices, has been tested. 840 Egyptian consumers were asked about the origin of twelve Turkish and five global brands. Turkish brands are listed as the first three brands whose origin is accurately known to the highest.

Anahtar Kelimeler

Brand origin country-of-origin Turkish brands Egypt market

Kaynakça

  • Aaker, J. L. (1997), “Dimensions of brand personality”, Journal of Marketing Research, 34(3), 347-356. Abdellah-Kilani, F., & Zorai, R. (2019), “Brand Origin Recall Accuracy (BORECA): a new measure of brand origin salience”, International Marketing Review, 36(3), 464-482.
  • Aktan, M., & Chao, P. W. (2016), “Impact of Country Personality on Attitude Toward Foreign Products : Self-congruity as a Mediator”, Atlantic Marketing Journal, 5(1), 155-171 Balabanis, G. and Diamantopoulos, A. (2008), “Brand origin identification by consumers: a classification perspective”, Journal of International Marketing, 16(1), 39-71. Balabanis, G. and Diamantopoulos, A. (2011), “Gains and losses from the misperception of brand origin: the role of brand strength and country-of-origin image”, Journal of International Marketing, 19(2), 95-116. Batra, R., Lehmann, D. R., & Singh, D. (1993), “The brand personality component of brand goodwill: some antecedents and consequences”, Brand Equity and Advertising, 83-96. d'Astous, A., & Boujbel, L. (2007), “Positioning countries on personality dimensions: Scale development and implications for country marketing” Journal of Business Research, 60(3), 231- 239. Farrell, D., Gersch, U. A., & Stephenson, E. (2006), “The value of China's emerging middle class”, McKinsey Quarterly, 2(I), 60.
  • Garrett, T.C., Lee, S. and Chu, K. (2017), “A store brand’s country-of-origin or store image: what matters to consumers?”, International Marketing Review, 34(2), 272-292.
  • Herz, M.F. and Diamantopoulos, A. (2017), “I use it but will tell you that I don’t: consumers’ country-of-origin cue usage denial”, Journal of International Marketing, 25(2), 52-71
  • Kotler, P., & Gertner, D. (2002), “Country as brand, product, and beyond: A place marketing and brand management perspective”, Journal of brand management, 9(4), 249-261.17
  • Kotler, P., Jatusripitak, S., & Maesincee, S. (2005), “Ulusların Pazarlanması (Ulusal Refahı Oluşturmada Stratejik Bir Yaklaşım), Çeviren: Ahmet Buğdaycı, Türkiye İş Bankası Kültür Yayınları, İstanbul.
  • Lu Wang, C., & Xiong Chen, Z. (2004), “Consumer ethnocentrism and willingness to buy domestic products in a developing country setting: testing moderating effects”, Journal of Consumer Marketing, 21(6), 391-400.
  • Magnusson, P., Westjohn, S.A. and Zdravkovic, S. (2011), “What? I thought Samsung was Japanese’: accurate or not, perceived country of origin matters”, International Marketing Review, 28 (5), 454-472.
  • Majid, K. (2017), “Drawing negative inferences from a positive country-of-origin image: consumers’ use of COI and price levels to assess counterfeit drugs”, International Marketing Review, 34 (2), 293-310.
  • Martin, O.M. and Cerviño, J. (2011), “Towards an integrative framework of brand country of origin recognition determinants: a cross-classified hierarchical model”, International Marketing Review, 28 (6), 530-558.
  • Paswan, A.K. and Sharma, D. (2004), “Brand-country of origin (COO) knowledge and COO image: investigation in an emerging franchise market”, Journal of Product & Brand Management, 13 (3), 144-155.
  • Pharr, J.M. (2005), “Synthesizing country-of-origin research from last decade: is the concept still salient in an era of global brands?”, Journal of Marketing Theory and Practice, 13 (4), 34-45.
  • Rojas-Méndez, J. I., Murphy, S. A., & Papadopoulos, N. (2013). The US brand personality: A Sino perspective. Journal of Business Research, 66(8), 1028-1034.
  • Samiee, S., Shimp, T.A. and Sharma, S. (2005), “Brand origin recognition accuracy: its antecedents and consumers’ cognitive limitations”, Journal of International Business Studies, 36 (4), 379-397.
  • Samiee, S. (2011), “Resolving the impasse regarding research on the origins of products and brands”, International Marketing Review, 28 (5), 473-485.
  • Sharma, P. (2011), “Country of origin effects in developed and emerging markets: exploring the contrasting roles of materialism and value consciousness”, Journal of International Business Studies, 42 (2), 285-306.
  • Thakor, M.V., Kohli, C.S. (1996), “Brand origin: conceptualization and review”, Journal of Consumer Marketing, 13 (3), 27-42.18
  • Thakor, M.V., Lavack A.M. (2003), “Effect of perceived brand origin associations on consumer perceptions of quality”, Journal of Product & Brand Management, 12 (6), 394-407.
  • Usunier, J. C. (2006), “Relevance in business research: the case of country‐of‐origin research in marketing”, European Management Review, 3 (1), 60-73.
  • Usunier, J.C. (2011), “The shift from manufacturing to brand origin: suggestions for improving COO relevance”, International Marketing Review, 28 (5), 486-496.
  • Wang, C. K., & Lamb, C. W. (1983). “The impact of selected environmental forces upon consumers' willingness to buy foreign products”, Journal of the Academy of marketing Science, 11(1-2), 71-84.
  • Zhuang, G., Wang, X., Zhou, L. and Zhou, N. (2008), “Asymmetric effects of brand origin confusion: evidence from the emerging market of China”, International Marketing Review, 25 (4), 441-457.
  • İnternet Kaynakları
  • (2019) AEI Beyond 2030: Economic Growth in the Middle East and North Africa: https://www.aei.org/publication/beyond-2030-economic-growth-in-the-middle-east-and- north-africa/ adresinden alındı
  • (2017). Ahram: http://english.ahram.org.eg/NewsContent/1/64/281848/Egypt/Politics-/A-young- nation--of-Egypts-population-are-under-.aspx adresinden alındı
  • (2018). Aljazeera: https://www.aljazeera.com/news/2018/03/mbc-removes-turkish-tv-drama- broadcast-180305105648251.html adresinden alındı
  • (2019). Beko PLC: https://www.bekoplc.com/news/uk-number-1-large-home-appliance-brand/ adresinden alındı
  • (2019). Capital: https://www.capital.com.tr/sirket-panosu/sirket-panosu-haberleri/3-kenyali- bebekten-1i-molfix-giyecek adresinden alındı
  • (2018). Dünya: https://www.dunya.com/kose-yazisi/turkler-gelecek-yil-misirda-endustri-bolgesi- kuracak/420530 adresinden alındı
  • (2018). Egypt Independent: https://ww.egyptindependent.com/egyptian-government-to-count- number-of-expatriates/ adresinden alındı
  • (2018). Egypt Today: https://www.egypttoday.com/Article/3/50919/Analysis-What-are- Egyptians-using-the-internet-for adresinden alındı19
  • (2017). Ekonomist. https://www.ekonomist.com.tr/arastirmalar/misir-ile-ticaret-sessiz-sedasiz- buyuyor.html adresinden alındı
  • (2019). Evrensel Gazetesi: https://www.evrensel.net/haber/380159/turkiye-ile-misir-arasindaki- ticarette-rekor adresinden alındı
  • (2012). Financial Times: https://www.ft.com/content/7585c3ee-3980-11e2-85d3-00144feabdc0 adresinden alındı
  • (2018). Hoot Suite: https://hootsuite.com/resources/digital-in-2018-emea adresinden alındı
  • (2019). Hurriyet Daily: http://www.hurriyetdailynews.com/ban-on-turkish-dramas-in-the-gulf- backfires-researcher-140606 adresinden alındı
  • (2019). IKEA: https://www.ikea.com/jp/en/about_ikea/newsitem/20180128_Ingvar_Kamprad adresinden alındı
  • (2019. Kültür Bakanlığı: http://www.kultur.gov.tr/Eklenti/63273,border-statistics- 2018xlsx.xlsx?0 adresinden alındı
  • (2019). LCWaikiki: http://corporate.lcwaikiki.com/magazalar adresinden alındı
  • (2019). MFA: http://www.mfa.gov.tr/-misir-ekonomisi.tr.mfa adresinden alındı
  • (2019). MFA: http://www.mfa.gov.tr/turkiye-misir_siyasi-iliskileri-.tr.mfa adresinden alındı
  • (2019). Perakende.org: https://www.perakende.org/hayat-kimya-kenya-pazarinda-da-liderlik- hedefliyor-1342812761h.html adresinden alındı
  • (2019). Perakende.org: https://www.perakende.org/defacto-fas-bolgesinin-moda-oncusu-olmaya- aday-1342813202h.html adresinden alındı
  • (2019). Popcouncil: https://www.popcouncil.org/research/survey-of-young-people-in-egypt adresinden alındı
  • (2019). Sabah: https://www.sabah.com.tr/yazarlar/kerem-alkin/2019/05/01/hedef-kg-basina-2- dolar adresinden alındı
  • (2018). The Arab Weekly: https://thearabweekly.com/egypt-calls-grow-boycott-turkish-goods adresinden alındı
  • (2018). The Conversation: http://theconversation.com/how-ikeas-founder-exported-a-certain- image-of-sweden-from-frugality-to-fika-91017 adresinden alındı
  • (2019). TİM İhracat 2019 Raporu: https://www.tim.org.tr/files/downloads/sunumlar/Y%C3%B6nlendirme%20Sunumlar%C20
  • 4%B1/Karisik/Yeni%20Vizyon%20Yeni%20Yol%20Haritas%C4%B1%20%C4%B0hrac at%202019%20Raporu.pdf adresinden alındı
  • (2018). TİM Mısır Ülke Bilgi Notu: İstanbul: Türkiye İhracatçılar Meclisi. http://www.tim.org.tr/files/downloads/ihracat/Ulke_Masalari/ulke_bilgi_notu/Misir_Bilgi _Notu.pdf adresinden alındı
  • (2019). TOBB: https://tobb.org.tr/Sayfalar/Detay.php?rid=22620&lst=MansetListesi adresinden alındı
  • (2019). The World Fact: https://www.cia.gov/library/publications/the-world- factbook/geos/eg.html adresinden alındı
  • (2019) Worldometers: https://www.worldometers.info/world-population/egypt-population/ adresinden alındı
Toplam 53 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Makaleler
Yazarlar

Ahmet Koçak 0000-0003-4376-4337

Azra Bayraktar Bu kişi benim 0000-0001-8215-6110

Yayımlanma Tarihi 1 Aralık 2019
Gönderilme Tarihi 14 Haziran 2019
Kabul Tarihi 7 Kasım 2019
Yayımlandığı Sayı Yıl 2019 Cilt: 4 Sayı: 2

Kaynak Göster

APA Koçak, A., & Bayraktar, A. (2019). MARKA MENŞEİ TANIMA DOĞRULUĞU KAVRAMI VE MISIR PAZARINDAKI TÜRK MARKALARI ÜZERİNE BİR ARAŞTIRMA. Journal of Research in Business, 4(2), 111-123.
 Kapak Resmi İndir