Uluslararası Marka İttifaklarının Başarısı ile İlişkili Olabilecek Faktörlerin İncelenmesi

Yıl 2018, Cilt: 18 Sayı: 4, 549 - 564, 23.10.2018

Günay Kurtuldu Abdullah Okumuş

Öz

Türkiye’de bir yerel ve bir yabancı marka arasında oluşturulacak uluslararası marka ittifakının başarısı ile ilişkili olabilecek faktörlerin ortaya konması, Türkiye’de uluslararası marka ittifakı yatırımı yapmayı düşünen yabancı ve yerel marka yöneticilerine yol gösterici önemli katkılar sağlayacaktır. Ayrıca, Türkiye literatüründe uluslararası marka ittifakları ve bu ittifakların başarısı ile ilişkili olabilecek faktörler hakkındaki çalışmaların yok denecek kadar az olması nedeniyle bu çalışma, ilgili boşluğa katkı yaparak önemli bir eksikliği giderecektir. Bu çalışma, Türkiye’deki uluslararası marka ittifakı literatürüne ve Türkiye’de uluslararası marka ittifakı yatırımı yapmayı düşünen işletmelere sağlayacağı katkılar nedeni ile önemlidir. Bu bakımdan araştırmanın amacı; uluslararası marka ittifaklarının başarısı ile ilişkili olabilecek faktörlerin tespit edilerek geçerlilik ve güvenilirliklerinin sorgulanması ve böylelikle işletmelere yol gösterici önerilerde bulunabilmektir. Veriler, İstanbul, İzmir ve Ankara’da, kolayda örnekleme ve yüz yüze anket yöntemi ile toplanmış, 600 kişilik örneklem büyüklüğüne ulaşılmıştır. Katılımcılar uluslararası marka ittifakı senaryosunu okuyup, senaryo doğrultusunda anket sorularını yanıtlamışlardır. Verilerin analizinde keşfedici ve doğrulayıcı faktör analizi ile korelasyon analizinden faydalanılmıştır. Çalışmanın sonucunda; uluslararası marka ittifaklarının başarısı ile ilişkili olabilecek faktörler olarak algılanan uyum, etnosentrizm, algılanan marka yabancılığı, tutum ve satın alma niyeti değişkenlerinin geçerli ve güvenilir yapılar oldukları ve aralarında anlamlı ilişkilerin olduğu bulunmuştur.

Anahtar Kelimeler

Uluslararası marka ittifakı, algılanan uyum, etnosentrizm, algılanan marka yabancılığı, tutum ve satın alma niyeti

Examination of Potential Factors Related with the Success of International Brand Alliances

Öz

Showing factors related with success of an international brand alliance formed between a local and a foreign brand in Turkey, would provide vital and directive information for managers of local and foreign brands who consider investing in Turkey by an international brand alliance. Furthermore, because there are hardly any studies about international brand alliances and possible factors related with their success in Turkish literature, this study would make a significant contribution in this field. So it can be said that this study is important because of its contribution to the international brand alliance literature in Turkey and to firms considering investment in Turkey by an international brand alliance. In this regard, the aim of the study is determining factors that can affect the success of an international brand alliance and examining the validity and reliability of these factors. By doing so, giving directive suggestions to firms is also aimed. The data is gathered in Istanbul, Izmir, and Ankara via convenience sampling and face-to-face questionnaire from a sample group consisting of 600 people. Participants, firstly read a scenario about an international brand alliance and then answered the questions according to the scenario. Exploratory and confirmatory factor analysis, and correlation analysis is used to analyse the data. The results indicate that the factors of perceived fit, ethnocentrism, perceived brand foreignness, attitude and purchase intentions are valid and reliable structures. It is also determined that there are significant relations between these factors.

Anahtar Kelimeler

International brand alliance, perceived fit, ethnocentrism, perceived brand foreignness, attitude and purchase intentions

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