ULUSLARARASI PAZARLARA AÇILMA SÜRECİNDE MARKA İSMİNİN ETKİSİ: KAYSERİ İLİ UYGULAMASI

Mustafa Kuruşçu

doi:10.18070/erciyesiibd.323909

ULUSLARARASI PAZARLARA AÇILMA SÜRECİNDE MARKA İSMİNİN ETKİSİ: KAYSERİ İLİ UYGULAMASI

Year 2017, Issue: 49, 155 - 187, 28.06.2017

Mustafa Kuruşçu

https://doi.org/10.18070/erciyesiibd.323909

Abstract

Bu
çalışma, Kayseri ilinde faaliyet gösteren firmaların marka isimlerinin uluslararası
pazarlara açılma sürecindeki etkilerini araştırmak amacıyla yapılmıştır.
Çalışma kapsamında; marka isimleri ile ilgili çeşitli ifadeler firmalar
tarafından değerlendirilmiştir. Elde edilen bulgulara göre; marka isminin
akılda kalıcılığı, telaffuzunun kolay olması, kolay yazılması ve dikkat çekici
olması önem derecesi “Çok Yüksek” olan ifadeler olarak belirlenmiştir. Marka
isminin anlamlı olması, kısa olması ve marka isminde Türkçe karakterlerin
bulunmasının uluslararası ticarette sorun oluşturduğu ifadeleri önem derecesi
“Yüksek” olan ifadeler olarak belirlenmiştir. Akronim ve alfa nümerik isimler
ile şirket kurucusunun adı ya da soyadının marka ismi için uygun olduğu,
yabancı marka isimlerinin daha fazla ilgi çektiği, marka isminin Türkçe olması
gerektiği ve Türkçe karakterlerin markaya farklılık kattığı ifadeleri önem
derecesi “Orta” olan ifadeler olarak değerlendirilirken; marka isminin
İngilizce olması gerektiği ifadesi ise firmalar açısından önem derecesi “Zayıf”
olan ifade olarak değerlendirilmiştir.

Keywords

Marka, Marka İsmi, Uluslararası Pazar

References

AAKER, David A.; (2013), Güçlü Markalar Yaratmak, Üçüncü Basım, İstanbul: MediaCat Kitapları.
AK, Tuğba; (2007),“Türkçe ve Yabancı Dilde Marka İsimlerinin Algılanan Kaliteye Etkileri Üzerine Bir Uygulama”, Yayınlanmamış Yüksek Lisans Tezi, Ankara: Hacettepe Üniversitesi Sosyal Bilimler Enstitüsü.
ARIÇ, Kıvanç Halil; (2012), “Ulusal ve Uluslararası Rekabetin Geliştirilmesinde Kümelenme Politikası: Kayseri Mobilya Sektöründe Bir Uygulama”, Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 33, ss. 133-157.
ATEŞOĞLU, İrfan; (2003),“Türkiye’nin İhracatında Marka İmajının Etkisi”, Yayınlanmamış Doktora Tezi, Isparta: Süleyman Demirel Üniversitesi Sosyal Bilimler Enstitüsü.
AYDIN, Sinem; (2007),“Türkçe ve Yabancı Dilde Marka İsimlerinin Algılanan Kaliteye Etkileri Üzerine Bir Uygulama”, Yayınlanmamış Yüksek Lisans Tezi, Ankara: Hacettepe Üniversitesi Sosyal Bilimler Enstitüsü.
AYKAN, Ebru; (2004), “Kayseri’de Faaliyet Gösteren Girişimcilerin Liderlik Özellikleri”, Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 17, ss. 213-224.
BALABANIS, George and Adamantios DIAMANTOPOULOS; (2011), “Gains and Losses from the Misperception of Brand Orijin: The Role of Brand Strength and Country of Origin Image”, Journal of International Marketing, 19 (2), pp. 95-116.
BAO, Yeqing, Alan T. SHAO and Drew RIVERS; (2008), “Creating New Brand Names: Effects of Relevance, Connotation and Pronunciation”, Journal of Advertising Research, 48(1), pp. 148-162.
BAYUK, M. Nedim ve Ayşe Karaçizmeli GÜZELLER; (2011), “Yabancı Dilde Marka ve Mağaza Adları ve Tüketici Satınalma Davranışına Etkilerine Yönelik Bir Araştırma”, Karadeniz Teknik Üniversitesi İletişim Araştırmaları Dergisi, 1, ss. 30-44.
ÇOBAN, Suzan; (2005), “Kayseri Mobilya Sanayinin Dış Ticaret Yapısı ve Sorunlarına Yönelik Bir Araştırma”, Selçuk Üniversitesi Karaman İktisadi ve İdari Bilimler Dergisi, 2(5), ss. 73-82.
GUNASTI, Kunter and William T. ROSS; (2010), “How and When Alphanumeric Brand NamesAffect Consumer Preferences”, American Marketing Association Journal of Marketing Research, XLVII, pp. 1177-1192.
HOLLIS, Nigel; (2011), Küresel Marka, İstanbul: Brandage Yayınları.
KARAFAKIOĞLU, Mehmet: (2011), Pazarlama İlkeleri, Dördüncü Basım, İstanbul: Literatür Yayınları.
KLINK, Richard R. and Gerard A. ATHAIDE; (2012), “Creating Brand Personality with Brand Names”, Mark Lett, 23, pp. 109-117.
KOHLI, Chiranjeev and Douglass W. LABAHN; (1995), “Creating Effective Brand Names: A Study of the Naming Process”, ISBM Report, 12-1995, pp. 1-23.
LOWREY, Tina M.; L. J. SHRUM and Tony M. DUBITSKY; (2003),“The Relation Between Brand-Name Linguistic Characteristics and Brand-Name Memory”, Journal of Advertising, 32 (3), pp. 7-17.
MEYERS-LEVY, Joan; (1989), “The Influence of a Brand Name’s Association Set Size and Word Frequency on Brand Memory”, Journal of Consumer Research, 16, pp. 197-207.
MISHRA, Pallabi and Biplab DATTA; (2011), “Brand Name: The Impact Factor”, Research Journal of Business Management, 5(3), pp. 109-116.
ODABAŞI, Yavuz ve Mine OYMAN; (2012), Pazarlama İletişimi Yönetimi, Onbirinci Basım, İstanbul: MediaCat Kitapları.
OK, Serhan; (2013), İlk Marka Hz. Adem mi?, İkinci Basım, Ankara: Elma Yayınevi.
OKKIRAN, Şehnaz; (2006),“Türkiye’deki Marka İsimleri Üzerine Bir Araştırma ve Analiz”, Yayınlanmamış Yüksek Lisans Tezi, Gaziantep: Gaziantep Üniversitesi Sosyal Bilimler Enstitüsü.
PETTY, Ross D.; (2012), “Naming Names: Trademark Strategy and Beyond: Part One- Selecting a Brand Name”, Brand Management, 15(3), pp. 190-197.
PHILLIPS, Duygu; (2012), İsmin Marka Hali, İkinci Basım, İstanbul: MediaCat Kitapları.
RIVKIN, Steve ve Fraser SUTHERLAND; (2011), Bir Marka Adı Yaratmak, (Çev. Uğur MEHTER ve Deniz ARI) İstanbul: Brandage Yayınları.
SALCIUVIENE, Laura, Pervez N. GHAURI and Ruth Salomea STREDER; (2010), “Do Brand Names in A Foreign Language Lead To Different Brand Perceptions?”, Journal of Marketing Management, 26 (11-12), pp. 1037-1056.
SAMU, Sridhar and H. Shanker KRISHNAN; (2010), “Brand Related Information as Context: The Impact of Brand Name Characteristics on Memory and Choice”,Journal of The Academy of Marketing Science, 38, pp. 456-470.
TEMPORAL, Paul; (2011), İleri Düzey Marka Yönetimi, İstanbul: Brandage Yayınları.
TOSUN, Nurhan Babür; (2010), İletişim Temelli Marka Yönetimi, İstanbul: Beta Yayıncılık.
ÜNLÜ, Nurbanu; (2005),“Marka Yaratma Stratejileri: Hazır Giyim Sektöründe Bir Uygulama”, Yayınlanmamış Yüksek Lisans Tezi, Kırıkkale: Kırıkkale Üniversitesi Sosyal Bilimler Enstitüsü.
WU, Lan, Richard R. KLINK and Jiansheng GUO; (2013),“Creating Gender Brand Personality With Brand Names: The Effects of Phonetic Symbolism”, Journal of Marketing Theory and Practice, 21(3), pp. 319-329.

THE EFFECT OF BRAND NAME IN THE EXPANSION PERIOD TO THE INTERNATIONAL MARKETS: A CASE STUDY OF KAYSERI PROVINCE

Year 2017, Issue: 49, 155 - 187, 28.06.2017

Mustafa Kuruşçu

https://doi.org/10.18070/erciyesiibd.323909

Abstract

The purpose of this study is to research the effects
of the brand names of the companies in Kayseri province in the expansion period
to the international markets. In the scope of this study, various expressions
about the features of the brand names were evaluated by the companies.
According to the findings; The ones that have “Very High” average are
memorability, easy pronunciation, easy writing and noticeability. The
expressions that having the Turkish characters result problems in international
trade, the brand name must have a meaning and be short are the ones that have
“High” average. That the acronym and alphanumeric names and the name or surname of the
company founder are suitable for brand names, foreign brand names attract more
attention, brand name must be in Turkish language, having the Turkish
characters make difference are the expressions having “Medium” average. And
lastly, the expression that the brand name must be in English language has the
“Low” average.

Keywords

Brand, Brand Name, International Market

References

AAKER, David A.; (2013), Güçlü Markalar Yaratmak, Üçüncü Basım, İstanbul: MediaCat Kitapları.
AK, Tuğba; (2007),“Türkçe ve Yabancı Dilde Marka İsimlerinin Algılanan Kaliteye Etkileri Üzerine Bir Uygulama”, Yayınlanmamış Yüksek Lisans Tezi, Ankara: Hacettepe Üniversitesi Sosyal Bilimler Enstitüsü.
ARIÇ, Kıvanç Halil; (2012), “Ulusal ve Uluslararası Rekabetin Geliştirilmesinde Kümelenme Politikası: Kayseri Mobilya Sektöründe Bir Uygulama”, Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 33, ss. 133-157.
ATEŞOĞLU, İrfan; (2003),“Türkiye’nin İhracatında Marka İmajının Etkisi”, Yayınlanmamış Doktora Tezi, Isparta: Süleyman Demirel Üniversitesi Sosyal Bilimler Enstitüsü.
AYDIN, Sinem; (2007),“Türkçe ve Yabancı Dilde Marka İsimlerinin Algılanan Kaliteye Etkileri Üzerine Bir Uygulama”, Yayınlanmamış Yüksek Lisans Tezi, Ankara: Hacettepe Üniversitesi Sosyal Bilimler Enstitüsü.
AYKAN, Ebru; (2004), “Kayseri’de Faaliyet Gösteren Girişimcilerin Liderlik Özellikleri”, Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 17, ss. 213-224.
BALABANIS, George and Adamantios DIAMANTOPOULOS; (2011), “Gains and Losses from the Misperception of Brand Orijin: The Role of Brand Strength and Country of Origin Image”, Journal of International Marketing, 19 (2), pp. 95-116.
BAO, Yeqing, Alan T. SHAO and Drew RIVERS; (2008), “Creating New Brand Names: Effects of Relevance, Connotation and Pronunciation”, Journal of Advertising Research, 48(1), pp. 148-162.
BAYUK, M. Nedim ve Ayşe Karaçizmeli GÜZELLER; (2011), “Yabancı Dilde Marka ve Mağaza Adları ve Tüketici Satınalma Davranışına Etkilerine Yönelik Bir Araştırma”, Karadeniz Teknik Üniversitesi İletişim Araştırmaları Dergisi, 1, ss. 30-44.
ÇOBAN, Suzan; (2005), “Kayseri Mobilya Sanayinin Dış Ticaret Yapısı ve Sorunlarına Yönelik Bir Araştırma”, Selçuk Üniversitesi Karaman İktisadi ve İdari Bilimler Dergisi, 2(5), ss. 73-82.
GUNASTI, Kunter and William T. ROSS; (2010), “How and When Alphanumeric Brand NamesAffect Consumer Preferences”, American Marketing Association Journal of Marketing Research, XLVII, pp. 1177-1192.
HOLLIS, Nigel; (2011), Küresel Marka, İstanbul: Brandage Yayınları.
KARAFAKIOĞLU, Mehmet: (2011), Pazarlama İlkeleri, Dördüncü Basım, İstanbul: Literatür Yayınları.
KLINK, Richard R. and Gerard A. ATHAIDE; (2012), “Creating Brand Personality with Brand Names”, Mark Lett, 23, pp. 109-117.
KOHLI, Chiranjeev and Douglass W. LABAHN; (1995), “Creating Effective Brand Names: A Study of the Naming Process”, ISBM Report, 12-1995, pp. 1-23.
LOWREY, Tina M.; L. J. SHRUM and Tony M. DUBITSKY; (2003),“The Relation Between Brand-Name Linguistic Characteristics and Brand-Name Memory”, Journal of Advertising, 32 (3), pp. 7-17.
MEYERS-LEVY, Joan; (1989), “The Influence of a Brand Name’s Association Set Size and Word Frequency on Brand Memory”, Journal of Consumer Research, 16, pp. 197-207.
MISHRA, Pallabi and Biplab DATTA; (2011), “Brand Name: The Impact Factor”, Research Journal of Business Management, 5(3), pp. 109-116.
ODABAŞI, Yavuz ve Mine OYMAN; (2012), Pazarlama İletişimi Yönetimi, Onbirinci Basım, İstanbul: MediaCat Kitapları.
OK, Serhan; (2013), İlk Marka Hz. Adem mi?, İkinci Basım, Ankara: Elma Yayınevi.
OKKIRAN, Şehnaz; (2006),“Türkiye’deki Marka İsimleri Üzerine Bir Araştırma ve Analiz”, Yayınlanmamış Yüksek Lisans Tezi, Gaziantep: Gaziantep Üniversitesi Sosyal Bilimler Enstitüsü.
PETTY, Ross D.; (2012), “Naming Names: Trademark Strategy and Beyond: Part One- Selecting a Brand Name”, Brand Management, 15(3), pp. 190-197.
PHILLIPS, Duygu; (2012), İsmin Marka Hali, İkinci Basım, İstanbul: MediaCat Kitapları.
RIVKIN, Steve ve Fraser SUTHERLAND; (2011), Bir Marka Adı Yaratmak, (Çev. Uğur MEHTER ve Deniz ARI) İstanbul: Brandage Yayınları.
SALCIUVIENE, Laura, Pervez N. GHAURI and Ruth Salomea STREDER; (2010), “Do Brand Names in A Foreign Language Lead To Different Brand Perceptions?”, Journal of Marketing Management, 26 (11-12), pp. 1037-1056.
SAMU, Sridhar and H. Shanker KRISHNAN; (2010), “Brand Related Information as Context: The Impact of Brand Name Characteristics on Memory and Choice”,Journal of The Academy of Marketing Science, 38, pp. 456-470.
TEMPORAL, Paul; (2011), İleri Düzey Marka Yönetimi, İstanbul: Brandage Yayınları.
TOSUN, Nurhan Babür; (2010), İletişim Temelli Marka Yönetimi, İstanbul: Beta Yayıncılık.
ÜNLÜ, Nurbanu; (2005),“Marka Yaratma Stratejileri: Hazır Giyim Sektöründe Bir Uygulama”, Yayınlanmamış Yüksek Lisans Tezi, Kırıkkale: Kırıkkale Üniversitesi Sosyal Bilimler Enstitüsü.
WU, Lan, Richard R. KLINK and Jiansheng GUO; (2013),“Creating Gender Brand Personality With Brand Names: The Effects of Phonetic Symbolism”, Journal of Marketing Theory and Practice, 21(3), pp. 319-329.

There are 30 citations in total.

Details

Journal Section	Makaleler
Authors	Mustafa Kuruşçu This is me
Publication Date	June 28, 2017
Acceptance Date	March 1, 2017
Published in Issue	Year 2017 Issue: 49

Cite

APA	Kuruşçu, M. (2017). ULUSLARARASI PAZARLARA AÇILMA SÜRECİNDE MARKA İSMİNİN ETKİSİ: KAYSERİ İLİ UYGULAMASI. Erciyes Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi(49), 155-187. https://doi.org/10.18070/erciyesiibd.323909

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