Research Article
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MARKA ADININ TÜKETİCİLERİN MARKA TERCİHİNE ETKİSİ: TÜRKÇE VE İNGİLİZCE ADLARIN KARŞILAŞTIRILMASI

Year 2020, Volume: 16 Issue: 4, 1029 - 1042, 31.12.2020
https://doi.org/10.17130/ijmeb.853619

Abstract

Bu çalışmanın amacı, çocuklu kadın tüketicilerin marka tercihinde marka adının etkisini
araştırmaktır. Veriler, kolayda örneklemeden faydalanılarak, 498 çocuklu kadından yüz yüze anket
aracılığıyla elde edilmiştir. Çalışmanın kapsamına dâhil edilen markalar, çocuklu kadınların ilgilenim
düzeylerinin yüksek olduğu sabun, bebek bezi ve elektrikli ev aletleri kategorilerinden seçilmiştir. Bu
bağlamda, Türkiye’de yerli adla faaliyet gösteren yabancı menşeli 3 marka ve İngilizce adla faaliyet
gösteren Türkiye menşeli 8 marka olmak üzere toplam 11 marka belirlenmiştir. Analiz yöntemi olarak
Lojistik Regresyon yöntemi kullanılmıştır. Elde edilen bulgular, genel olarak çocuklu kadınların marka
menşei bilgilerinin düşük olduğunu göstermektedir. Bununla birlikte çalışmada, her ne kadar kendilerini
etnosentrik olarak ifade etmiş olsalar da kadınların yabancı menşeli markaları daha fazla tercih etme
eğiliminde oldukları bulunmuştur.

References

  • Aaker, D. A. (1991). Managing brand value: Capitalizing on the value of a brand name. New York, The Free Press.
  • Ahmed, S. A., & d’Astous, A. (1996). Country-of-origin and brand effects: A multi-dimensional and multi-attribute study. Journal of International Consumer Marketing, 9(2), 93-115.
  • Ahmed, Z. U., Johnson, J. P., Pei Ling, C., Wai Fang, T., & Kah Hui, A. (2002). Country-of-origin and brand effects on consumers’ evaluations of cruise lines. International Marketing Review, 19(3), 279-302.
  • Apelbaum, E., Gerstner, E., & Naik, P. A. (2003). The effects of expert quality evaluations versus brand name on price premiums. Journal of Product & Brand Management, 12(3), 154-165.
  • Balabanis, G., & Diamantopoulos, A. (2008). Brand origin identification by consumers: A classification perspective. Journal of International Marketing, 16(1), 39-71.
  • Barber, N., Dodd, T., & Kolyesnikova, N. (2009). Gender differences in information search: Implications for retailing. Journal of Consumer Marketing, 26(6), 415-426.
  • Bardakcı, A., Baran, T., & Djavlonbek, K. (2019). Menşe karmaşası: Tüketiciler ülkeler ve markaların ana vatanları hakkında neler biliyor? Harvard Business Review Türkiye, Haziran, 102-107.
  • Baxter, S., & Lowrey, T. M. (2011). Phonetic symbolism and children’s brand name preferences. Journal of Consumer Marketing, 28(7), 516-523.
  • Bilkey, W. J., & Nes, E. (1982). Country-of-origin effects on product evaluations. Journal of International Business Studies, 13(1), 89-100.
  • Brucks, M., Zeithaml, V. A., & Naylor, G. (2000). Price and brand name as indicators of quality dimensions for consumer durables. Journal of the Academy of Marketing Science, 28(3), 359-374.
  • Caplow, T. (1982). Gifts and kin networks. American Sociological Review, 47 (3), 383–392.
  • Capon, N., Berthon, P., Hulbert, J. M., & Pitt, L. F. (2001). Brand custodianship: A new primer for senior managers. European Management Journal, 19(3), 215-227.
  • Chan A.K.K., & Huang, Y.Y. (1997). Brand naming in china: A linguistic approach. Marketing Intelligence & Planning, 15(5), s. 227-234.
  • Chan, A., Huang, Y., & Wu, D. (2011). Chinese brand names and global brand names: Implications from two corpus analyses. Asia-Pacific Business Research Conference.
  • Chao, P., Wührer, G., & Werani, T. (2005). Celebrity and foreign brand name as moderators of countryof- origin effects. International Journal of Advertising, 24(2), 173-192.
  • Cheal, D. (1986). The social dimensions of gift behavior. Journal of Social and Personal Relationships, 3(4), 423–39.
  • Cilingir, Z., & Basfirinci, C. (2014). The impact of consumer ethnocentrism, product involvement, and product knowledge on country of origin effects: An empirical analysis on Turkish consumers’ product evaluation. Journal of International Consumer Marketing, 26(4), 284-310.
  • Czinkota, M. R., & Ronkainen, I. A. (1996). Global marketing. Harcourt Brace College Publishers.
  • Dawar, N., & Parker, P. (1994). Marketing universals: Consumers’ use of brand name, price, physical appearance, and retailer reputation as signals of product quality. Journal of Marketing, 58(2), 81-95.
  • De Chernatony, L., & McWilliam, G. (1989). The strategic implications of clarifying how marketers interpret “brands”. Journal of Marketing Management, 5(2), 153-171.
  • Eckhardt, G. M. (2005). Local branding in a foreign product category in an emerging market. Journal of International Marketing, 13(4), 57-79.
  • Elliott, G. R., & Cameron, R. C. (1994). Consumer perception of product quality and the country-oforigin effect. Journal of International Marketing, 2(2), 49-62.
  • Erdogan, B.Z., & Uzkurt, C. (2010). Effects of ethnocentric tendency on consumers’ perception of product attitudes for foreign and domestic products. Cross Cultural Management: An International Journal, 17(4), 393-406.
  • Essoussi, L.H., & Merunka, D. (2007). Consumers’ product evaluations in emerging markets: Does country of design, country of manufacture, or brand image matter? International Marketing Review, 24(4), 409-426.
  • Fisher, E., & Arnold, S. J. (1990), More than a labor of love: Gender roles and Christmas gift shopping. Journal of Consumer Research, 17 (December), 333–345.
  • Haigh, D., (2000). Brand valuation: Measuring and leveraging your brand. Institute of Canadian Advertising.
  • Han, C. M., & Terpstra, V. (1988). Country-of-origin effects for uni-national and bi-national products. Journal of İnternational Business Studies, 19(2), 235-255.
  • Häubl, G. (1996). A cross-national investigation of the effects of country of origin and brand name on the evaluation of a new car. International Marketing Review, 13(5), 76-97.
  • Holbrook, M. B. (1992). Product quality, attributes, and brand name as determinants of price: The case of consumer electronics. Marketing Letters, 3(1), 71-83.
  • Huang, Y.Y., & Chan, A.K.K. (1997). Chinese brand naming: From general rules to specific rules. International Journal of Advertising, 16(4), 320-335.
  • Hui, M. K., & Zhou, L. (2003). Country-of-manufacture effects for known brands. European Journal of Marketing, 37(1/2), 133-153.
  • Iyer, G. R., & Kalita, J. K. (1997). The impact of country-of-origin and country-of-manufacture cues on consumer perceptions of quality and value. Journal of Global Marketing, 11(1), 7-28.
  • Jin, Z., Chansarkar, B., & Kondap, N. M. (2006). Brand origin in an emerging market: Perceptions of Indian consumers. Asia Pacific Journal of Marketing and Logistics, 18(4), 283-302.
  • Kaynak, E., & Kara, A. (2002). Consumer perceptions of foreign products: An analysis of product-country images and ethnocentrism. European Journal of Marketing, 36 (7/8), 928-949.
  • Keller, K. L (2008), Strategic brand management. New Jersey, Pearson Education.
  • Kinra, N. (2006). The effect of country-of-origin on foreign brand names in the Indian market. Marketing Intelligence & Planning, 24(1), 15-30.
  • Küçükemiroğlu, O. (1999). Market segmentation by using consumer lifestyle dimensions and ethnocentrism. European Journal of Marketing, 33(5/6), 470-487.
  • Laroche, M., Saad, G., Cleveland, M., & Browne, E. (2000). Gender differences in information search strategies for a Christmas gift. Journal of Consumer Marketing, 17(6), 500-522.
  • Leclerc, F., Schmitt, B. H., & Dubé, L. (1994). Foreign branding and its effects on product perceptions and attitudes. Journal of Marketing Research, 263-270.
  • Li, Z. G., & Murray, L. W. (1998). Should you use foreign branding in China? An exploratory study. In American Marketing Association Conference Proceedings (Vol. 9, p. 233). American Marketing Association.
  • Liefeld, J. P. (1993). Experiments on country-of-origin effects: Review and meta-analysis of effect size. Papadopoulos, N., Heslop, L.A. (Eds.), Product-country images: Impact and role in international marketing, (First Edition, p. 117-156) New York, The Haworth Press, Inc.
  • Lim, K., & O’Cass, A. (2001). Consumer brand classifications: An assessment of culture-of-origin versus country-of-origin. Journal of Product & Brand Management, 10(2), 120-136.
  • Lowrey, T. M., & Shrum, L. J. (2007). Phonetic symbolism and brand name preference. Journal of Consumer Research, 34(3), 406-414.
  • 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.
  • Maynes, E. S. (1976). The concept and measurement of product quality. In Household production and consumption (pp. 529-584). NBER.
  • Melnyk, V., Klein, K., & Völckner, F. (2012). The double-edged sword of foreign brand names for companies from emerging countries. Journal of Marketing, 76(6), 21-37.
  • Mostafa, R. H. (2015). The impact of country of origin and country of manufacture of a brand on overall brand equity. International Journal of Marketing Studies, 7(2), 70.
  • Nadiri, H., & Tümer, M. (2010). Influence of ethnocentrism on consumers’ intention to buy domestically produced goods: An empirical study in North Cyprus. Journal of Business Economics and Management, 11(3), 444-461.
  • O’Cass, A., & Lim, K. (2002). The influence of brand associations on brand preference and purchase intention: An Asian perspective on brand associations. Journal of International Consumer Marketing, 14(2-3), 41-71.
  • Pecotich, A., & Rosenthal, M. J. (2001). Country of origin, quality, brand and consumer ethnocentrism. Journal of Global Marketing, 15(2), 31-60.
  • Pecotich, A., Pressley, M., & Roth, D. (1996). The impact of ethnocentrism on the origin effect in the service sector. Journal of Retailing and Consumer Services, 12(4), 213-224.
  • Ranjbarian, B., Rojuee, M., & Mirzaei, A. (2010). Consumer ethnocentrism and buying intentions: An empirical analysis of Iranian consumers. European Journal of Social Sciences, 13(3), 371-386.
  • Rao, A. R., & Monroe, K. B. (1989). The effect of price, brand name, and store name on buyers’ perceptions of product quality: An integrative review. Journal of marketing Research, 26(3), 351-357.
  • Samiee, S., Shimp, T. A., & Sharma, S. (2005). Brand origin recognition accuracy: Its antecedents and consumers’ cognitive limitations. Journal of International Business Studies, 36(4), 379-397.
  • Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of Marketing Research, 280-289.
  • Simonson, I., & Rosen, E. (2014). Absolute value: What really influences customers in the age of (nearly) perfect information. New York: Harper Business.
  • Sumner, W. G. (1906). Folkways: A study of the sociological importance of usages, manners, customs, mores, and morals. Ginn.
  • 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.
  • Verlegh, P. W., & Steenkamp, J. B. E. (1999). A review and meta-analysis of country-of-origin research. Journal of Economic Psychology, 20(5), 521-546.
  • Vida, I., & Reardon, J. (2008). Domestic consumption: Rational, affective or normative choice? Journal of Consumer Marketing, 25(1), 34-44.
  • Wu, F., Sun, Q., Grewal, R., & Li, S. (2019). Brand name types and consumer demand: Evidence from China’s automobile market. Journal of Marketing Research, 56(1), 158-175.
  • Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Year 2020, Volume: 16 Issue: 4, 1029 - 1042, 31.12.2020
https://doi.org/10.17130/ijmeb.853619

Abstract

References

  • Aaker, D. A. (1991). Managing brand value: Capitalizing on the value of a brand name. New York, The Free Press.
  • Ahmed, S. A., & d’Astous, A. (1996). Country-of-origin and brand effects: A multi-dimensional and multi-attribute study. Journal of International Consumer Marketing, 9(2), 93-115.
  • Ahmed, Z. U., Johnson, J. P., Pei Ling, C., Wai Fang, T., & Kah Hui, A. (2002). Country-of-origin and brand effects on consumers’ evaluations of cruise lines. International Marketing Review, 19(3), 279-302.
  • Apelbaum, E., Gerstner, E., & Naik, P. A. (2003). The effects of expert quality evaluations versus brand name on price premiums. Journal of Product & Brand Management, 12(3), 154-165.
  • Balabanis, G., & Diamantopoulos, A. (2008). Brand origin identification by consumers: A classification perspective. Journal of International Marketing, 16(1), 39-71.
  • Barber, N., Dodd, T., & Kolyesnikova, N. (2009). Gender differences in information search: Implications for retailing. Journal of Consumer Marketing, 26(6), 415-426.
  • Bardakcı, A., Baran, T., & Djavlonbek, K. (2019). Menşe karmaşası: Tüketiciler ülkeler ve markaların ana vatanları hakkında neler biliyor? Harvard Business Review Türkiye, Haziran, 102-107.
  • Baxter, S., & Lowrey, T. M. (2011). Phonetic symbolism and children’s brand name preferences. Journal of Consumer Marketing, 28(7), 516-523.
  • Bilkey, W. J., & Nes, E. (1982). Country-of-origin effects on product evaluations. Journal of International Business Studies, 13(1), 89-100.
  • Brucks, M., Zeithaml, V. A., & Naylor, G. (2000). Price and brand name as indicators of quality dimensions for consumer durables. Journal of the Academy of Marketing Science, 28(3), 359-374.
  • Caplow, T. (1982). Gifts and kin networks. American Sociological Review, 47 (3), 383–392.
  • Capon, N., Berthon, P., Hulbert, J. M., & Pitt, L. F. (2001). Brand custodianship: A new primer for senior managers. European Management Journal, 19(3), 215-227.
  • Chan A.K.K., & Huang, Y.Y. (1997). Brand naming in china: A linguistic approach. Marketing Intelligence & Planning, 15(5), s. 227-234.
  • Chan, A., Huang, Y., & Wu, D. (2011). Chinese brand names and global brand names: Implications from two corpus analyses. Asia-Pacific Business Research Conference.
  • Chao, P., Wührer, G., & Werani, T. (2005). Celebrity and foreign brand name as moderators of countryof- origin effects. International Journal of Advertising, 24(2), 173-192.
  • Cheal, D. (1986). The social dimensions of gift behavior. Journal of Social and Personal Relationships, 3(4), 423–39.
  • Cilingir, Z., & Basfirinci, C. (2014). The impact of consumer ethnocentrism, product involvement, and product knowledge on country of origin effects: An empirical analysis on Turkish consumers’ product evaluation. Journal of International Consumer Marketing, 26(4), 284-310.
  • Czinkota, M. R., & Ronkainen, I. A. (1996). Global marketing. Harcourt Brace College Publishers.
  • Dawar, N., & Parker, P. (1994). Marketing universals: Consumers’ use of brand name, price, physical appearance, and retailer reputation as signals of product quality. Journal of Marketing, 58(2), 81-95.
  • De Chernatony, L., & McWilliam, G. (1989). The strategic implications of clarifying how marketers interpret “brands”. Journal of Marketing Management, 5(2), 153-171.
  • Eckhardt, G. M. (2005). Local branding in a foreign product category in an emerging market. Journal of International Marketing, 13(4), 57-79.
  • Elliott, G. R., & Cameron, R. C. (1994). Consumer perception of product quality and the country-oforigin effect. Journal of International Marketing, 2(2), 49-62.
  • Erdogan, B.Z., & Uzkurt, C. (2010). Effects of ethnocentric tendency on consumers’ perception of product attitudes for foreign and domestic products. Cross Cultural Management: An International Journal, 17(4), 393-406.
  • Essoussi, L.H., & Merunka, D. (2007). Consumers’ product evaluations in emerging markets: Does country of design, country of manufacture, or brand image matter? International Marketing Review, 24(4), 409-426.
  • Fisher, E., & Arnold, S. J. (1990), More than a labor of love: Gender roles and Christmas gift shopping. Journal of Consumer Research, 17 (December), 333–345.
  • Haigh, D., (2000). Brand valuation: Measuring and leveraging your brand. Institute of Canadian Advertising.
  • Han, C. M., & Terpstra, V. (1988). Country-of-origin effects for uni-national and bi-national products. Journal of İnternational Business Studies, 19(2), 235-255.
  • Häubl, G. (1996). A cross-national investigation of the effects of country of origin and brand name on the evaluation of a new car. International Marketing Review, 13(5), 76-97.
  • Holbrook, M. B. (1992). Product quality, attributes, and brand name as determinants of price: The case of consumer electronics. Marketing Letters, 3(1), 71-83.
  • Huang, Y.Y., & Chan, A.K.K. (1997). Chinese brand naming: From general rules to specific rules. International Journal of Advertising, 16(4), 320-335.
  • Hui, M. K., & Zhou, L. (2003). Country-of-manufacture effects for known brands. European Journal of Marketing, 37(1/2), 133-153.
  • Iyer, G. R., & Kalita, J. K. (1997). The impact of country-of-origin and country-of-manufacture cues on consumer perceptions of quality and value. Journal of Global Marketing, 11(1), 7-28.
  • Jin, Z., Chansarkar, B., & Kondap, N. M. (2006). Brand origin in an emerging market: Perceptions of Indian consumers. Asia Pacific Journal of Marketing and Logistics, 18(4), 283-302.
  • Kaynak, E., & Kara, A. (2002). Consumer perceptions of foreign products: An analysis of product-country images and ethnocentrism. European Journal of Marketing, 36 (7/8), 928-949.
  • Keller, K. L (2008), Strategic brand management. New Jersey, Pearson Education.
  • Kinra, N. (2006). The effect of country-of-origin on foreign brand names in the Indian market. Marketing Intelligence & Planning, 24(1), 15-30.
  • Küçükemiroğlu, O. (1999). Market segmentation by using consumer lifestyle dimensions and ethnocentrism. European Journal of Marketing, 33(5/6), 470-487.
  • Laroche, M., Saad, G., Cleveland, M., & Browne, E. (2000). Gender differences in information search strategies for a Christmas gift. Journal of Consumer Marketing, 17(6), 500-522.
  • Leclerc, F., Schmitt, B. H., & Dubé, L. (1994). Foreign branding and its effects on product perceptions and attitudes. Journal of Marketing Research, 263-270.
  • Li, Z. G., & Murray, L. W. (1998). Should you use foreign branding in China? An exploratory study. In American Marketing Association Conference Proceedings (Vol. 9, p. 233). American Marketing Association.
  • Liefeld, J. P. (1993). Experiments on country-of-origin effects: Review and meta-analysis of effect size. Papadopoulos, N., Heslop, L.A. (Eds.), Product-country images: Impact and role in international marketing, (First Edition, p. 117-156) New York, The Haworth Press, Inc.
  • Lim, K., & O’Cass, A. (2001). Consumer brand classifications: An assessment of culture-of-origin versus country-of-origin. Journal of Product & Brand Management, 10(2), 120-136.
  • Lowrey, T. M., & Shrum, L. J. (2007). Phonetic symbolism and brand name preference. Journal of Consumer Research, 34(3), 406-414.
  • 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.
  • Maynes, E. S. (1976). The concept and measurement of product quality. In Household production and consumption (pp. 529-584). NBER.
  • Melnyk, V., Klein, K., & Völckner, F. (2012). The double-edged sword of foreign brand names for companies from emerging countries. Journal of Marketing, 76(6), 21-37.
  • Mostafa, R. H. (2015). The impact of country of origin and country of manufacture of a brand on overall brand equity. International Journal of Marketing Studies, 7(2), 70.
  • Nadiri, H., & Tümer, M. (2010). Influence of ethnocentrism on consumers’ intention to buy domestically produced goods: An empirical study in North Cyprus. Journal of Business Economics and Management, 11(3), 444-461.
  • O’Cass, A., & Lim, K. (2002). The influence of brand associations on brand preference and purchase intention: An Asian perspective on brand associations. Journal of International Consumer Marketing, 14(2-3), 41-71.
  • Pecotich, A., & Rosenthal, M. J. (2001). Country of origin, quality, brand and consumer ethnocentrism. Journal of Global Marketing, 15(2), 31-60.
  • Pecotich, A., Pressley, M., & Roth, D. (1996). The impact of ethnocentrism on the origin effect in the service sector. Journal of Retailing and Consumer Services, 12(4), 213-224.
  • Ranjbarian, B., Rojuee, M., & Mirzaei, A. (2010). Consumer ethnocentrism and buying intentions: An empirical analysis of Iranian consumers. European Journal of Social Sciences, 13(3), 371-386.
  • Rao, A. R., & Monroe, K. B. (1989). The effect of price, brand name, and store name on buyers’ perceptions of product quality: An integrative review. Journal of marketing Research, 26(3), 351-357.
  • Samiee, S., Shimp, T. A., & Sharma, S. (2005). Brand origin recognition accuracy: Its antecedents and consumers’ cognitive limitations. Journal of International Business Studies, 36(4), 379-397.
  • Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of Marketing Research, 280-289.
  • Simonson, I., & Rosen, E. (2014). Absolute value: What really influences customers in the age of (nearly) perfect information. New York: Harper Business.
  • Sumner, W. G. (1906). Folkways: A study of the sociological importance of usages, manners, customs, mores, and morals. Ginn.
  • 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.
  • Verlegh, P. W., & Steenkamp, J. B. E. (1999). A review and meta-analysis of country-of-origin research. Journal of Economic Psychology, 20(5), 521-546.
  • Vida, I., & Reardon, J. (2008). Domestic consumption: Rational, affective or normative choice? Journal of Consumer Marketing, 25(1), 34-44.
  • Wu, F., Sun, Q., Grewal, R., & Li, S. (2019). Brand name types and consumer demand: Evidence from China’s automobile market. Journal of Marketing Research, 56(1), 158-175.
  • Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
There are 62 citations in total.

Details

Primary Language Turkish
Journal Section Research Articles
Authors

Tamer Baran This is me 0000-0002-8711-6561

Publication Date December 31, 2020
Submission Date February 4, 2020
Acceptance Date July 28, 2020
Published in Issue Year 2020 Volume: 16 Issue: 4

Cite

APA Baran, T. (2020). MARKA ADININ TÜKETİCİLERİN MARKA TERCİHİNE ETKİSİ: TÜRKÇE VE İNGİLİZCE ADLARIN KARŞILAŞTIRILMASI. Uluslararası Yönetim İktisat Ve İşletme Dergisi, 16(4), 1029-1042. https://doi.org/10.17130/ijmeb.853619