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

Abstract

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.

Keywords

• Marka orijini,ülke menşei,Türk markaları,Mısır pazarı

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

Abstract

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.

Keywords

• Brand origin,country-of-origin,Turkish brands,Egypt market

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