Tarımda Dijital Marka Bileşenlerinin Tarımsal Ürün İhracatı Üzerine Ekonomik Etkisi: AB ve Türkiye Karşılaştırmalı Panel Veri Analizi

Abstract

Bu çalışma, dijital marka değerinin tarımsal ihracat performansı üzerindeki etkilerini Avrupa Birliği (AB) ülkeleri ve Türkiye örnekleminde karşılaştırmalı olarak incelemektedir. 2011–2024 dönemine ait dengeli panel veri seti; tarım ve gıda ilişkili marka başvuru sınıf sayısı, coğrafi işaret (GI) sayısı ve E-Government Development Index (EGDI) göstergeleri üzerinden modellenmiştir. Ekonometrik analizler, Driscoll–Kraay sağlam standart hataları ile tahmin edilen rassal etkiler (RE) modeli temelinde yürütülmüş; marka × EGDI ve marka × Türkiye etkileşim terimleri aracılığıyla dijitalleşmenin bağlamsal etkileri test edilmiştir. Bulgular, coğrafi işaret sayısının tarımsal ihracat üzerinde pozitif ve istatistiksel olarak anlamlı bir etkisinin bulunduğuna; sektörel marka göstergesine ait katsayının ise temel modelde pozitif yönlü olmakla birlikte istatistiksel anlamlılık düzeyine ulaşmadığına işaret etmektedir. PPML, NBML ve toplam marka başvuru sınıf sayısına dayalı karşılaştırmalı model sonuçları, markalaşma etkisinin daha geniş ulusal marka kapasitesi üzerinden daha belirgin hâle gelebileceğine işaret etmektedir. EGDI düzeyindeki artışın, özellikle genel markalaşma kapasitesi bağlamında marka etkisini güçlendirebileceği ve dijital altyapının bu ilişkiyi koşullandıran tamamlayıcı bir unsur olduğu düşünülmektedir. Ayrıca Türkiye’de marka elastisitesinin AB ülkelerine kıyasla daha düşük olabileceği, özellikle karşılaştırmalı ve sağlamlık modellerinde belirginleşmektedir. Sonuçlar, dijital altyapı ile desteklenen markalaşma ve coğrafi işaret politikalarının birlikte ele alınmasının tarımsal ihracat rekabet gücünü artırmada önemli olabileceğini ortaya koymaktadır. Çalışma, dijitalleşme, marka ve coğrafi işaretlerin eş zamanlı etkilerini karşılaştırmalı panel veri analiziyle inceleyerek tarım ekonomisi ve uluslararası ticaret literatürüne özgün bir katkı sunmaktadır.

Keywords

• Tarımsal ihracat
• Dijital marka bileşenleri
• Marka
• Coğrafi işaret
• Panel veri analizi

The Economic Impact of Digital Branding Components in Agriculture on Agricultural Exports: A Comparative Panel Data Analysis of the EU and Turkey

Abstract

This study comparatively examines the effects of digital brand value on agricultural export performance across European Union (EU) countries and Türkiye. A balanced panel dataset covering the period 2011–2024 is modeled through indicators including the agriculture- and food-related trademark application class count, the number of geographical indications (GIs), and the E-Government Development Index (EGDI). Econometric analyses are conducted based on a random effects (RE) model estimated with Driscoll–Kraay robust standard errors; the contextual effects of digitalization are tested through trademark × EGDI and trademark × Türkiye interaction terms. The findings indicate that the GI presence has a positive and statistically significant effect on agricultural exports, while the sectoral trademark indicator provides a positive but limited effect in the baseline model. The PPML, NBML, and comparative model results based on the total trademark application class count suggest that the effect of branding may become more pronounced through broader national branding capacity. Increases in the EGDI may strengthen the branding effect, particularly in the context of general branding capacity, and digital infrastructure is considered a complementary factor conditioning this relationship. In addition, trademark elasticity for Türkiye may be lower than that of EU countries, particularly as indicated by the comparative and robustness models. The results suggest that branding and geographical indication policies supported by digital infrastructure may play an important role in enhancing agricultural export competitiveness. By examining the simultaneous effects of digitalization, branding, and geographical indications through a comparative panel data analysis, this study provides original contributions to the literature on agricultural economics and international trade.

Keywords

• Agricultural export
• Digital brand components
• Brand
• Geographical indication
• Panel data analysis

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