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BULGARİSTAN’DA TÜRKİYE İMAJININ ALGILANMASI, TÜRK ÜRÜNLERİNİN DEĞERLENDİRİLMESİNDE HUSUMET OLGUSUNUN İNCELENMESİ

Yıl 2010, Cilt: 3 Sayı: 5, 27 - 43, 01.06.2010

Mustafa Yılmaz Nihal Sütütemiz Levent Çallı

Öz

Bu çalışmada, Bulgar tüketicilerin Türkiye’ye ve Türklere karşı hasmane duygular besleyip beslemediği, negatif duygular varsa bunların Türk ürünlerinin değerlendirilmesi ve Türkiye imajına etkisi belirlenmeye çalışılmıştır. Bu bağlamda, çalışma kapsamında Bulgaristan pazarında yıllardır satılan iki Türk markasının Bulgar tüketicileri tarafından algılanması ve değerlendirilmelerini ölçmek amacıyla 2008 yılı Ocak-Mart ayları arasında 750 kişi Bulgaristan’da üzerinde anket çalışması yapılmıştır. Araştırma bulguları, husumet olgusuyla Bulgar tüketicilerin Türk ürünlerini değerlendirmeleri ve Türkiye imajı arasında negatif ilişkinin olduğunu ortaya koymuştur

Anahtar Kelimeler

Tüketici husumeti Ülke Algılaması Ürün değerlendirme Menşe ülke Ülke imajı

Kaynakça

  • Amine, L. S., Chao, M. C., & Arnold, M. J. (2005). Executive Insights: Exploring the Practical Effects of Country of Origin, Animosity, and Price–Quality Issues: Two Case Studies of Taiwan and Acer in China. Journal of International Marketing , 13(2),pp. 114-150.
  • Ang, S. H., Jung, K., Kau, A. K., Leong, S. M., Pornpitakpan, C., & Tan, S. J. (2004). Animosity Toward Economic Giants: What the Little Guys Think. Journal of Consumer Marketing , 21 (3), 190–207.
  • Bilkey, W., & Nes, E. (1982). Country of origin effects on product evaluations. Journal of International Business Studies , Vol.13, Spring/Summer, pp. 89-99.
  • Borisova, B. (2009). Volen Siderov: Nyama da podkrepim upravlyavaşta sila, koyato trıgva na kompromis s tezi koito dosega sa upravlyavali. Dnevnik , 14.07.2009
  • d’Astous, A., & Ahmed, S. A. (1999). The importance of country images in the formation of consumer product perceptions. International Marketing Review , Vol. 16, 2, pp. 108 - 126.
  • Ganeva, V. (2003). Kulturna Obuslevenost na Potrebitelskoto Povedenie. Dialog , 1., pp. 8-18.
  • Han, C. M. (1989). Country Image: Halo or Summary Construct? Journal of Marketing Research , Vol. 26, No. 2 , pp. 222-229.
  • Hinck, W. (2005). The Role of Domestic Animosity in Consumer Choice: Empirical Evidence from Germany. Journal of Euromarketing , Volume 14, Issue 1, pp. 87 – 104.
  • Hong, S.-T., & Wyer, R. S. (1990). Determinants of Product Evaluation: Effects of the Time Interval between Knowledge of a Product's Country of Origin and Information about Its Specific Attributes. The Journal of Consumer Research , Vol. 17, No. 3., pp. 277-288.
  • Jung, K., Ang, S. H., Leong, S. M., Tan, S. J., Pornpitakpan, C., & Kau, A. K. (2002). A Typology of Animosity and its Cross-National Validation. Journal of Cross-Cultural Psychology , 33; pp.525-539.
  • Klein, J. G. (2002). Us versus Them, or Us versus Everyone? Delineating Consumer Aversion to Foreign Goods. Journal of International Business Studies , Vol. 33, No. 2 , pp. 345-363.
  • Klein, J. G., & Ettenson, R. (1999). Consumer Animosity and Consumer Ethnocentrism: An Analysis of Unique Antecedents. Journal of International Consumer Marketing , 11:4, pp. 5 — 24.
  • Klein, J. G., Ettenson, R., & Morris, M. D. (1998). The Animosity Model of Foreign Product Purchase: An Empirical Test in the People's Republic of China. Journal of Marketing , Vol. 62, No. 1. , pp. 89-100.
  • Laroche, M., Papadopoulos, N., Heslop, L. A., & Mourali, M. (2005). The Influence of Country Image Structure on Consumer Evaluations of Foreign Products. International Marketing Review , 22(1), pp. 96-115.
  • Liefeld, J. P. (1993). Consumer use of country-of-origin information in product evaluations: evidence from experiments. N. H. in Papadopoulos içinde, ProductCountry Image: Impact and Role in International Marketing, (pp.117-56). New York: International Business Press.
  • National Statistical Institute (NSI). 2001. Statistical Yearbook. Sofia.
  • Nijssen, E. J., & Douglas, S. P. (2004). Examining the animosity model in a country with a high level of foreign trade. International Journal of Research in Marketing , Volume 21, Issue 1, pp. 23-38.
  • Peterson, R. A., & Jolibert, A. J. (1995). A Meta-Analysis of Country-of-Origin Effects. Journal of International Business Studies , vol. 26, issue 4, pp. 883-900.
  • Riefler, P., & Diamantopoulos, A. (2007). Consumer animosity: a literature review and a reconsideration of its measurement. International Marketing Review , Vol. 24 No. 1,pp. 87-119.
  • Schooler, R. D. (1965). Product Bias in the Central American Common Market. Journal of Marketing Research , Vol. 2, No. 4 , pp. 394-397.
  • Shimp, T. A., Dunn, T. H., & Klein, J. G. (2003). Remnants of the U.S. Civil War and modern consumer behavior. Psychology and Marketing , Volume 21 Issue 2, pp. 75 - 91.
  • Shin, M. (2001). The animosity model of foreign product purchase revisited: does it work in Korea? Journal of Empirical Generalisations in Marketing Science , Vol. 6, pp. 6-14.
  • Shoham, A., Davidow, M., Klein, J. G., & Ruvio, A. (2006). Animosity on the Home Front: The Intifada in Israel and Its Impact on Consumer Behavior. Journal of International Marketing , Vol. 14, No. 3, pp.92-114.
  • Usunier, J.-C. (2006). Relevance in business research: the case of country-of-origin research in marketing. European Management Review , 3, pp. 60-73.
  • Verlegh, P. W., & Steenkamp, J.-B. E. (1999). A review and meta-analysis of country-oforigin research. Journal of Economic Psychology 20 , pp. 521-546.
  • Vestnik Sega. (2009, 08 07). Turtsiya i Rusiya dogovaryat energiyni traseta i zaobikalyat Bılgariya. Sega . 08.07.2009
  • Vida, I., Dmitrovic, T., & Obadia, C. (2008). The role of ethnic affiliation in consumer ethnocentrism. European Journal of Marketing , Volume: 42 Issue: 3/4 Page: 327 - 343 .

Yıl 2010, Cilt: 3 Sayı: 5, 27 - 43, 01.06.2010

Mustafa Yılmaz Nihal Sütütemiz Levent Çallı

Öz

In this study, it is aimed to determine whether Bulgarian consumers have animosity feelings towards Turkey and Turkish people or not, and to decide if their negative feelings have any impacts on Turkey country image the evaluation of Turkish products. In this sense, in order to measure the perceptions and the evaluation of these brands by Bulgarian consumers a survey of 750 people Bulgaria covering the period between January and March in 2008 was conducted on two Turkish brands, which have been in Bulgarian market for years. Findings of the research showed that negatively relationship between animosity phenomenon with Turkish product evaluation and Turkey country image of Bulgarian consumers

Anahtar Kelimeler

Consumer animosity perception of country product evaluation country of origin country image

Kaynakça

  • Amine, L. S., Chao, M. C., & Arnold, M. J. (2005). Executive Insights: Exploring the Practical Effects of Country of Origin, Animosity, and Price–Quality Issues: Two Case Studies of Taiwan and Acer in China. Journal of International Marketing , 13(2),pp. 114-150.
  • Ang, S. H., Jung, K., Kau, A. K., Leong, S. M., Pornpitakpan, C., & Tan, S. J. (2004). Animosity Toward Economic Giants: What the Little Guys Think. Journal of Consumer Marketing , 21 (3), 190–207.
  • Bilkey, W., & Nes, E. (1982). Country of origin effects on product evaluations. Journal of International Business Studies , Vol.13, Spring/Summer, pp. 89-99.
  • Borisova, B. (2009). Volen Siderov: Nyama da podkrepim upravlyavaşta sila, koyato trıgva na kompromis s tezi koito dosega sa upravlyavali. Dnevnik , 14.07.2009
  • d’Astous, A., & Ahmed, S. A. (1999). The importance of country images in the formation of consumer product perceptions. International Marketing Review , Vol. 16, 2, pp. 108 - 126.
  • Ganeva, V. (2003). Kulturna Obuslevenost na Potrebitelskoto Povedenie. Dialog , 1., pp. 8-18.
  • Han, C. M. (1989). Country Image: Halo or Summary Construct? Journal of Marketing Research , Vol. 26, No. 2 , pp. 222-229.
  • Hinck, W. (2005). The Role of Domestic Animosity in Consumer Choice: Empirical Evidence from Germany. Journal of Euromarketing , Volume 14, Issue 1, pp. 87 – 104.
  • Hong, S.-T., & Wyer, R. S. (1990). Determinants of Product Evaluation: Effects of the Time Interval between Knowledge of a Product's Country of Origin and Information about Its Specific Attributes. The Journal of Consumer Research , Vol. 17, No. 3., pp. 277-288.
  • Jung, K., Ang, S. H., Leong, S. M., Tan, S. J., Pornpitakpan, C., & Kau, A. K. (2002). A Typology of Animosity and its Cross-National Validation. Journal of Cross-Cultural Psychology , 33; pp.525-539.
  • Klein, J. G. (2002). Us versus Them, or Us versus Everyone? Delineating Consumer Aversion to Foreign Goods. Journal of International Business Studies , Vol. 33, No. 2 , pp. 345-363.
  • Klein, J. G., & Ettenson, R. (1999). Consumer Animosity and Consumer Ethnocentrism: An Analysis of Unique Antecedents. Journal of International Consumer Marketing , 11:4, pp. 5 — 24.
  • Klein, J. G., Ettenson, R., & Morris, M. D. (1998). The Animosity Model of Foreign Product Purchase: An Empirical Test in the People's Republic of China. Journal of Marketing , Vol. 62, No. 1. , pp. 89-100.
  • Laroche, M., Papadopoulos, N., Heslop, L. A., & Mourali, M. (2005). The Influence of Country Image Structure on Consumer Evaluations of Foreign Products. International Marketing Review , 22(1), pp. 96-115.
  • Liefeld, J. P. (1993). Consumer use of country-of-origin information in product evaluations: evidence from experiments. N. H. in Papadopoulos içinde, ProductCountry Image: Impact and Role in International Marketing, (pp.117-56). New York: International Business Press.
  • National Statistical Institute (NSI). 2001. Statistical Yearbook. Sofia.
  • Nijssen, E. J., & Douglas, S. P. (2004). Examining the animosity model in a country with a high level of foreign trade. International Journal of Research in Marketing , Volume 21, Issue 1, pp. 23-38.
  • Peterson, R. A., & Jolibert, A. J. (1995). A Meta-Analysis of Country-of-Origin Effects. Journal of International Business Studies , vol. 26, issue 4, pp. 883-900.
  • Riefler, P., & Diamantopoulos, A. (2007). Consumer animosity: a literature review and a reconsideration of its measurement. International Marketing Review , Vol. 24 No. 1,pp. 87-119.
  • Schooler, R. D. (1965). Product Bias in the Central American Common Market. Journal of Marketing Research , Vol. 2, No. 4 , pp. 394-397.
  • Shimp, T. A., Dunn, T. H., & Klein, J. G. (2003). Remnants of the U.S. Civil War and modern consumer behavior. Psychology and Marketing , Volume 21 Issue 2, pp. 75 - 91.
  • Shin, M. (2001). The animosity model of foreign product purchase revisited: does it work in Korea? Journal of Empirical Generalisations in Marketing Science , Vol. 6, pp. 6-14.
  • Shoham, A., Davidow, M., Klein, J. G., & Ruvio, A. (2006). Animosity on the Home Front: The Intifada in Israel and Its Impact on Consumer Behavior. Journal of International Marketing , Vol. 14, No. 3, pp.92-114.
  • Usunier, J.-C. (2006). Relevance in business research: the case of country-of-origin research in marketing. European Management Review , 3, pp. 60-73.
  • Verlegh, P. W., & Steenkamp, J.-B. E. (1999). A review and meta-analysis of country-oforigin research. Journal of Economic Psychology 20 , pp. 521-546.
  • Vestnik Sega. (2009, 08 07). Turtsiya i Rusiya dogovaryat energiyni traseta i zaobikalyat Bılgariya. Sega . 08.07.2009
  • Vida, I., Dmitrovic, T., & Obadia, C. (2008). The role of ethnic affiliation in consumer ethnocentrism. European Journal of Marketing , Volume: 42 Issue: 3/4 Page: 327 - 343 .
Toplam 27 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

Mustafa Yılmaz Bu kişi benim

Nihal Sütütemiz Bu kişi benim

Levent Çallı

Yayımlanma Tarihi 1 Haziran 2010
Yayımlandığı Sayı Yıl 2010 Cilt: 3 Sayı: 5

Kaynak Göster

APA Yılmaz, M., Sütütemiz, N., & Çallı, L. (2010). BULGARİSTAN’DA TÜRKİYE İMAJININ ALGILANMASI, TÜRK ÜRÜNLERİNİN DEĞERLENDİRİLMESİNDE HUSUMET OLGUSUNUN İNCELENMESİ. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 3(5), 27-43.