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Year 2015, Volume: 2 Issue: 1, 37 - 51, 29.03.2015

Abstract

Bu araştırmada özellikle, yerli ve yabancı dillerde belirlenen mağaza isimlerinin çağrışımsal  farklılıkları  üzerinde  durulmaya  çalışılmakta,aynı  zamanda,  marka  isminde  bulunan  harflerin,  isim  uzunluklarının  ve  isim  anlamlarının  yarattığı  çağrışımlar  da  ortaya  koyulmaktadır.Bazı  perakende  mağazalar  sattıkları  ürün  markalarını  mağazaisimlerinde  kullanırken,bazıları  ise  farklı  isimler  tercih  etmektedirler.  Genelde,  ulusal  veya  global  markalar mağaza ismi seçerken ürünlerinin isimlerini tercih etmektedirler. Marka bilinirliği  olmayan  ürünlerin  satıldığı  mağazalarda  ise  mağaza  isimleri,  girişimcinin  kendi  tercihi  ile  seçilmektedir. Bu araştırmada, ürün markası olmayan mağaza markaları ele alınmaktadır.  Literatürde, mağaza ismi tercihleri, markalaşma süreci kapsamında değerlendirildiğinden,  bu  çalışmada,  öncelikle,  marka  isim  tercihlerinde  dikkat  edilmesi  gereken  unsurlar  ve  marka çağrışımları konularına değinilmektedir.

AN EXAMINATION OF CONSUMERS’ PERCEPTUAL DIFFERENCES OF STORE NAMES IN TURKISH LANGUAGE AND FOREIGN LANGUAGES AND A PHONETICAL EXAMINATION OF CONNOTED METAPHORES

Year 2015, Volume: 2 Issue: 1, 37 - 51, 29.03.2015

Abstract

Store name is an important factor in retailing sector.  A number of factor including store display window and store atmosphere play significant role in the relationships of retailer with their customers. But store name is of significant importance in attracting customers to store. Espacially the connotation of a store name for customers plays an important role in the word-of-mouth communication and in attracting customers to a newly opened store or a store which has not been visited previously. The process of store name selection may be considered as a branding process. Brand name is perceived by customers as a collection of some connotations. The purpose of this study is to examine the differences in consumers’ perceptions of store names in the Turkish and foreign languages and to uncover customers perceptions via using metahors related to store names with domestic and foreign langues. Also we wanted to examine these metaphores by using a phonetical analysis. Findings indicate that there are some differences in consumers’ perceptions of store names with Turkish language and with foreign languages and some store names tend to associate with some metaphores more frequently. It is expected that the findings of this study will provide some directions to future studies on this topic.  In this study we have conducted a survey on 280 participants inhabiting in the state of Düzce, sampled with a convenience sampling methodology. Both quantitatvie and qualitative methods in the study and SPSS 16 was used in the data analysis.

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Journal Section Articles
Authors

Yeliz Bas

Remzi Altunisik

Publication Date March 29, 2015
Published in Issue Year 2015 Volume: 2 Issue: 1

Cite

APA Bas, Y., & Altunisik, R. (2015). AN EXAMINATION OF CONSUMERS’ PERCEPTUAL DIFFERENCES OF STORE NAMES IN TURKISH LANGUAGE AND FOREIGN LANGUAGES AND A PHONETICAL EXAMINATION OF CONNOTED METAPHORES. Research Journal of Business and Management, 2(1), 37-51.
AMA Bas Y, Altunisik R. AN EXAMINATION OF CONSUMERS’ PERCEPTUAL DIFFERENCES OF STORE NAMES IN TURKISH LANGUAGE AND FOREIGN LANGUAGES AND A PHONETICAL EXAMINATION OF CONNOTED METAPHORES. RJBM. November 2015;2(1):37-51.
Chicago Bas, Yeliz, and Remzi Altunisik. “AN EXAMINATION OF CONSUMERS’ PERCEPTUAL DIFFERENCES OF STORE NAMES IN TURKISH LANGUAGE AND FOREIGN LANGUAGES AND A PHONETICAL EXAMINATION OF CONNOTED METAPHORES”. Research Journal of Business and Management 2, no. 1 (November 2015): 37-51.
EndNote Bas Y, Altunisik R (November 1, 2015) AN EXAMINATION OF CONSUMERS’ PERCEPTUAL DIFFERENCES OF STORE NAMES IN TURKISH LANGUAGE AND FOREIGN LANGUAGES AND A PHONETICAL EXAMINATION OF CONNOTED METAPHORES. Research Journal of Business and Management 2 1 37–51.
IEEE Y. Bas and R. Altunisik, “AN EXAMINATION OF CONSUMERS’ PERCEPTUAL DIFFERENCES OF STORE NAMES IN TURKISH LANGUAGE AND FOREIGN LANGUAGES AND A PHONETICAL EXAMINATION OF CONNOTED METAPHORES”, RJBM, vol. 2, no. 1, pp. 37–51, 2015.
ISNAD Bas, Yeliz - Altunisik, Remzi. “AN EXAMINATION OF CONSUMERS’ PERCEPTUAL DIFFERENCES OF STORE NAMES IN TURKISH LANGUAGE AND FOREIGN LANGUAGES AND A PHONETICAL EXAMINATION OF CONNOTED METAPHORES”. Research Journal of Business and Management 2/1 (November 2015), 37-51.
JAMA Bas Y, Altunisik R. AN EXAMINATION OF CONSUMERS’ PERCEPTUAL DIFFERENCES OF STORE NAMES IN TURKISH LANGUAGE AND FOREIGN LANGUAGES AND A PHONETICAL EXAMINATION OF CONNOTED METAPHORES. RJBM. 2015;2:37–51.
MLA Bas, Yeliz and Remzi Altunisik. “AN EXAMINATION OF CONSUMERS’ PERCEPTUAL DIFFERENCES OF STORE NAMES IN TURKISH LANGUAGE AND FOREIGN LANGUAGES AND A PHONETICAL EXAMINATION OF CONNOTED METAPHORES”. Research Journal of Business and Management, vol. 2, no. 1, 2015, pp. 37-51.
Vancouver Bas Y, Altunisik R. AN EXAMINATION OF CONSUMERS’ PERCEPTUAL DIFFERENCES OF STORE NAMES IN TURKISH LANGUAGE AND FOREIGN LANGUAGES AND A PHONETICAL EXAMINATION OF CONNOTED METAPHORES. RJBM. 2015;2(1):37-51.

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