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Ülke İmajı Araştırmalarında Ölçek Seçimi ve Kullanımı

Year 2018, , 78 - 91, 30.04.2018
https://doi.org/10.29249/selcuksbmyd.407367

Abstract

Ülke imajı belirli bir ülke hakkındaki tanımlayıcı,
çıkarımsal ve bilgilendirici inançların toplamı olarak tanımlanır (Martin ve
Eroğlu; 1993:193). Tüketicilerin ürün kalitesine yönelik değerlendirmelerini
etkilediği için de uluslararası pazarlama literatüründe çokça çalışılan bir
araştırma alanıdır. Bugüne kadar yapılan çalışmaların sahip olduğu araştırma
tasarımlarının ve kullanılan ölçeklerin ülke imajının boyutları çerçevesinde
çok büyük bir çeşitlilik arz ettiği görülmektedir (örn. Balabanis vd., 1996;
Laroche vd., 2005; Papadopoulos ve Heslop 1993; Roth ve Romeo, 1992). Bu
çeşitlilik içerisinde yaşanan kavramsal karmaşa ve ülke imajı bileşenlerini
ölçen ölçekler çerçevesinde gözlemlenen geçişkenlik, önemli bir sorun olarak
araştırmacıların karşısında durmaktadır (Roth ve Diamantopoulos, 2009). Yapılan
çalışmada öncelikle ülke imajı araştırmalarında ortaya çıkan kavram karmaşasını
giderecek tanımlamalar yapılarak kavramsal çerçeve çizilmeye çalışılmıştır.
Bunun yanında ülke imajı bileşenlerinin ölçümü ile ürün-ülke imajını ölçen
ölçeklerin kullanımı konusunda yapılan hatalar ve bunlara getirilen eleştiriler
derlenmiştir. Araştırmada özellikle genel ülke imajı ile ürün-ülke imajının
birbirinden ayrıştırılarak çerçevesinin tam olarak çizilmesi gerektiği vurgulanmış
ve birincisinin ikincisi üzerinde yaptığı etkiler açıklanmıştır.

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Scale Selection and Use in Country Image Research

Year 2018, , 78 - 91, 30.04.2018
https://doi.org/10.29249/selcuksbmyd.407367

Abstract

Country image is defined as
the sum of descriptive, inferential and informative beliefs about a particular
country. It is a research field that has been studied extensively in the
international marketing literature because it affects consumers' evaluations of
product quality. It can be seen that the research designs and the scales used
have a great diversity in the dimensions of the country image. The transitivity
observed within the scales measuring the conceptual mess and the components of
the country image existing in this diversity stands in front of researchers as
an important problem. In this study, firstly the conceptual framework was tried
to be drawn with the definitions in order to solve the concept complexity that
emerged in the country image researches. In addition, the mistakes made in the
use of scales measuring the components of country-image and the product-country
image, and the criticisms of them have been compiled. In the research, it is emphasized
that the the conceptual framework should be drawn exactly by seperating the
general country image and the product-country image from each other, and the
effects of the first one on the second one are explained.

References

  • KaynakçaAhmed, Sadrudin A., Alain d’Astous, (1996); “Country of Origin and Brand Effects: A Multi-dimensional and Multi-attribute Study”, Journal of International Consumer Marketing, V.9, No.2, , pp.93-115.
  • Ahmed, Zafar U., James P. Johnson, Chew Pei Ling, Tan Wai Fang, Ang Kah Hui, (2002); “Country of Origin and Brand Effects on Consumers’ Evaluations of Cruise Lines”, International Marketing Review, Vol.19, No.3, pp.279- 302.
  • Allred, Anthony T., (1997), “Measuring Country Images to Explain Product Attitudes”; Yayınlanmamış Doktora Tezi, Oklohoma Eyalet Üniversitesi.
  • Apil, Ali Rıza, Erdener Kaynak ve Nugzar Todua, (2008); “Georgian Consumers' Evaluation of Products Sourced From a Geographically Close Proximity Country”, Journal of Euromarketing, Vol. 17(3/4), pp.199-218.
  • Askegaard S. ve Ger G., (1998); “Product-Country Images: Towards a Contextualized Approach”. In: English B, Olofsson A, editors. European Advances In Consumer Research;. p. 50–8.
  • Barich, H. & Kotler, P. (1991) A framework for marketing image management. Sloan Management Review 32: 94–104.
  • Batra, R., Ramaswamy, Alden, D.L., Steenkamp, J.-B.E.M., & Ramachander, S. (2000); “ Effects Of Brand Local/Non-Local Origin On Consumer Attitudes in Developing Countries”, Journal of Consumer Psychology, vol.9/2, pp:83-95.
  • Bilkey, W.J. and Nes, E. (1982), “Country Of Origin Effects On Product Evaluation”, Journal of International Business Studies, Vol. 8 No. 1, pp. 89-99.
  • Bloemer J., Bris K. ve Kesper H. (2009), “The CoO-ELM Model: A Theoretical Model for The Cognitive Processes Underlying COO Affects”, European Journal of Marketing, V. 43, No.1/2: 62-89.
  • Botschen, G., & Hemettsberger, A., (1998); “Diagnosing Means-End Structures to Determine the Degree of Potential Marketing Program Standardization”, Journal of Business Research, vol.42, pp.151-159.
  • Bozbay, Zehra; (2007); “Tüketicilerin Çok Uluslu Ürün Değerlemelerinde Ürünün Üretildiği Ülke İmajı Ve Marka İmajı Etkilerinin Belirlenmesi”, İstanbul Üniversitesi Sosyal Bilimler Enstitüsü, Yayınlanmamış Doktora Tezi.
  • Brijs, K., Josée Bloemer ve Hans Kasper, (2011); “Country-image discourse model: Unraveling meaning, structure, and function of country images, Journal of Business Research, vol.64, pp.1259–1269.
  • Brijs, Kris, (2006); “Unravelling Country-Of-Origin — Semiotics As A Theoretical Basis For A Meaningcentred Approach Towards Country-Of-Origin Effects”, Yayınlanmamış Doktora Tezi, Nijmegen, the Netherlands: Radboud Universiteit Nijmegen.
  • Cengiz, Ekrem; Kirkbir, Fazil; (2007); “Turkish Consumers' Evaluation of Products Made in Foreign Countries” The Innovative Marketing; 3, 2; ProQuest pp. 72.
  • Chattalas, Michael J., (2005); “The Effects Of National Stereotypes On Country Of Origin–Based Product Evaluations”, Doktora Tezi, Graduate Faculty in Business in The City University Of New York.
  • Choe, S.T. and Cho, H.J. (2000), “The Effect Of Knowledge Of Asian Brands On The Purchase Decisions Of Young American Consumers On Products From China, Japan, And South Korea”, Advances in Competitiveness Research, Vol. 8 No. 1, pp. 81-91.
  • Chon, K-S. (1990) The role of destination image in tourism: A review and discussion. Tourism Review 45: 2–9.
  • Chung, Jae-Eun (2002); “Modelling the Differatial Effects of Brand Image and Country of Manufacture on Korean Consumers”, Yayınlanmamış Doktora Tezi, Michigan State University, Department of Human Environment and Design.
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Details

Primary Language Turkish
Journal Section Derleme
Authors

Tolga Şentürk

Publication Date April 30, 2018
Submission Date March 18, 2018
Published in Issue Year 2018

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APA Şentürk, T. (2018). Ülke İmajı Araştırmalarında Ölçek Seçimi ve Kullanımı. Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, 21(1), 78-91. https://doi.org/10.29249/selcuksbmyd.407367

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