Ülke İmajı Araştırmalarında Ölçek Seçimi ve Kullanımı

Year 2018, Volume: 21 Issue: 1, 78 - 91, 30.04.2018

Tolga Şentürk

https://doi.org/10.29249/selcuksbmyd.407367

Cited By: 3

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.

Keywords

Ülke imajı, Ülke orijini, Ürün-Ülke İmajı, Uluslararası Pazarlama

Scale Selection and Use in Country Image Research

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.

Keywords

Country Image, Country Origin, International Marketing

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