Ülke Markalama Bileşenleri ile Rekabetçi Avantaj Arasındaki İlişki

Year 2020, , 169 - 181, 24.03.2020

Musa Ünalan , Tevfik Şükrü Yapraklı , Ali Absalan

https://doi.org/10.18657/yonveek.541332

Cited By: 3

Abstract

Bu çalışmanın amacı rekabet avantajı ile ülke markalaması arasındaki ilişkiyi vatandaşların algıları üzerinden incelemektir. Ülke markalaması, bir ulusun sürdürülebilir rekabet edebilirliğinin yönetilmesinde hayati bir rol oynayan yönetimin özüdür. Ülke rekabeti, bir ülkenin küresel rekabet alanındaki rakiplerinden ne kadar farklılaşabileceğini gösteren bir kavramdır. Anketler, Türkiye'de Erzurum ve İran'da ise Urmiye şehrinde yapılmıştır. Anketlerin uygulanmasında, kolayda örnekleme yöntemi kullanılmıştır. Eksik girdiler hariç tutularak verilerin geçerliliği belirlenmiş olup, analizi yapmak için 604 katılımcı dikkate alınmıştır. Çalışmanın Türkiye’deki örneklemini 286, İran’dakini ise 318 kişi oluşturmaktadır. Çalışmanın sonucunda, Türk vatandaşlarının İran vatandaşlarına göre kendi ülkelerinin daha fazla duygusal, fiziksel, finansal ve sosyal çekiciliğe sahip olduğunu düşündükleri görülmüştür. Ayrıca her iki ülkede de fiziksel, finansal ve liderlik bileşenleri ile rekabet avantajı arasında pozitif yönlü anlamlı bir ilişki bulunmuştur.
Anahtar Kelimeler: Ülke Markalama, Rekabetçi Avantaj, Türkiye, İran
JEL Sınıflandırması: M30, M31, N30

Keywords

Ülke Markalama, Rekabetçi Avantaj, Türkiye, İran

The Relationship Between Country Branding Components and Competitive Advantage

Abstract

The goal of the current research work is examining the association between competitive advantage and country branding in view of citizens. Country branding is the core of managing which plays a vital role in managing the sustainable competitiveness of a nation. Country competitiveness is a concept which shows the degree to which a country can be differentiated from its rivals in the field of global competition. Data collected from Erzurum in Turkey and Urmia in Iran. Convenience sampling method was used in this study. Having determined the validity of data through excluding the missing inputs, 604 subjects were obtained to in order to conduct the considered analysis. Participants of the study involved 286 and 318 individuals from Turkey and Iran countries, respectively. Turkish citizens exhibited higher levels of emotional, physical, financial and social appeal than Iranian citizens. In addition, there was a significant positive correlation between physical, financial and leadership components and competitive advantage in both countries.
Key Words: Country Branding, Competitive Advantage, Turkey, Iran
JEL Classification: M30, M31, N30

Keywords

Country Branding, Competitive Advantage, Turkey, İran

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