Rethinking Brands in the Emerging Financial Markets

Year 2010, Volume: 17 Issue: 1, 11 - 22, 01.03.2010

Banu Dincer Caner Dincer

Abstract

Keywords

-

Gelişmekte olan Finansal Piyasalarda Markayı Yeniden Düşünmek

Abstract

Bu araştırmanın amacı gelişmekte olan piyasa ortamında finansal analistlerin marka ve pazarlama söylemlerine bakışını ortaya koymaktır. Sonuçlar, pazarlama aktivitelerini dikkate alarak marka değerini ölçmede profesyonellerin kullandığı ölçütleri belirlemek ve yönetim kararları için markanın önemini ölçmek amacıyla tasarlanmış bir anket çalışmasına dayanmaktadır. Analizde tanımlayıcı istatistikler ve faktör analizinden faydalanılmıştır. Marka değerini belirlemede en çok kullanılan pazarlama ölçütü marka bilinirliğidir, bunu Pazar payı ve tüketici verileri takip etmektedir. Satın alma ve birleşme, finansal raporlama ve risk yönetimi ile ilgili kararlar açısından marka ve marka değeri büyük önem arz etmektedir. Sonuçlar, pazarlama yöneticilerine, markanın finansal değerini; yönetime, hissedarlara ve yatırımcılara açıklamada destek vermektedir. Finansal anlamda çekicilik ve uzun vadede yatırımcı güvenini sürdürmede pazarlama açıklamalarına odaklanmanın gerekliliği de ayrıca vurgulanmıştır

Keywords

Marka, Marka değeri, Pazarlama açıklamaları

References

• AAKER, David A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
• AAKER, David. A. (1996). Building Strong Brands. New York: Free Press.
• AAKER, David. A. ( 1997 ) “Dimensions of brand personality”, Journal of Marketing Research. , Vol. 34 , No. 3 , pp. 347 – 356 .
• ABDEL-KHALIK, A. R. (1975). “Advertising Effectiveness and Accounting Policy.” The Accounting Review 50, 657–670.
• AGGARWAL, M. K., RAO, V. R. (1996). “An empirical comparison of consumer-based measures of brand equity”, Marketing Letters, 7(3), 237-47. AILAWADİ, Kusum L., LEHMANN, Donald R., NESLIN, Scott A. (2003), “Revenue Premium as an Outcome Measure of Brand Equity,” Journal of Marketing, 67 (October), 1–17.
• AMBLER , T. ( 1999 ) “The day has come to put brand equities on our balance sheets” , Marketing: London , August 12, p. 14 .
• AMBLER, T. (2004). Marketing and the bottom line, 2nd Ed.. Upper Saddle River, NJ: Financial Times Prentice Hall.
• BARTH, M. E., CLINCH G. (1998). “Revalued Financial, Tangible, and Intangible Assets: Associations with Share Prices and Non Market-Based Value Estimates.” Journal of Accounting Research, 53, 32-41.
• BARTH, M. E., KASZNIK, R., McNICHOLS M. F. (1998). “Analyst Coverage and Intangible Assets.” Working paper, Stanford University.
• BUBLITZ, B., ETTREDGE M. (1989). “The Information in Discretionary Outlays: Advertising, Research, and Development.” The Accounting Review 64, 108–124.
• COLVIN, Geoff (2009), “Yes, You Can Raise Prices,” Fortune, 159 (4), 20.
• DE MORTANGES P., VAN RIEL , A . ( 2003 ) ‘ Brand equity and shareholder value ’, European Management Journal , Vol. 21 , No. 4 , pp. 521 – 527 .
• ERDEM, T., SWAIT J., (1998), “Brand Equity as a Signaling Phenomenon,” Journal of Consumer Psychology, 7 (2), 131–57.
• GRULLON, G., KANATAS G., WESTON J. P. (2004), “Advertising, Breadth of Ownership, and Liquidity,” Review of Financial Studies, 17 (2), 439–61.
• HERREMANS , I . M . , RYANS Jr. , J . K ., AGGARWAL , R . ( 2000 ) ‘ Linking advertising and brand value ’, Business Horizons , Vol. 43 , No. 3 , pp. 19-26 .
• HIRSCHEY, M., WEYGANDT J. J. (1985). “Amortization Policy for Advertising and Research and Development Expenditures.” Journal of Accounting Research 23, 326–335.
• ILDIR, A. (2005), “Marka Değerlemesi ve Marka Değerinin Bilançolarda Gösterilmesi” Analiz, 5 (14-14), 4-11.
• KAPFERER, Jean-Noël, (2008), The New Strategic Brand Management, Creating and Sustaining Brand Equity Long Term, 4th edition, London, Kogan Page Ltd.
• KELLER, K. L. (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, 57 (January), 1–22.
• KELLER, K. L. (1997). Strategic Brand Management. Upper Saddle River, New Jersey: Prentice Hall.
• KELLER, K. L. ( 1998 ) ‘ Strategic Brand Management ’, Prentice-Hall, Englewood Cliffs, NJ .
• KELLER, K. L., LEHMANN D. R. (2006), “Brands and Branding: Research Findings and Future Priorities,” Marketing Science, 25 (6), 740–59.
• KERIN, R. A.,SETHURAMAN R. (1998), “Exploring the Brand Value–Shareholder Value Nexus for Consumer Goods Companies,” Journal of the Academy of Marketing Science, 26 (4), 260–73.
• KRISHNAN, H.S. (1996), “Characteristics of Memory Associations: A Consumer-Based Brand Equity Perspective,” International Journal of Research in Marketing, 13 (4), 389–405.
• McALISTER, Leigh, SRINIVASAN R., KIM M. C. (2007), “Advertising, Research and Development, and Systematic Risk of the Firm,” Journal of Marketing, 71 (January), 35– 48.
• MIZIK, N., JACOBSON R. (2008), “The Financial Value Impact of Perceptual Brand Attributes,” Journal of Marketing Research, 15 (February), 15–32.
• PECHMANN, C., RATNESHWAR R. (1991), “The Use of Comparative Advertising for Brand Positioning: Association Versus Differentiation,” Journal of Consumer Research, 18 (2), 145–60.
• PHAM, M. T., MUTHUKRISHNAN A. V. (2002), “Search and Alignment in Judgment Revision: Implications for Brand Positioning,” Journal of Marketing Research, 39 (February), 18– 30.
• PULLIG, C., NETEMEYER R. G., BISWAS A. (2006), “Attitude Bias, Confidence, and Challenge Alignment: A Case of Negative Brand Publicity,” Journal of the Academy of Marketing Science, 34 (4), 528–42.
• REGO, L. L., BILLETT Matthew T., MORGAN N. A. (2009) “Consumer-Based Brand Equity And Firm Risk”, Journal of Marketing, Vol. 73, Iss. 6; pg. 47,
• REYNOLDS T., PHILLIPS C., (2005) “Brand Equity Metrics: All Market Share Ain’t Created Equal”, Journal of Advertising Research, 2005, Volume 45, Issue 02, pp 171-186
• ROBERTS, Peter W., DOWLING Grahame R. (2002), “Corporate Reputation and Sustained Superior Financial Performance,” Strategic Management Journal, 23 (December), 1077– 1093.
• SHIPLEY , D., HOWARD, P . ( 1993 ) ‘ Brand-naming industrial products ’ , Industrial Marketing Management, Vol. 22 , pp. 59 – 66 .
• SIMON, C. J., SULLIVAN M. W. (1993). “The Measurement and Determinants of Brand Equity: A Financial Approach.” Marketing Science 12, 28–52.
• SLOTEGRAAF, R. J, PAUWELS K. (2008), “The Impact of Brand Equity and Innovation on the Long-Term Effectiveness of Promotions,” Journal of Marketing Research, 45 (June), 293–306.
• SRINIVASAN, V., CHAN S. Park, CHANG D. R. (2005), “An Approach to the Measurement, Analysis, and Prediction of Brand Equity and Its Sources,” Management Science, 51 (9), 1433–48.
• SRINIVASAN, Shuba, HANSSENS D. M. (2009), “Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions,” Journal of Marketing Research, 46 (June), 293–312.
• SRINIVASAN V., Shuba, PAUWELS Koen, SILVA-RISSO J., HANSSENS D. M. (2009), “Product Innovations, Advertising, and Stock Returns,” Journal of Marketing, 73 (January), 24–43.
• SWAMINATHAN, V . ( 2003 ) ‘ Sequential brand extensions and brand choice behavior ’ , Journal of Business Research , Vol. 56 , No. 6 , pp. 431 – 442 .
• TELLIS, Gerard J.,JOHNSON Joseph (2007), “The Value of Quality”, Marketing Science, 26 (6), 758–73.
• YOO, B., DONTHU, N. ( 2001 ) ‘ Developing and validating a multidimensional consumer-based brand equity scale ’ , Journal of Business Research , Vol. 52 , No. 1 , pp. 1 – 14 .
• YOO, B., DONTHU, N., LEE , S . ( 2000 ) ‘ An examination of selected marketing mix elements and brand equity ’ , Journal of Academy of Marketing Science , Vol. 28 , pp. 195 – 211 .
• YOVOVICH, B . ( 1988 ) ‘ What is your brand really worth? ’ Adweek ’ s Marketing Week , Vol. 29 , pp. 18 – 20.