Year 2015, Volume 2, Issue 1, Pages 37 - 51 2015-03-29

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

Yeliz Bas [1] , Remzi Altunisik [2]

623 684

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.
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.
Journal Section Articles
Authors

Author: Yeliz Bas

Author: Remzi Altunisik

Bibtex @ { rjbm360913, journal = {Research Journal of Business and Management}, issn = {}, eissn = {2148-6689}, address = {PressAcademia}, year = {2015}, volume = {2}, pages = {37 - 51}, doi = {}, title = {AN EXAMINATION OF CONSUMERS’ PERCEPTUAL DIFFERENCES OF STORE NAMES IN TURKISH LANGUAGE AND FOREIGN LANGUAGES AND A PHONETICAL EXAMINATION OF CONNOTED METAPHORES}, key = {cite}, author = {Bas, Yeliz and Altunisik, Remzi} }
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. Retrieved from http://dergipark.org.tr/rjbm/issue/32455/360913
MLA 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". Research Journal of Business and Management 2 (2015): 37-51 <http://dergipark.org.tr/rjbm/issue/32455/360913>
Chicago 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". Research Journal of Business and Management 2 (2015): 37-51
RIS TY - JOUR T1 - AN EXAMINATION OF CONSUMERS’ PERCEPTUAL DIFFERENCES OF STORE NAMES IN TURKISH LANGUAGE AND FOREIGN LANGUAGES AND A PHONETICAL EXAMINATION OF CONNOTED METAPHORES AU - Yeliz Bas , Remzi Altunisik Y1 - 2015 PY - 2015 N1 - DO - T2 - Research Journal of Business and Management JF - Journal JO - JOR SP - 37 EP - 51 VL - 2 IS - 1 SN - -2148-6689 M3 - UR - Y2 - 2019 ER -
EndNote %0 Research Journal of Business and Management AN EXAMINATION OF CONSUMERS’ PERCEPTUAL DIFFERENCES OF STORE NAMES IN TURKISH LANGUAGE AND FOREIGN LANGUAGES AND A PHONETICAL EXAMINATION OF CONNOTED METAPHORES %A Yeliz Bas , Remzi Altunisik %T AN EXAMINATION OF CONSUMERS’ PERCEPTUAL DIFFERENCES OF STORE NAMES IN TURKISH LANGUAGE AND FOREIGN LANGUAGES AND A PHONETICAL EXAMINATION OF CONNOTED METAPHORES %D 2015 %J Research Journal of Business and Management %P -2148-6689 %V 2 %N 1 %R %U
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 (March 2015): 37-51.