ULUS MARKA DEĞERİNİN YENİ ÜRÜNLERE ETKİSİ: YENİ TÜRK ELEKTRİKLİ OTOMOBİL MARKASI TOGG ÜZERİNE BİR ARAŞTIRMA

Öz

Tıpkı kurumlar, ticari işletmeler, siyasi partiler, tüzel kişilikler ve bireyler gibi, ülkelerin de iletişim faaliyetleri büyük bir potansiyele sahiptir ve rastlantılara bırakılmamalıdır. Ulus markalaşması kavramı, bu iletişim ve pazarlama faaliyetleri içinde önemli bir yer tutmaktadır. Ticari markalar, soyut marka değerleri aracılığıyla dolaylı ve önemli kazanımlar elde edebildiği gibi, ülkeler de ulus markaları sayesinde uluslararası arenada önemli başarılar elde edebilmektedir. Bu çalışma, ulus markalaşmasının yeni ürünlere yönelik satın alma niyeti üzerindeki etkisini incelemektedir. Çalışmada, Türkiye’nin yeni elektrikli otomobil markası TOGG, yeni ürün olarak ele alınmıştır. Ayrıca, yeni ürünlerin iletişim süreçlerinde önemli bir rol oynayan elektronik ağızdan ağıza iletişim (e-WOM) değişkeni de araştırmaya dahil edilmiştir. Araştırmada nicel bir tasarım benimsenmiş olup, 63 farklı ülkeden 374 katılımcı ile veri toplanmıştır. Değişkenler arasındaki ilişkilerin değerlendirilmesi için yapısal eşitlik modellemesi kullanılmıştır.

Anahtar Kelimeler

• Ulus Markalama
• Yeni Ürün
• TOGG
• E-WOM
• Satın Alma Niyeti.

NATION BRAND EFFECT ON NEW PRODUCT: A RESEARCH ON NEW TURKISH ELECTRIC AUTOMOTIVE BRAND TOGG

Öz

Just like institutions, commercial enterprises, political parties, legal entities, and individuals, the communication activities of countries also possess invaluable potential that should not be left to chance. The concept of nation branding holds great significance within these communication and marketing activities. Similar to how commercial brands can achieve substantial and indirect gains through their abstract brand values, countries can also attain significant successes in the international arena with their nation brands. This study examines the impact of nation branding on purchase intention for new products. Türkiye's new electric car brand, TOGG, is selected as the new product. E-WOM is also included in the research as another variable that has a very large part in new product communication pieces. A quantitative design was used in the research. In the research phase, studies were conducted with 374 participants from 63 different countries. Structural equation modeling was used to evaluate the effects between variables.

Anahtar Kelimeler

• Nation Branding
• New Product
• TOGG
• E-Wom
• Purchase Intention.

Etik Beyan

Çalışmamın etik açıdan tüm şartları sağladığını aksi halde tüm sorumluluğu aldığımı beyan ederim.

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