ENDÜSTRİYEL PAZARLARDA MEKÂNSAL MARKALAŞMA: LİMANLARDA MARKA KİŞİLİĞİ BELİRLENMESİ ÜZERİNE UYGULAMALI BİR ÇALIŞMA

Yıl 2021, , 165 - 181, 01.06.2021

Gamze Arabelen Sedat Baştuğ

https://doi.org/10.14514/BYK.m.26515393.2021.9/1.165-181

Öz

Küresel tedarik zinciri içinde yer alan limanlar yoğun rekabet ortamında müşterilerin ilgisini çekmek ve mevcut müşterilerini tutundurmak zorundadırlar. Bu zorlu yarış, güçlü bir marka oluşturarak, markanın mesajını doğru bir şekilde müşterilere ileterek ve marka kişiliği bileşenleri üzerinden doğru bir konumlandırma ile başarılabilir. Fakat limanların marka kişiliği coğrafi özelliklere ve dışsal faktörlere (örn. pandemi vb.) göre değişebilmektedir. Bu durum her limanın kendi markasını farklı mesajlar ile müşterilerine sunmasına neden olmaktadır. Bu yüzden, bu çalışma farklı coğrafik bölgelerde yer alan limanların marka başarısı için kullandıkları marka kişilik birleşenlerinin müşteriler üzerindeki etkisini duygu analiz metodunu kullanarak araştırmayı amaçlamaktadır. Araştırma yöntemi olarak Aaker’in (1997) marka kişilik modelinde yer alan kişilik bileşenleri, duygu analizi kullanılarak ölçülmüştür. Bulgular, limanların marka imajlarının yanı sıra net ve ayırt edici marka kişilikleri geliştirdiklerini göstermektedir.

Anahtar Kelimeler

Endüstriyel Pazarlama, Markalaşma, Limanlar, Marka Kişiliği, Duygu Analizi

PLACE BRANDING IN INDUSTRIAL MARKETS: AN APPLICATION ON BRAND IDENTITY

Öz

Ports in the global supply chain have to attract the attention of customers and keep their existing customers in an intense competitive environment. This challenging race can be achieved by building a strong brand, conveying the brand's message accurately to customers, and positioning it correctly through brand personality components. However, the brand personality of the ports can change according to the geographical features and external factors (e.g. pandemic). This situation causes each port to present its own brand to its customers with different messages. Therefore, this study aims to investigate the effect of brand personality components used by ports located in different geographical regions for brand success on customers by using sentiment analysis method. As a research method, personality components in Aaker's (1997) brand personality model were measured using semantic analysis. Findings show that ports develop clear and distinctive brand personalities as well as brand images.

Anahtar Kelimeler

Industrial Marketing, Branding, Ports, Brand Personality, Sentiment Analysis

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