Küresel Şirketler Tarafından Uygulanan Glokalizasyon Stratejilerinin Türkiye'de Tüketici Marka Tercihine Etkisi: Güney Kore Örneği

Yıl 2022, Cilt: 13 Sayı: 2, 147 - 175, 01.08.2022

Jeenee Lee , Bülent Sezen

Öz

Küreselleşme ve yerelleşme kelimelerinin birleşmesiyle oluşan glokalleşme kavramı son yıllarda yaygın olarak kullanılmaktadır. Çalışmanın temel amacı, küresel pazarlama stratejilerinin tüketicilerin marka tercihleri üzerindeki etkisini belirlemektir. Çalışmada Türkiye'de faaliyet gösteren Güney Koreli markalar incelenmiştir. Güney Kore merkezli firmaların uyguladıkları glokal pazarlama stratejilerinin marka tercihine etkisini belirlemek amacıyla araştırmada veri toplama yöntemi olarak anket yöntemi kullanılmıştır. Araştırmadan elde edilen sonuçlar, glokalleşme stratejilerinin altboyutlarından dağıtım, fiyat, tutundurma ve duyarlılık boyutlarının tüketici tercihleri üzerinde etkili olmasına karşın, üretim ve çevre boyutunun tüketici tercihleri üzerinde etkili olmadığını göstermektedir.

Anahtar Kelimeler

Küreselleşme, Güney Kore, Tüketici marka tercihi

The Effect of Glocalization Strategies Implemented by Global Companies on Consumer Brand Preference in Türkiye: The Case of South Korea

Öz

The concept of glocalization, which is formed by combining the words globalization and localization, has been widely used in recent years. The purpose of the study is to determine the effect of glocal marketing strategies on consumers' brand preferences. In the study, South Korean brands operating in Türkiye were examined. In order to determine the effect of glocal marketing strategies implemented by South Korea-based companies on brand preference, the survey method was used as a data collection method in the research. According to the results obtained from the research, it was determined that the sub-dimensions of glocalization strategies such as distribution, price, promotion and sensitivity were effective on consumer preferences, while product and environment dimensions were not effective on consumer preferences.

Anahtar Kelimeler

Glocalization, South Korea, Consumer brand preference

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