ÜLKE ORİJİNİ ETKİSİ KONSEPTİ VE AÇIKLAYICI MODELLERİ

Yıl 2017, Cilt: 6 Sayı: 2, 1 - 23, 01.12.2017

Tolga Şentürk

Öz

Ülke orijini etkisi Made in effect , uluslararası pazarlama literatüründe 1960’lardan beri çalışılan ve üzerinde çok sayıda araştırma yapılmış olan bir alandır Usinier, 2006 . Ülke imajının ürün değerlendirmeleri ve satın alma niyeti üzerine yaptığı etkilerin açıklanması için pek çok model geliştirilmiştir. Bu modeller tüketici davranışını açıklamada belirli bir dönem için kullanılmış fakat zaman içerisinde eksiklikleri tespit edilerek yeni modeller ortaya atılmıştır. 1980’lerden 2000’lerin başlarına kadar önerilen modeller özellikle tüketici tutumlarının duygusal bileşenini ihmal ettikleri için tenkit edilmiştir Laroche vd., 2005; Wang vd, 2012 . Son dönemde bu eksikliği gidermek için ortaya atılan modeller ise tutum teorisi çerçevesinde şekillendirilmiş ve soruna çözüm üretilmeye çalışılmıştır. Araştırmada ülke imajı etkisini açıklamak üzerine geliştirilen modelleri tarihsel bağlamda inceleyen bir literatür taraması yapılmıştır. Bu çerçevede ilgili modellerin kurgusu ve fonksiyonelliği ele alınmış ve bu modellere getirilen eleştiriler aktarılmıştır. Çalışmada ülke imajı etkisini açıklamada doğru bir araştırma modelinin kullanılmasının yeterli olmayacağı, bu modelde yer alan bileşenleri ölçen ölçeklerin de birbirinden net olarak ayrılması gerektiği ve genel ülke imajı ile ürün-ülke imajı kavramlarının çerçevesinin de araştırmalarda net olarak çizilmesi gerektiği vurgulanarak ülke imajı araştırmalarına ışık tutulmaya çalışılmıştır.Anahtar kelimeler: ülke orijini, ülke imajı, ülke imajı etki modelleri, ürün-ülke imajı, tutum teorisi.Jel Sınıflandırması: L15, M16, M31.

Anahtar Kelimeler

ülke orijini, ülke imajı, ülke imajı etki modelleri, ürün-ülke imajı, tutum teorisi

MADE IN EFFECT CONCEPT AND ITS EXPLANATORY MODELS

Öz

The "made in effect" issue is a field that has been studied since 1960 and attracted a great deal of interest from researchers in the international marketing literature. Many models have been proposed or developed by the researchers in order to explain the effects of the country's image on product evaluations and intent to purchase. These models have been used for a certain period in describing consumer behavior, but new models have been introduced over time by identifying their deficiencies. Lately, these models have been shaped within the framework of attitude theory. In this study, a literature review has been conducted explaining the effect of country image on the basis of historical charts of models developed, and the criticisms brought to these models have been given. It has been tried to set light to the new works by emphasizing that the use of a correct research model in explaining the effect of country image should not be simply enough, also the scales measuring the components of this model should be clearly separated from each other, and the frame of such concepts as general country image, product image and product-country image should be drawn clearly in the works

Anahtar Kelimeler

Country of origin, country image, country image effect models, productcountry image, attitude theory

Kaynakça

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