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MARKA AKTİVİZMİ TİPOLOJİLERİ

Yıl 2023, Cilt: 3 Sayı: 1, 24 - 37, 01.01.2023

Eda Öztürk

Öz

Küresel ve yerel markaların, son yıllarda marka aktivizmini giderek daha fazla benimsediği görülmektedir. Marka aktivizminde, markalar yalnızca sosyal, politik veya çevresel konularda tavır almaz, aynı zamanda bu sorunları çözmek için harekete geçer. Uygulamanın popülaritesine rağmen, aktivist markaların stratejilerinin nasıl farklılaştığı da dahil olmak üzere marka aktivizmi stratejilerinin dinamikleri hakkında araştırılacak pek çok başlık bulunmaktadır. Türkiye'deki marka aktivizmi literatürü göz önüne alındığında, aktivizm üzerine yapılan araştırmaların çoğu, markaların marka aktivizmi kullanımındaki nüansları çok az dikkate alarak homojen bir kategori olarak incelemektedir. Marka aktivizm stratejilerinin çeşitliliği ise literatürde nadiren tartışılmaktadır.
Bu nedenle, aktivizm stratejilerinin özelliklerini incelemek amacıyla literatürde bulunan aktivizm tipolojileri analiz edilmiş ve tartışılmıştır. Çalışmada aynı zamanda marka aktivizmini ve amaç odaklı pazarlama yaklaşımını diğer pazarlama yaklaşımlarından ayıran tanımlayıcı unsurlar irdelenmiştir. Çalışmanın temel amacı akademisyenlere ve pazarlama profesyonellerine aktivist markaların nasıl kavramsallaştırılacağı ve kategorize edileceği konusunda rehberlik sunmak ve aktivist ekosistemlerinin haritasını çıkarmak için bir başlangıç noktası sağlamaktadır. Çalışma aynı zamanda marka aktivizmine dair kültürel boyut ve mesaj stratejileri olmak üzere araştırılmamış konu başlıkları olduğunu da ortaya koymaktadır.

Anahtar Kelimeler

Marka Aktivizmi Tipoloji Marka Aktivizmi Stratejileri Amaç Odaklı Pazarlama.

Kaynakça

  • Batista, J. M., Barros, L. S. G., Peixoto, F. V. & Botelho, D. (2022). Sarcastic or assertive: How should brands reply to consumers’ uncivil comments on social media in the context of brand activism? Journal of Interactive Marketing, 57(1), 141-158.
  • Outdoor giyim devi Patagonia’nin milyar sahibi şirketi çevreci vakıflara devretti. (2022, 15 Eylül). BBC Türkçe. https://www.bbc.com/turkce/articles/cxeg7nzrlgz
  • Benetton. UnHate worldwide campaign. https://www.benettongroup.com/en/media-press/press-releases-and-statements/unhate-worldwide-campaign/
  • Butler, S. (2016, 13 Şubat). Body Shop boss goes back to the rainforest. The Guardian. https://www.theguardian.com/business/2016/feb/13/body-shop-boss-back-to-rainforest-jeremy-schwartz-anita-roddick
  • Caven, J. (2022). Brand purpose, authenticity, and impact measurement. Journal of Brand Strategy, 11(1), 30-42.
  • Crane, A. & Desmond, J. (2002). Societal marketing and morality. European Journal of Marketing, 36(5/6), 548-569. https://doi.org/10.1108/03090560210423014
  • Çetinkaya, A. & Dondurucu, Z. B. (2022). Twitter’da otantik marka aktivizmi faaliyetlerinin halkla ilişkiler perspektifinden analizi: Ben&Jerry’s ve Patagonia örneği. Türkiye İletişim Araştırmaları Dergisi, 39, 73-103.
  • Edelman. (2022). Edelman trust barometer. https://www.edelman.com/sites/g/files/aatuss191/files/2022-01/2022%20Edelman%20Trust%20Barometer%20FINAL_Jan25.pdf
  • Edelman. (2021). Edelman trust barometer. https://www.edelman.com/sites/g/files/aatuss191/files/2021-03/2021%20Edelman%20Trust%20Barometer.pdf
  • Edelman. (2021). Edelman trust barometer: Trust the new brand equity. https://www.edelman.com/sites/g/files/aatuss191/files/2021-07/2021_Edelman_Trust%20Barometer_Specl_Report%20Trust_The_New_Brand_Equity_1.pdf
  • Evans, R. (2018, 13 Haziran). Cosmetics chain Lush resumes undercover police poster campaign. The Guardian. https://www.theguardian.com/uk-news/2018/jun/13/cosmetics-chain-lush-resumes-undercover-police-poster-campaign
  • Friedman, F. (1970, 13 Eylül). A Friednzan doctrine. The New York Times. https://www.nytimes.com/1970/09/13/archives/a-friedman-doctrine-the-social-responsibility-of-business-is-to.html
  • Grant, J. (2020). Greener marketing. Wiley.
  • Haid, P. (2021, 7-8 Nisan). The path to purpose: How companies can effectively navigate the journey. Türkiye Araştırmacılar Derneği 24. Araştırma Zirvesi.
  • Hsu, J. (2017). Selling products by selling brand purpose. Journal of Brand Strategy, 5(4), 373-394. Gopinath, M., Massa, J. & Zhou, M. (2021, 26 Ocak). Brand purpose through the lens of personal values [Webinar]. IPSOS. https://www.ipsos.com/en/webinar-brand-purpose-through-lens-personal-values
  • Kemp-Robertson, P. (2021, 18 Mart). How marketing can address the consumption conundrum? [Webinar]. Dünya Reklamverenler Federasyonu Build Back Better. https://wfanet.org/knowledge/item/2021/03/24/BuildBackBetter-Can-marketing-be-a-positive-force-for-change-in-a-post-COVID-world
  • Korschun, D. (2021). Brand activism is here to stay: Here’s why. NIM Marketing Intelligence Review, 13(2), 10-17. https://doi.org/10.2478/nimmir-2021-0011
  • Kotler, P. & Sarkar, C. (2017). Finally brand activism. The Marketing Journal. https://www.marketingjournal.org/finally-brand-activism-philip-kotler-and-christian-sarkar/
  • Kotler, P. & Sarkar, C. (2021). Brand activism: From purpose to action. Idea Bite Press.
  • Kramer, M. (2017). Brand purpose: Navigational code of growth. Journal of Brand Strategy, 6(1), 46-54.
  • Kuehn, K. M. (2017). Brand local: Consumer evaluations as commodity activism on Yelp.com. Journal of Consumer Culture, 18(2), 205-224. https://www.doi.org/10.1177/1469540515586866 Kullnig, C., Obermüller, A. & Aichhorn, K. (2020). Improving campaign performance using purpose marketing: Case study of run for the oceans. Journal of Brand Strategy, 9(1), 7-17.
  • Lush. (2022). Create a cosmetic revolution. https://weare.lush.com/create-a-cosmetic-revolution-to-save-the-planet/
  • Manfredi-Sánchez, J. L. (2019). Brand activism. Communication and Society, 32(4), 343-359. https://www.doi.org/10.15581/003.32.4.343-359
  • Mayer, C. & Roche, B. (2021). Putting purpose into practice: The economics of mutuality. Oxford Univesity Press.
  • McKinsey. (2019). Corporate Purpose Survey 2019. https://www.mckinsey.com/business-functions/organization/our-insights/purpose-not-platitudes-a-personal-challenge-for-top-executives
  • Mukherjee, S. & Althuizen, N. (2020). Brand activism: Does courting controversy help or hurt a brand? International Journal of Research in Marketing, 37(4), 772-788.
  • Novo Nordisk. Who we are. https://www.novonordisk.com.tr/about/who-we-are.html
  • Oppenheim, M. (2018, 1 Haziran). Lush sparks heavy criticism for attacking police with window display. The Independent. https://www.independent.co.uk/news/uk/home-news/lush-police-attack-window-display-undercover-officers-greenpeace-a8379366.html
  • Öymen, G. & Kocabay Şener, N. (2022). Spor markaları ne kadar aktivist? Spor markalarının kullandığı marka aktivizmi çeşitlerinin değerlendirilmesi. Global Media Journal TR Edition, 12(24), 220-247.
  • Patagonia. Let’s find a better way. https://www.patagonia.com/black-friday.html
  • Piketty, T. (2015). 21. Yüzyılda kapital. Türkiye İş Bankası Kültür Yayınları.
  • Pöyry, E. & Laaksonen, S.-M. (2022). Opposing brand activism: triggers and strategies of consumers’ anti-brand actions. European Journal of Marketing, 56(13), 261-284. https://doi.org/10.1108/EJM-12-2020-0901
  • Price, E. (2018, 30 Ocak). Ben & Jerry’s goes after Donald Trump with its latest ice cream. Fortune. https://fortune.com/2018/10/30/ben-jerrys-criticizes-trump-ice-cream/
  • Serafeim, G. (2022, 24 Mayıs). Purpose and profit [Webinar]. Harvard Business Review Türkiye Sürdürülebilirlik Zirvesi. https://webinar.hbrturkiye.com/record/surdurulebilirlik-zirvesi-2022?lang=tr
  • Shetty, S., Venkataramaiah, N. B. & Anand, K. (2019). Brand activism and millennials: An empirical investigation into the perception of millennials towards brand activism. Problems and Perspectives in Management, 17(4), 163-175. http://dx.doi.org/10.21511/ppm.17(4).2019.14
  • Sibai, O., Mimoun, L. & Boukis, A. (2021). Authenticating brand activism: Negotiating the boundaries of free speech to make a change. Psychology and Marketing, 38(10), 1651-1669. https://www.doi.org/10.1002/mar.21477
  • Sinek, S. (2009). How great leaders inspire action [Video]. TED Conferences. https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action/transcript
  • Tony’s Chocolonely. (2022, 20 Ocak). Putting our money where our cocoa is. https://tonyschocolonely.com/int/en/our-story/news/cocoa-farmers-cost-of-living-crisis-cocoa-price
  • Unilever. (2019). Brands with purpose grow and here’s the proof. https://www.unilever.com/news/news-search/2019/brands-with-purpose-grow-and-here-is-the-proof/
  • Wannow, S. & Haupt, M. (2022). When brands take a stand. Marketing Review St. Gallen, 2, 44-51.
  • White, C. (2022, 27 Nisan). Sürdürülebilirlik ve davranışsal ekonomi [Webinar]. Sürdürülebilirlik Zirvesi: Değer Odaklı Yaklaşım. https://bit.ly/3WsOoXp

BRAND ACTIVISM TYPOLOGIES

Yıl 2023, Cilt: 3 Sayı: 1, 24 - 37, 01.01.2023

Eda Öztürk

Öz

Anahtar Kelimeler

Marka Aktivizmi Tipoloji Marka Aktivizmi Stratejileri Amaç Odaklı Pazarlama.

Kaynakça

  • Batista, J. M., Barros, L. S. G., Peixoto, F. V. & Botelho, D. (2022). Sarcastic or assertive: How should brands reply to consumers’ uncivil comments on social media in the context of brand activism? Journal of Interactive Marketing, 57(1), 141-158.
  • Outdoor giyim devi Patagonia’nin milyar sahibi şirketi çevreci vakıflara devretti. (2022, 15 Eylül). BBC Türkçe. https://www.bbc.com/turkce/articles/cxeg7nzrlgz
  • Benetton. UnHate worldwide campaign. https://www.benettongroup.com/en/media-press/press-releases-and-statements/unhate-worldwide-campaign/
  • Butler, S. (2016, 13 Şubat). Body Shop boss goes back to the rainforest. The Guardian. https://www.theguardian.com/business/2016/feb/13/body-shop-boss-back-to-rainforest-jeremy-schwartz-anita-roddick
  • Caven, J. (2022). Brand purpose, authenticity, and impact measurement. Journal of Brand Strategy, 11(1), 30-42.
  • Crane, A. & Desmond, J. (2002). Societal marketing and morality. European Journal of Marketing, 36(5/6), 548-569. https://doi.org/10.1108/03090560210423014
  • Çetinkaya, A. & Dondurucu, Z. B. (2022). Twitter’da otantik marka aktivizmi faaliyetlerinin halkla ilişkiler perspektifinden analizi: Ben&Jerry’s ve Patagonia örneği. Türkiye İletişim Araştırmaları Dergisi, 39, 73-103.
  • Edelman. (2022). Edelman trust barometer. https://www.edelman.com/sites/g/files/aatuss191/files/2022-01/2022%20Edelman%20Trust%20Barometer%20FINAL_Jan25.pdf
  • Edelman. (2021). Edelman trust barometer. https://www.edelman.com/sites/g/files/aatuss191/files/2021-03/2021%20Edelman%20Trust%20Barometer.pdf
  • Edelman. (2021). Edelman trust barometer: Trust the new brand equity. https://www.edelman.com/sites/g/files/aatuss191/files/2021-07/2021_Edelman_Trust%20Barometer_Specl_Report%20Trust_The_New_Brand_Equity_1.pdf
  • Evans, R. (2018, 13 Haziran). Cosmetics chain Lush resumes undercover police poster campaign. The Guardian. https://www.theguardian.com/uk-news/2018/jun/13/cosmetics-chain-lush-resumes-undercover-police-poster-campaign
  • Friedman, F. (1970, 13 Eylül). A Friednzan doctrine. The New York Times. https://www.nytimes.com/1970/09/13/archives/a-friedman-doctrine-the-social-responsibility-of-business-is-to.html
  • Grant, J. (2020). Greener marketing. Wiley.
  • Haid, P. (2021, 7-8 Nisan). The path to purpose: How companies can effectively navigate the journey. Türkiye Araştırmacılar Derneği 24. Araştırma Zirvesi.
  • Hsu, J. (2017). Selling products by selling brand purpose. Journal of Brand Strategy, 5(4), 373-394. Gopinath, M., Massa, J. & Zhou, M. (2021, 26 Ocak). Brand purpose through the lens of personal values [Webinar]. IPSOS. https://www.ipsos.com/en/webinar-brand-purpose-through-lens-personal-values
  • Kemp-Robertson, P. (2021, 18 Mart). How marketing can address the consumption conundrum? [Webinar]. Dünya Reklamverenler Federasyonu Build Back Better. https://wfanet.org/knowledge/item/2021/03/24/BuildBackBetter-Can-marketing-be-a-positive-force-for-change-in-a-post-COVID-world
  • Korschun, D. (2021). Brand activism is here to stay: Here’s why. NIM Marketing Intelligence Review, 13(2), 10-17. https://doi.org/10.2478/nimmir-2021-0011
  • Kotler, P. & Sarkar, C. (2017). Finally brand activism. The Marketing Journal. https://www.marketingjournal.org/finally-brand-activism-philip-kotler-and-christian-sarkar/
  • Kotler, P. & Sarkar, C. (2021). Brand activism: From purpose to action. Idea Bite Press.
  • Kramer, M. (2017). Brand purpose: Navigational code of growth. Journal of Brand Strategy, 6(1), 46-54.
  • Kuehn, K. M. (2017). Brand local: Consumer evaluations as commodity activism on Yelp.com. Journal of Consumer Culture, 18(2), 205-224. https://www.doi.org/10.1177/1469540515586866 Kullnig, C., Obermüller, A. & Aichhorn, K. (2020). Improving campaign performance using purpose marketing: Case study of run for the oceans. Journal of Brand Strategy, 9(1), 7-17.
  • Lush. (2022). Create a cosmetic revolution. https://weare.lush.com/create-a-cosmetic-revolution-to-save-the-planet/
  • Manfredi-Sánchez, J. L. (2019). Brand activism. Communication and Society, 32(4), 343-359. https://www.doi.org/10.15581/003.32.4.343-359
  • Mayer, C. & Roche, B. (2021). Putting purpose into practice: The economics of mutuality. Oxford Univesity Press.
  • McKinsey. (2019). Corporate Purpose Survey 2019. https://www.mckinsey.com/business-functions/organization/our-insights/purpose-not-platitudes-a-personal-challenge-for-top-executives
  • Mukherjee, S. & Althuizen, N. (2020). Brand activism: Does courting controversy help or hurt a brand? International Journal of Research in Marketing, 37(4), 772-788.
  • Novo Nordisk. Who we are. https://www.novonordisk.com.tr/about/who-we-are.html
  • Oppenheim, M. (2018, 1 Haziran). Lush sparks heavy criticism for attacking police with window display. The Independent. https://www.independent.co.uk/news/uk/home-news/lush-police-attack-window-display-undercover-officers-greenpeace-a8379366.html
  • Öymen, G. & Kocabay Şener, N. (2022). Spor markaları ne kadar aktivist? Spor markalarının kullandığı marka aktivizmi çeşitlerinin değerlendirilmesi. Global Media Journal TR Edition, 12(24), 220-247.
  • Patagonia. Let’s find a better way. https://www.patagonia.com/black-friday.html
  • Piketty, T. (2015). 21. Yüzyılda kapital. Türkiye İş Bankası Kültür Yayınları.
  • Pöyry, E. & Laaksonen, S.-M. (2022). Opposing brand activism: triggers and strategies of consumers’ anti-brand actions. European Journal of Marketing, 56(13), 261-284. https://doi.org/10.1108/EJM-12-2020-0901
  • Price, E. (2018, 30 Ocak). Ben & Jerry’s goes after Donald Trump with its latest ice cream. Fortune. https://fortune.com/2018/10/30/ben-jerrys-criticizes-trump-ice-cream/
  • Serafeim, G. (2022, 24 Mayıs). Purpose and profit [Webinar]. Harvard Business Review Türkiye Sürdürülebilirlik Zirvesi. https://webinar.hbrturkiye.com/record/surdurulebilirlik-zirvesi-2022?lang=tr
  • Shetty, S., Venkataramaiah, N. B. & Anand, K. (2019). Brand activism and millennials: An empirical investigation into the perception of millennials towards brand activism. Problems and Perspectives in Management, 17(4), 163-175. http://dx.doi.org/10.21511/ppm.17(4).2019.14
  • Sibai, O., Mimoun, L. & Boukis, A. (2021). Authenticating brand activism: Negotiating the boundaries of free speech to make a change. Psychology and Marketing, 38(10), 1651-1669. https://www.doi.org/10.1002/mar.21477
  • Sinek, S. (2009). How great leaders inspire action [Video]. TED Conferences. https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action/transcript
  • Tony’s Chocolonely. (2022, 20 Ocak). Putting our money where our cocoa is. https://tonyschocolonely.com/int/en/our-story/news/cocoa-farmers-cost-of-living-crisis-cocoa-price
  • Unilever. (2019). Brands with purpose grow and here’s the proof. https://www.unilever.com/news/news-search/2019/brands-with-purpose-grow-and-here-is-the-proof/
  • Wannow, S. & Haupt, M. (2022). When brands take a stand. Marketing Review St. Gallen, 2, 44-51.
  • White, C. (2022, 27 Nisan). Sürdürülebilirlik ve davranışsal ekonomi [Webinar]. Sürdürülebilirlik Zirvesi: Değer Odaklı Yaklaşım. https://bit.ly/3WsOoXp
Toplam 41 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İletişim ve Medya Çalışmaları
Bölüm Araştırma Makaleleri
Yazarlar

Eda Öztürk 0000-0002-6771-824X

Yayımlanma Tarihi 1 Ocak 2023
Gönderilme Tarihi 30 Kasım 2022
Yayımlandığı Sayı Yıl 2023 Cilt: 3 Sayı: 1

Kaynak Göster

APA Öztürk, E. (2023). MARKA AKTİVİZMİ TİPOLOJİLERİ. İletişim Bilimi Araştırmaları Dergisi, 3(1), 24-37.
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