Siyaset Markalamasının Türkiye’deki Örnekleri Üzerine Bir Araştırma

Yıl 2023, , 89 - 101, 29.10.2023

Sibel Orhan

https://doi.org/10.25204/iktisad.1222254

Öz

Bu çalışma, uluslararası literatürdeki siyaset markalaşması çalışmalarının gelişimi doğrultusunda, yerli literatürde gerçekleştirilmiş çalışmaların detaylı analizine odaklanmaktadır. Çalışmada, PRISMA protokolü kullanılmış olup protokolün son adımında tematik analiz gerçekleştirilmiştir. Verilerin incelenmesi sonucunda siyasette markalaşma çalışmalarında, siyasi parti markaları üzerindeki analizlerin genellikle liderler veya siyasetçilerin marka kavramlarıyla ilişkilendirilerek gerçekleştirildiği bulunmuştur. Mevcut çalışmaların siyasi marka kişiliği, siyasi marka imajı gibi kavramları kullansa da diğer markalama kavramlarını sınırlı kullandığı belirlenmiştir. Ayrıca, verilere bakıldığında nicel çalışmaların çoğunlukta olduğu görülmüştür. Siyasi markaları derinlemesine anlamak için nitel çalışmaların yapılması gerektiği analiz sonucunda ortaya çıkmıştır. Yapılan araştırma kapsamında siyaset markalaşması alanının geliştirilmeye açık yeni bir alan olduğu ve markalaşma kavramlarının siyasi ürünlerin markalaşmasında kullanılabileceği bulunmuştur.

Anahtar Kelimeler

siyaset pazarlaması, siyasi marka, siyaset markalaması, markalama

A Research on the Examples of Political Branding in Türkiye

Öz

This study focuses on the detailed analysis of domestic studies conducted in line with the development of political branding studies in international literature. In this study, the PRISMA protocol was used, and thematic analysis was conducted in the final step of the protocol. Through the examination of the data, it was found that in branding studies in politics, analyses of political party brands are often conducted in association with the concepts of leaders or politicians. Although existing studies use concepts such as political brand personality and political brand image, it was determined that they use other branding concepts to a limited extent. Furthermore, when looking at the data, it was observed that quantitative studies are predominant. Within the scope of the research, it was concluded that political branding is a developing field, and branding concepts can be used in the branding of political products.

Anahtar Kelimeler

Siyaset markalama, siyaset pazarlaması, siyasi marka, markalama Abstract, polilitical marketing

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