Marketing Silence in Zombie Firms: A Conceptual Model Proposal on Perceptual Disengagement and Loyalty Erosion

Öz

This study introduces the Marketing Silence Cycle as a conceptual model that explains how the withdrawal of marketing functions in zombie firms leads to perceptual disengagement and, ultimately, erosion of loyalty. The model consists of five interconnected stages: the onset of zombie status, strategic withdrawal from marketing, the dissolution of brand–consumer touchpoints, perceptual disengagement, and the erosion of loyalty. Unlike most studies that define zombie firms only through financial indicators, this article examines the phenomenon from a marketing perspective, showing how reduced communication and visibility accelerate symbolic brand disappearance. In addition to the theoretical discussion, the study also draws on examples from Turkey, highlighting how the persistence of zombie firms reflects broader structural challenges. The paper ultimately proposes an early-warning framework for managers and policymakers, underlining the importance of maintaining brand communication and customer engagement even during times of financial distress.

Anahtar Kelimeler

• Marketing silence
• zombie firms
• brand loyalty
• perceptual disengagement
• brand management

Zombi Şirketlerde Pazarlama Sessizliği: Algısal Kopuş ve Sadakat Erozyonuna Dair Kavramsal Bir Model Önerisi

Öz

Bu çalışma, zombi şirketlerde pazarlama işlevlerinin geri çekilmesiyle ortaya çıkan algısal kopuş sürecini açıklamak amacıyla “Pazarlama Sessizliği Döngüsü” adı verilen kavramsal bir model önermektedir. Model, zombi statüsüne geçiş, pazarlamanın stratejik olarak geri çekilmesi, temas noktalarının çözülmesi, algısal kopuş ve sadakat erozyonu olmak üzere beş aşamadan oluşmaktadır. Çoğu araştırma zombi şirketleri yalnızca finansal göstergeler üzerinden tanımlarken, bu makale pazarlama perspektifinden yaklaşarak iletişim eksikliğinin ve görünürlük kaybının marka değerini ve müşteri bağlılığını nasıl aşındırdığını ortaya koymaktadır. Kuramsal tartışmanın yanı sıra, çalışmada Türkiye’den örneklere de yer verilmiş ve zombi şirketlerin kalıcılığının yapısal sorunlarla nasıl ilişkili olduğu gösterilmiştir. Sonuç olarak makale, yöneticiler ve politika yapıcılar için erken uyarı niteliğinde bir çerçeve sunmakta, kriz koşullarında dahi marka iletişimi ve müşteri etkileşiminin sürdürülmesinin önemini vurgulamaktadır.

Anahtar Kelimeler

• Pazarlama sessizliği
• zombi şirketler
• müşteri sadakati
• algısal kopuş
• marka yönetimi

Etik Beyan

Bu çalışma herhangi bir deneysel uygulama, anket, gözlem ya da insan/katılımcıdan veri toplama gibi etik kurul onayı gerektiren bir süreç içermemektedir. Bu nedenle etik kurul iznine ihtiyaç duyulmamıştır.

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