MARKA MENŞEİ TANIMA DOĞRULUĞU KAVRAMI VE MISIR PAZARINDAKI TÜRK MARKALARI ÜZERİNE BİR ARAŞTIRMA

Öz

Yüksek katma değerli ve markalı ürünlerin ihracatı, ülkelerin ekonomileri için hayati öneme sahiptir. Markaların, yer aldıkları pazarlardaki bilinirliklerini ve menşei algılarını ölçmek, mikro düzeyde işletmelerin, makro düzeyde ise dünyanın ülke markasına dair algılarının yönetilebilmesi için, büyük önem taşımaktadır. Marka literatüründe ve pazarlama uygulamalarındaki yeri ve öneminden ötürü Marka Menşei kavramı araştırılmış; Mısır'da yaşayan 840 Mısırlı tüketiciye, ülkede faaliyet gösteren 12 Türk, 5 global markanın menşei testi yapılmıştır. Orijini en yüksek oranda doğru bilinen ilk 3 marka, Türk markaları olmuştur.

Anahtar Kelimeler

• Marka orijini,ülke menşei,Türk markaları,Mısır pazarı

BRAND ORIGIN RECOGNITION ACCURACY AND A RESEARCH FOR TURKISH BRANDS IN THE EGYPT MARKET

Öz

Exports of high value-added and branded products and services are vital for the economies of all countries. Measuring brand awareness and the perception of brand origin in the markets where brands operate is of great importance to both countries and enterprises to flourish perceived country brand. The concept of Brand Origin, an essential part of the branding literature and marketing practices, has been tested. 840 Egyptian consumers were asked about the origin of twelve Turkish and five global brands. Turkish brands are listed as the first three brands whose origin is accurately known to the highest.

Anahtar Kelimeler

• Brand origin,country-of-origin,Turkish brands,Egypt market

Kaynakça

1. Aaker, J. L. (1997), “Dimensions of brand personality”, Journal of Marketing Research, 34(3), 347-356. Abdellah-Kilani, F., & Zorai, R. (2019), “Brand Origin Recall Accuracy (BORECA): a new measure of brand origin salience”, International Marketing Review, 36(3), 464-482.
2. Aktan, M., & Chao, P. W. (2016), “Impact of Country Personality on Attitude Toward Foreign Products : Self-congruity as a Mediator”, Atlantic Marketing Journal, 5(1), 155-171 Balabanis, G. and Diamantopoulos, A. (2008), “Brand origin identification by consumers: a classification perspective”, Journal of International Marketing, 16(1), 39-71. Balabanis, G. and Diamantopoulos, A. (2011), “Gains and losses from the misperception of brand origin: the role of brand strength and country-of-origin image”, Journal of International Marketing, 19(2), 95-116. Batra, R., Lehmann, D. R., & Singh, D. (1993), “The brand personality component of brand goodwill: some antecedents and consequences”, Brand Equity and Advertising, 83-96. d'Astous, A., & Boujbel, L. (2007), “Positioning countries on personality dimensions: Scale development and implications for country marketing” Journal of Business Research, 60(3), 231- 239. Farrell, D., Gersch, U. A., & Stephenson, E. (2006), “The value of China's emerging middle class”, McKinsey Quarterly, 2(I), 60.
3. Garrett, T.C., Lee, S. and Chu, K. (2017), “A store brand’s country-of-origin or store image: what matters to consumers?”, International Marketing Review, 34(2), 272-292.
4. Herz, M.F. and Diamantopoulos, A. (2017), “I use it but will tell you that I don’t: consumers’ country-of-origin cue usage denial”, Journal of International Marketing, 25(2), 52-71
5. Kotler, P., & Gertner, D. (2002), “Country as brand, product, and beyond: A place marketing and brand management perspective”, Journal of brand management, 9(4), 249-261.17
6. Kotler, P., Jatusripitak, S., & Maesincee, S. (2005), “Ulusların Pazarlanması (Ulusal Refahı Oluşturmada Stratejik Bir Yaklaşım), Çeviren: Ahmet Buğdaycı, Türkiye İş Bankası Kültür Yayınları, İstanbul.
7. Lu Wang, C., & Xiong Chen, Z. (2004), “Consumer ethnocentrism and willingness to buy domestic products in a developing country setting: testing moderating effects”, Journal of Consumer Marketing, 21(6), 391-400.
8. Magnusson, P., Westjohn, S.A. and Zdravkovic, S. (2011), “What? I thought Samsung was Japanese’: accurate or not, perceived country of origin matters”, International Marketing Review, 28 (5), 454-472.

9. Majid, K. (2017), “Drawing negative inferences from a positive country-of-origin image: consumers’ use of COI and price levels to assess counterfeit drugs”, International Marketing Review, 34 (2), 293-310.
10. Martin, O.M. and Cerviño, J. (2011), “Towards an integrative framework of brand country of origin recognition determinants: a cross-classified hierarchical model”, International Marketing Review, 28 (6), 530-558.
11. Paswan, A.K. and Sharma, D. (2004), “Brand-country of origin (COO) knowledge and COO image: investigation in an emerging franchise market”, Journal of Product & Brand Management, 13 (3), 144-155.
12. Pharr, J.M. (2005), “Synthesizing country-of-origin research from last decade: is the concept still salient in an era of global brands?”, Journal of Marketing Theory and Practice, 13 (4), 34-45.
13. Rojas-Méndez, J. I., Murphy, S. A., & Papadopoulos, N. (2013). The US brand personality: A Sino perspective. Journal of Business Research, 66(8), 1028-1034.
14. Samiee, S., Shimp, T.A. and Sharma, S. (2005), “Brand origin recognition accuracy: its antecedents and consumers’ cognitive limitations”, Journal of International Business Studies, 36 (4), 379-397.
15. Samiee, S. (2011), “Resolving the impasse regarding research on the origins of products and brands”, International Marketing Review, 28 (5), 473-485.
16. Sharma, P. (2011), “Country of origin effects in developed and emerging markets: exploring the contrasting roles of materialism and value consciousness”, Journal of International Business Studies, 42 (2), 285-306.
17. Thakor, M.V., Kohli, C.S. (1996), “Brand origin: conceptualization and review”, Journal of Consumer Marketing, 13 (3), 27-42.18
18. Thakor, M.V., Lavack A.M. (2003), “Effect of perceived brand origin associations on consumer perceptions of quality”, Journal of Product & Brand Management, 12 (6), 394-407.
19. Usunier, J. C. (2006), “Relevance in business research: the case of country‐of‐origin research in marketing”, European Management Review, 3 (1), 60-73.
20. Usunier, J.C. (2011), “The shift from manufacturing to brand origin: suggestions for improving COO relevance”, International Marketing Review, 28 (5), 486-496.
21. Wang, C. K., & Lamb, C. W. (1983). “The impact of selected environmental forces upon consumers' willingness to buy foreign products”, Journal of the Academy of marketing Science, 11(1-2), 71-84.
22. Zhuang, G., Wang, X., Zhou, L. and Zhou, N. (2008), “Asymmetric effects of brand origin confusion: evidence from the emerging market of China”, International Marketing Review, 25 (4), 441-457.
23. İnternet Kaynakları
24. (2019) AEI Beyond 2030: Economic Growth in the Middle East and North Africa: https://www.aei.org/publication/beyond-2030-economic-growth-in-the-middle-east-and- north-africa/ adresinden alındı
25. (2017). Ahram: http://english.ahram.org.eg/NewsContent/1/64/281848/Egypt/Politics-/A-young- nation--of-Egypts-population-are-under-.aspx adresinden alındı
26. (2018). Aljazeera: https://www.aljazeera.com/news/2018/03/mbc-removes-turkish-tv-drama- broadcast-180305105648251.html adresinden alındı
27. (2019). Beko PLC: https://www.bekoplc.com/news/uk-number-1-large-home-appliance-brand/ adresinden alındı
28. (2019). Capital: https://www.capital.com.tr/sirket-panosu/sirket-panosu-haberleri/3-kenyali- bebekten-1i-molfix-giyecek adresinden alındı
29. (2018). Dünya: https://www.dunya.com/kose-yazisi/turkler-gelecek-yil-misirda-endustri-bolgesi- kuracak/420530 adresinden alındı
30. (2018). Egypt Independent: https://ww.egyptindependent.com/egyptian-government-to-count- number-of-expatriates/ adresinden alındı
31. (2018). Egypt Today: https://www.egypttoday.com/Article/3/50919/Analysis-What-are- Egyptians-using-the-internet-for adresinden alındı19
32. (2017). Ekonomist. https://www.ekonomist.com.tr/arastirmalar/misir-ile-ticaret-sessiz-sedasiz- buyuyor.html adresinden alındı
33. (2019). Evrensel Gazetesi: https://www.evrensel.net/haber/380159/turkiye-ile-misir-arasindaki- ticarette-rekor adresinden alındı
34. (2012). Financial Times: https://www.ft.com/content/7585c3ee-3980-11e2-85d3-00144feabdc0 adresinden alındı
35. (2018). Hoot Suite: https://hootsuite.com/resources/digital-in-2018-emea adresinden alındı
36. (2019). Hurriyet Daily: http://www.hurriyetdailynews.com/ban-on-turkish-dramas-in-the-gulf- backfires-researcher-140606 adresinden alındı
37. (2019). IKEA: https://www.ikea.com/jp/en/about_ikea/newsitem/20180128_Ingvar_Kamprad adresinden alındı
38. (2019. Kültür Bakanlığı: http://www.kultur.gov.tr/Eklenti/63273,border-statistics- 2018xlsx.xlsx?0 adresinden alındı
39. (2019). LCWaikiki: http://corporate.lcwaikiki.com/magazalar adresinden alındı
40. (2019). MFA: http://www.mfa.gov.tr/-misir-ekonomisi.tr.mfa adresinden alındı
41. (2019). MFA: http://www.mfa.gov.tr/turkiye-misir_siyasi-iliskileri-.tr.mfa adresinden alındı
42. (2019). Perakende.org: https://www.perakende.org/hayat-kimya-kenya-pazarinda-da-liderlik- hedefliyor-1342812761h.html adresinden alındı
43. (2019). Perakende.org: https://www.perakende.org/defacto-fas-bolgesinin-moda-oncusu-olmaya- aday-1342813202h.html adresinden alındı
44. (2019). Popcouncil: https://www.popcouncil.org/research/survey-of-young-people-in-egypt adresinden alındı
45. (2019). Sabah: https://www.sabah.com.tr/yazarlar/kerem-alkin/2019/05/01/hedef-kg-basina-2- dolar adresinden alındı
46. (2018). The Arab Weekly: https://thearabweekly.com/egypt-calls-grow-boycott-turkish-goods adresinden alındı
47. (2018). The Conversation: http://theconversation.com/how-ikeas-founder-exported-a-certain- image-of-sweden-from-frugality-to-fika-91017 adresinden alındı
48. (2019). TİM İhracat 2019 Raporu: https://www.tim.org.tr/files/downloads/sunumlar/Y%C3%B6nlendirme%20Sunumlar%C20
49. 4%B1/Karisik/Yeni%20Vizyon%20Yeni%20Yol%20Haritas%C4%B1%20%C4%B0hrac at%202019%20Raporu.pdf adresinden alındı
50. (2018). TİM Mısır Ülke Bilgi Notu: İstanbul: Türkiye İhracatçılar Meclisi. http://www.tim.org.tr/files/downloads/ihracat/Ulke_Masalari/ulke_bilgi_notu/Misir_Bilgi _Notu.pdf adresinden alındı
51. (2019). TOBB: https://tobb.org.tr/Sayfalar/Detay.php?rid=22620&lst=MansetListesi adresinden alındı
52. (2019). The World Fact: https://www.cia.gov/library/publications/the-world- factbook/geos/eg.html adresinden alındı
53. (2019) Worldometers: https://www.worldometers.info/world-population/egypt-population/ adresinden alındı