KOBİ'lerde Kurumsal Markalama: Kavramlar ve Engeller

Serap Sarp; Selcuk Uygur

doi:10.54733/smar.1361588

TR EN

KOBİ'lerde Kurumsal Markalama: Kavramlar ve Engeller

Öz

Bu araştırmada KOBİ’lerin kurumsal marka kavramını nasıl tanımlandığı, kurumsal marka sahibi olmalarının önündeki engeller ve KOBİ’lerde marka anlayışı keşfedilmeye çalışılmıştır. Kurumsal marka sahibi olmanın işletmeler için rekabet avantajı sağladığı ve birçok pazar avantajını beraberinde getirdiği literatürde vurgulanmıştır. Ancak, literatürdeki kurumsal marka araştırmalarının büyük işletmelere odaklandığı ve KOBİ'leri göz ardı ettiği görülmüştür. KOBİ'lerin dünya genelinde önemli bir ekonomik rol oynadığı göz önüne alındığında kurumsal marka oluşturmanın onlar için de uzun vadede faydalar saylayacağı öngörüldü. Bu nedenle, bu çalışmanın amacı KOBİ'lerin kurumsal marka oluşturmasını daha iyi anlamak ve literatürdeki bu boşluğu doldurmaktır. Araştırmadan elde edilen bulgulara göre KOBİ'lerde kurumsal markayı tanımlama ve geliştirmede işletme sahipleri ve yöneticilerinin rolünün büyük olduğunu ve bu kişilerin karakterinin kurumsal kültür ve kurumsal kimliği üzerinde etkili olduğunu ortaya çıkmıştır. Çalışma Türkiye'nin Kayseri şehrinde farklı sektörlerden 15 KOBİ sahibi veya yöneticisi ile yarı yapılandırılmış mülakatlar kullanarak gerçekleştirilmiştir. Veriler tematik analiz yöntemi ile incelenmiş ve beş ana tema belirlenmiştir: kurumsal marka kavramı, girişimci markası, ürün/hizmet markası, kurumsal marka sahibi olmanın önündeki engeller ve başarı. Sonuç olarak, bu araştırma KOBİ'lerin kurumsal marka oluşturmasının önemini ve işletme sahipleri/yöneticilerinin bu süreçteki kilit rolünü vurgulamaktadır. Bu çalışmanın KOBİ'ler için kurumsal marka oluşturma sürecini daha iyi anlamak ve geliştirmek isteyen işletmelere rehberlik edebileceği düşünülmektedir.

Anahtar Kelimeler

kurumsal marka, KOBİ’ler, KOBİ performansı, marka yönetimi

Proje Numarası

3480-LR-Aug/2016- 3683-3

Corporate Branding in SMEs: Concepts and Challenges

Öz

This research aims to explore how SMEs define the concept of corporate branding, identify the barriers to becoming corporate brand owners, and understand branding within the SME context. The literature emphasizes the importance of having a corporate brand, as it provides businesses with a competitive advantage. However, it is noted that corporate branding research in the literature has predominantly focused on large enterprises, neglecting SMEs. Considering the significant global economic role played by SMEs, it is anticipated that corporate branding can yield long-term benefits for them. Hence, the purpose of this study is to gain a better understanding of corporate branding in SMEs and bridge this gap in the literature. The findings of the research reveal that SME owners and managers play a substantial role in defining and developing corporate branding within SMEs. It is evident that the character of these individuals significantly influences corporate culture and identity. The study was conducted through semi-structured interviews with 15 SME owners or managers from various sectors in Kayseri, Turkey. Data were analyzed using the thematic analysis method, resulting in five main themes: the concept of corporate branding, the entrepreneurial brand, product/service branding, barriers to becoming a corporate brand owner, and success. In conclusion, this research highlights the importance of SMEs in establishing corporate branding and underscores the pivotal role of business owners/managers in this process. It is believed that this study can provide guidance to businesses seeking to better comprehend and enhance the process of corporate branding for SMEs.

Anahtar Kelimeler

corporate brand, SME, SME performance, brand management

Destekleyen Kurum

Brunel University London

Proje Numarası

3480-LR-Aug/2016- 3683-3

Etik Beyan

I affirm that all information presented in this thesis adheres to academic rules and ethical standards, with approval from Brunel University London's Research Ethics Committee.

Teşekkür

I am profoundly grateful to Professor Mustafa Ozbilgin for his outstanding support.

Kaynakça

Abratt, R., & Kleyn, N. (2012). Corporate identity, corporate branding and corporate reputations. European Journal of Marketing, 46(7/8), 1048-1063. https://doi.org/10.1108/03090561211230197
Agostini, L., Filippini, R., & Nosella, A. (2015). Brand-building efforts and their association with SME sales performance. Journal of Small Business Management, 53(S1), 161-173. https://doi.org/10.1111/jsbm.12185
Balmer, J. M. T., & Gray, E. R. (2003). Corporate brands: What are they? What of them?. European Journal of Marketing, 37(7/8), 972-997. https://doi.org/10.1108/03090560310477627
Balmer, J. M. T. (2012). Corporate brand management imperatives: Custodianship, credibility, and calibration. California Management Review, 54(3), 6-33. https://doi.org/10.1525/cmr.2012.54.3.6
Balmer, J. M. T. (2013). Corporate brand orientation: What is it? What of it?. Journal of Brand Management, 20(9), 723-741. https://doi.org/10.1057/bm.2013.15
Berthon, P., Ewing, M. T., & Napoli, J. (2008). Brand management in small to medium-sized enterprises*. Journal of Small Business Management, 46(1), 27-45. https://doi.org/10.1111/j.1540-627x.2007.00229.x
Biraghi, S., & Gambetti, R. C. (2015). Corporate branding: Where are we? A systematic communication-based inquiry. Journal of Marketing Communications, 21(4), 260-283. https://doi.org/10.1080/13527266.2013.768535
Boyle, E. (2003). A study of entrepreneurial brand building in the manufacturing sector in the UK. Journal of Product & Brand Management, 12(2), 79-93. https://doi.org/10.1108/10610420310469779
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101. https://doi.org/10.1191/1478088706qp063oa
Brexendorf, T. O., & Keller, K. L. (2017). Leveraging the corporate brand. European Journal of Marketing, 51(9/10), 1530-1551. https://doi.org/10.1108/ejm-07-2017-0445

Burns, P. (2010). Entrepreneurship and small business: Start-up, growth and maturity. Palgrave Macmillan.
Carson, D., Cromie, S., McGowan, P., & Hill, J. (1995). Marketing and entrepreneurship in SMEs: An innovative approach. Pearson Education.
Centeno, E., Hart, S., & Dinnie, K. (2013). The five phases of SME brand-building. Journal of Brand Management, 20(6), 445-457. https://doi.org/10.1057/bm.2012.49
Coleman, J. S. (1958). Snowball sampling: Problems and techniques of chain referral sampling. Human Organization, 17(4), 28-36.
Corbin, J., & Strauss, A. (2015). Basics of qualitative research. SAGE.
Davies, G., Chun. R, Da Silva, R., & Roper, S. (2003). Corporate reputation and competitiveness. Routledge.
de Chernatony, L. (1999). Brand management through narrowing the gap between brand identity and brand reputation. Journal of Marketing Management, 15(1-3), 157-179. https://doi.org/10.1362/026725799784870432
Einwiller, S., & Will, M. (2002). Towards an integrated approach to corporate branding – an empirical study. Corporate Communications: An International Journal, 7(2), 100-109. https://doi.org/10.1108/13563280210426160
Fetscherin, M. (2015). The CEO branding mix. Journal of Business Strategy, 36(6), 22-28. https://doi.org/10.1108/jbs-01-2015-0004
Fombrun, C. J. (1996). Reputation: Realizing value from the corporate image. Harvard Business School Press.
Foster, C., Punjaisri, K., & Cheng, R. (2010). Exploring the relationship between corporate, internal and employer branding. Journal of Product & Brand Management, 19(6), 401-409. https://doi.org/10.1108/10610421011085712
Gabrielli, V., & Balboni, B. (2010). SME practice towards integrated marketing communications. Marketing Intelligence & Planning, 28(3), 275-290. https://doi.org/10.1108/02634501011041426
Glaser, B., & Strauss, A. (2017). Discovery of grounded theory: Strategies for qualitative research. Routledge.
Gregory, A. (2007). Involving stakeholders in developing corporate brands: The communication dimension. Journal of Marketing Management, 23(1-2), 59-73. https://doi.org/10.1362/026725707x178558
Griffin, C. P. (2002). Strategic planning for the internal marketing and communication of facilities management. Journal of Facilities Management, 1(3), 237-246. https://doi.org/10.1108/14725960310808015
Guest, G., Bunce, A., & Johnson, L. (2006). How many interviews are enough?. Field Methods, 18(1), 59-82. https://doi.org/10.1177/1525822x05279903
Harris, F., & de Chernatony, L. (2001). Corporate branding and corporate brand performance. European Journal of Marketing, 35(3/4), 441-456. https://doi.org/10.1108/03090560110382101
Hatch, M. J., & Schultz, M. (2008). Taking brand initiative: How companies can align strategy, culture, and identity through corporate branding. John Wiley & Sons.
Hirvonen, S., & Laukkanen, T. (2014). Brand orientation in small firms: An empirical test of the impact on brand performance. Journal of Strategic Marketing, 22(1), 41-58. https://doi.org/10.1080/0965254x.2013.819372
Hoeffler, S., & Keller, K. L. (2003). The marketing advantages of strong brands. Journal of Brand Management, 10, 421-445. https://doi.org/10.1057/palgrave.bm.2540139
Horan, G., O'Dwyer, M., & Tiernan, S. (2011). Exploring management perspectives of branding in service SMEs. Journal of Services Marketing, 25(2), 114-121. https://doi.org/10.1108/08876041111119831
Inskip, I. (2004). Corporate branding for small to medium-sized businesses — A missed opportunity or an indulgence? Journal of Brand Management, 11(5), 358-365. https://doi.org/10.1057/palgrave.bm.2540181
Keller, K. L., & Swaminathan, V. (2015). Strategic brand management: Building, measuring, and managing brand equity, global edition (5th edition). Pearson.
Knight, G. (2000). Entrepreneurship and marketing strategy: The SME under globalization. Journal of International Marketing, 8(2), 12-32. https://doi.org/10.1509/jimk.8.2.12.19620
Krake, F. B. G. J. M. (2005). Successful brand management in SMEs: A new theory and practical hints. Journal of Product & Brand Management, 14(4), 228-238. https://doi.org/10.1108/10610420510609230
Merrilees, B. (2007). A theory of brand‐led SME new venture development. Qualitative Market Research: An International Journal, 10(4), 403-415. https://doi.org/10.1108/13522750710819739
Mingione, M., & Abratt, R. (2020). Building a corporate brand in the digital age: Imperatives for transforming born-digital startups into successful corporate brands. Journal of Marketing Management, 36(11-12), 981-1008. https://doi.org/10.1080/0267257x.2020.1750453
Mingione, M., & Leoni, L. (2020). Blurring B2C and B2B boundaries: Corporate brand value Co-creation in B2B2C markets. Journal of Marketing Management, 36(1-2), 72-99. https://doi.org/10.1080/0267257x.2019.1694566
M'zungu, S., Merrilees, B., & Miller, D. (2019). Strategic and operational perspectives of SME brand management: A typology. Journal of Small Business Management, 57(3), 943-965. https://doi.org/10.1111/jsbm.12387
Nielsen, A. E., & Thomsen, C. (2009). Investigating CSR communication in SMEs: A case study among Danish middle managers. Business Ethics: A European Review, 18(1), 83-93. https://doi.org/10.1111/j.1467-8608.2009.01550.x
OECD. (2018). Financing SMEs and Entrepreneurs 2018. https://www.oecd.org/cfe/smes/ (Erişim Tarihi: 1 Eylül 2023).
Ojasalo, J., Nätti, S., & Olkkonen, R. (2008). Brand building in software SMEs: An empirical study. Journal of Product & Brand Management, 17(2), 92-107. https://doi.org/10.1108/10610420810864702
Olins, W. (1995). The new guide to identity - Wolff Olins: How to create and sustain change through managing identity. Design Council/Gower, Aldershot.
Resnick, S. M., Cheng, R., Simpson, M., & Lourenço, F. (2016). Marketing in SMEs: A “4Ps” self-branding model. International Journal of Entrepreneurial Behavior & Research, 22(1), 155-174. https://doi.org/10.1108/ijebr-07-2014-0139
Riley, F., & de Chernatony, L. (2000). The service brand as relationships builder. British Journal of Management, 11(2), 137-150. https://doi.org/10.1111/1467-8551.t01-1-00156
Rode, V., & Vallaster, C. (2005). Corporate branding for start-ups: The crucial role of entrepreneurs. Corporate Reputation Review, 8, 121-135. https://doi.org/10.1057/palgrave.crr.1540244
Simões, C., Dibb, S., & Fisk, R. P. (2005). Managing corporate identity: An internal perspective. Journal of the Academy of Marketing Science, 33(2), 153-168. https://doi.org/10.1177/0092070304268920
Spence, L. J. (1999). Does size matter? The state of the art in small business ethics. Business Ethics: A European Review, 8(3), 163-174. https://doi.org/10.1111/1467-8608.00144
Spence, M., & Hamzaoui Essoussi, L. (2010). SME brand building and management: An exploratory study. European Journal of Marketing, 44(7/8), 1037-1054. https://doi.org/10.1108/03090561011047517
Turban, D. B., & Cable, D. M. (2003). Firm reputation and applicant pool characteristics. Journal of Organizational Behavior, 24(6), 733-751. https://doi.org/10.1002/job.215
Urde, M. (2003). Core value‐based corporate brand building. European Journal of Marketing, 37(7/8), 1017-1040. https://doi.org/10.1108/03090560310477645
Wang, Y., Chen, H., Ryan, B., Troxtel, C., & Cvar, M. (2023). Hotel general managers' brand love: A thematic analysis with general managers in the U.S. Journal of Hospitality and Tourism Management, 54, 200-211. https://doi.org/10.1016/j.jhtm.2022.12.016
Wong, H., & Merrilees, B. (2005). A brand orientation typology for SMEs: A case research approach. Journal of Product & Brand Management, 14(3), 155-162. https://doi.org/10.1108/10610420510601021
Yin, R. K. (2017). Case study research and applications: Design and methods. SAGE Publications.

Ayrıntılar

Birincil Dil

Türkçe

Konular

Pazarlama Yönetimi

Bölüm

Araştırma Makalesi

Yazarlar

Serap Sarp ^*
0000-0002-2560-4105
Türkiye

Selcuk Uygur Bu kişi benim
0000-0003-4484-9164
United Kingdom

Yayımlanma Tarihi

30 Eylül 2023

Gönderilme Tarihi

16 Eylül 2023

Kabul Tarihi

27 Eylül 2023

Yayımlandığı Sayı

Yıl 2023 Cilt: 4 Sayı: 3

DOI

https://doi.org/10.54733/smar.1361588

IZ

https://izlik.org/JA72CM88JN

APA

Sarp, S., & Uygur, S. (2023). KOBİ’lerde Kurumsal Markalama: Kavramlar ve Engeller. Sosyal Mucit Academic Review, 4(3), 320-342. https://doi.org/10.54733/smar.1361588

AMA

1.Sarp S, Uygur S. KOBİ’lerde Kurumsal Markalama: Kavramlar ve Engeller. SMAR. 2023;4(3):320-342. doi:10.54733/smar.1361588

Chicago

Sarp, Serap, ve Selcuk Uygur. 2023. “KOBİ’lerde Kurumsal Markalama: Kavramlar ve Engeller”. Sosyal Mucit Academic Review 4 (3): 320-42. https://doi.org/10.54733/smar.1361588.

EndNote

Sarp S, Uygur S (01 Eylül 2023) KOBİ’lerde Kurumsal Markalama: Kavramlar ve Engeller. Sosyal Mucit Academic Review 4 3 320–342.

IEEE

[1]S. Sarp ve S. Uygur, “KOBİ’lerde Kurumsal Markalama: Kavramlar ve Engeller”, SMAR, c. 4, sy 3, ss. 320–342, Eyl. 2023, doi: 10.54733/smar.1361588.

ISNAD

Sarp, Serap - Uygur, Selcuk. “KOBİ’lerde Kurumsal Markalama: Kavramlar ve Engeller”. Sosyal Mucit Academic Review 4/3 (01 Eylül 2023): 320-342. https://doi.org/10.54733/smar.1361588.

JAMA

1.Sarp S, Uygur S. KOBİ’lerde Kurumsal Markalama: Kavramlar ve Engeller. SMAR. 2023;4:320–342.

MLA

Sarp, Serap, ve Selcuk Uygur. “KOBİ’lerde Kurumsal Markalama: Kavramlar ve Engeller”. Sosyal Mucit Academic Review, c. 4, sy 3, Eylül 2023, ss. 320-42, doi:10.54733/smar.1361588.

Vancouver

1.Serap Sarp, Selcuk Uygur. KOBİ’lerde Kurumsal Markalama: Kavramlar ve Engeller. SMAR. 01 Eylül 2023;4(3):320-42. doi:10.54733/smar.1361588

Bu dergide yayımlanan makaleler Creative Commons Atıf-GayrıTicari 4.0 Uluslararası (CC BY-NC 4.0) Lisansı ile lisanslanmıştır.

KOBİ'lerde Kurumsal Markalama: Kavramlar ve Engeller

Öz

Anahtar Kelimeler

Proje Numarası

Corporate Branding in SMEs: Concepts and Challenges

Öz

Anahtar Kelimeler

Destekleyen Kurum

Proje Numarası

Etik Beyan

Teşekkür

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

DOI

IZ

Kaynak Göster