Regresyon Analizi ile Marka İsimlendirme Kriterlerinin Pazar Performansına Etkisinin İncelenmesi

Öz

Bu çalışma, ilaç sektöründe marka isimlendirme kriterlerinin pazar performansına etkisini regresyon analizi ile incelemektedir. Marka ismi seçimi, tüketici algısı ve pazar performansı açısından büyük önem taşımakta olup, nicel ve nitel kriterlerin değerlendirilmesini gerektirir. Çalışmada, literatürde tanımlanan kriterler dikkate alınarak, hatırlanabilirlik, telaffuz kolaylığı, güvenilirlik, özgünlük, etken madde çağrışımı, güçlü harf kullanımı ve kısalık gibi özellikler belirlenmiş ve bu kriterlerin satış performansına etkisi regresyon analizi ile incelenmiştir. Araştırmada, iki farklı model geliştirilmiştir: İlk modelde, pazar payı yüksek olan ilaçlar dahil edilerek 14 farklı ilaç değerlendirilmiştir. Ancak, pazar payı dağılımındaki dengesizlik nedeniyle modelin anlamlılık düzeyi düşük bulunmuştur. İkinci modelde ise pazar payı aşırı yüksek olan iki ilaç ENOX ve OKSAPAR veri setinden çıkarılmış ve kalan 12 ilaç üzerinden analiz gerçekleştirilmiştir. Bu ikinci model, anlamlılık düzeyini artırmış ve elde edilen sonuçlar, satış performansı üzerindeki en etkili kriterlerin "hatırlanabilirlik", "telaffuz kolaylığı" ve " güvenilirlik" olduğunu göstermiştir. Bu çalışma, ilaç sektöründe marka adı belirleme sürecine sistematik bir yaklaşım sunmakta ve karar vericiler için önemli bir rehber niteliği taşımaktadır. Sonuçlar, doğru marka stratejilerinin geliştirilmesinde rehber olarak kullanılabilir ve sektördeki rekabet gücünü artırma potansiyeline sahiptir.

Anahtar Kelimeler

• ilaç sektörü
• ilaç marka ismi
• regresyon analizi
• pazar payı analizi

Etik Beyan

Bu çalışma, kamuya açık kaynaklardan elde edilen ilaç isimleri ve pazar verileri kullanılarak gerçekleştirilmiştir. Çalışmada yer alan tüm marka isimleri yalnızca akademik analiz amacıyla değerlendirilmiş olup herhangi bir tanıtım veya olumsuzlama amacı güdülmemektedir. İnsan katılımcılarla doğrudan bir veri toplanmadığı için etik kurul onayı gerekmemektedir. Yazarların çalışmayla ilgili herhangi bir çıkar çatışması bulunmamaktadır.

The Effect of Brand Naming Criteria on Market Performance Using Regression Analysis

Öz

This study examines the impact of brand naming criteria on market performance in the pharmaceutical industry using regression analysis. The selection of a brand name plays a crucial role in shaping consumer perception and sales success, requiring the assessment of both quantitative and qualitative criteria. Based on established literature, key attributes such as memorability, ease of pronunciation, reliability, uniqueness, association with the active ingredient, use of strong letters, and brevity were identified. Their influence on sales performance was then analyzed. Two regression models were developed: the first included 14 drugs with high market shares. However, due to an imbalance in the distribution of market shares, the model's significance level was found to be low. In the second model, two outlier drugs—ENOX and OKSAPAR—with disproportionately high market shares were excluded, and the analysis was conducted on the remaining 12 drugs. This adjustment led to improved model significance and revealed that memorability, ease of pronunciation, and reliability were the most influential factors on sales performance. The study offers a systematic approach to brand name selection in the pharmaceutical sector and serves as a valuable guide for decision-makers. The findings have the potential to inform effective brand strategies and enhance competitive advantage in the market.

Anahtar Kelimeler

• pharmaceutical industry
• pharmaceutical brand name
• regression analysis
• market share analysis

Kaynakça

1. Abelin, Å. (2015). Phonaesthemes and sound symbolism in Swedish brand names. Ampersand, 2, 19–29. https://doi.org/10.1016/j.amper.2014.12.001
2. Aronson, J. (1995). Confusion over similar drug names. Drug Safety, 12(3), 155–160. https://doi.org/10.2165/00002018-199512030-00001
3. Bao, Y., Shao, A. T., & Rivers, D. (2008). Creating new brand names: Effects of relevance, connotation, and pronunciation. Journal of Advertising Research, 48(1), 148–162. DOI:10.2501/S002184990808015X
4. Cavaco, A., Pires, C., & Vigário, M. (2014). Drug package inserts abbreviations and acronyms in Portuguese: Exploring how difficult they are for educated people. Medical Encounter, 27(2). DOI:10.1590/1413-81232015208.13962014.
5. Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
6. Daabes, A. S. A., & Ananzeh, M. (2022). Proposing a pharmaceutical brand naming framework based on techniques derived from decoding existing drug names. International Journal of Health Sciences, 6(S5), 3200–3224. https://doi.org/10.53730/ijhs.v6nS5.9341
7. Dieringer, N. J., Kukkamma, L., Somes, G. W., & Shorr, R. I. (2011). Self-reported response to direct-to-consumer pharmaceutical advertising and medication use: Results from a national survey. BMC Health Services Research, 11, 232. https://doi.org/10.1186/1472-6963-11-232
8. Dohle, S., & Siegrist, M. (2014). Fluency of pharmaceutical drug names predicts perceived danger, hypothesized side effects, and willingness to purchase. Journal of Health Psychology, 19(10), 1241–1249. https://doi.org/10.1177/1359105313488974

9. Gangwal, A., & Gangwal, A. (2011). Naming of drug molecules and pharmaceutical brands. Journal of Current Pharmaceutical Research, 7(1), 1–5.
10. Health Tracking Survey. (2019, February). Prescription drugs. Kaiser Family Foundation. https://www.kff.org/health-costs/report/kaiser-health-tracking-poll-february-2019/
11. Karet, G. (2019). How do drugs get named? AMA Journal of Ethics, 21(8), E686–E696. https://doi.org/10.1001/amajethics.2019.686
12. Klink, R. R. (2000). Creating brand names with meaning: The use of sound symbolism. Marketing Letters, 11(1), 5–20. DOI: 10.1007/s11002-011-9140-7
13. Kuruşçu, M. (2017). The effect of brand name in the process of opening to international markets: Kayseri province application (Master’s thesis). Erciyes University, Institute of Social Sciences. https://doi.org/10.18070/erciyesiibd.323909
14. Lowrey, T. M., & Shrum, L. J. (2007). Phonetic symbolism and brand name preference. Journal of Consumer Research, 34, 406–414. https://doi.org/10.1086/518530
15. Lowrey, T. M., Shrum, L. J., & Dubitsky, T. M. (2003). The relation between brand-name linguistic characteristics and brand-name memory. Journal of Advertising, 32(3), 7–17. https://doi.org/10.1080/00913367.2003.10639133
16. Ministry of Health. (2020). Turkish market monitoring report – 8: Market situation in 2020 in terms of volume and value. Ministry of Health Publications.
17. Ohala, J. J. (1994). Sound symbolism. In L. Hinton, J. Nichols, & J. J. Ohala (Eds.), Sound symbolism (pp. 1–25). Cambridge University Press.
18. Park, J., Motoki, K., Pathak, A., & Spence, C. (2021). A sound brand name: The role of voiced consonants in pharmaceutical branding. Food Quality and Preference, 90, 104104. https://doi.org/10.1016/j.foodqual.2020.104104
19. Petty, R. D. (2012). Naming names: Trademark strategy and beyond: Part one – Selecting a brand name. Journal of Brand Management, 15(3), 190–197.
20. Pires, C., Vigário, M., & Cavaco, A. M. (2015). Brand names of Portuguese medication: Understanding the importance of their linguistic structure and regulatory issues. Ciência & Saúde Coletiva, 20(8), 2569–2583. https://doi.org/10.1590/1413-81232015208.01302014
21. Saglam, B., & Ozek, F. (2023). Phonetic distance between Azerbaijani, Turkish, and Turkmen Turkish according to Levenshtein distance algorithm. Asian Studies – Academic Social Research, 7(Special Issue 3), 45–64. https://doi.org/10.31455/asya.120413
22. Sinkinson, M., & Starc, A. (2019). Ask your doctor: Direct-to-consumer advertising of drugs. Review of Economic Studies, 86(2), 836–881. https://doi.org/10.1093/restud/rdy042
23. Willis, E., & Delbaere, M. (2022). Patient influencers: The next frontier in direct-to-consumer pharmaceutical marketing. Journal of Medical Internet Research, 24(3), e29422. https://doi.org/10.2196/29422
24. Yorkston, E., & Menon, G. (2004). A sound idea: Phonetic effects of brand names on consumer judgments. Journal of Consumer Research, 31(1), 43–51. https://doi.org/10.1086/383422