Rethinking Brands in the Emerging Financial Markets

Yıl 2010, Cilt: 17 Sayı: 1, 11 - 22, 01.03.2010

Banu Dincer Caner Dincer

Öz

Anahtar Kelimeler

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Gelişmekte olan Finansal Piyasalarda Markayı Yeniden Düşünmek

Öz

Bu araştırmanın amacı gelişmekte olan piyasa ortamında finansal analistlerin marka ve pazarlama söylemlerine bakışını ortaya koymaktır. Sonuçlar, pazarlama aktivitelerini dikkate alarak marka değerini ölçmede profesyonellerin kullandığı ölçütleri belirlemek ve yönetim kararları için markanın önemini ölçmek amacıyla tasarlanmış bir anket çalışmasına dayanmaktadır. Analizde tanımlayıcı istatistikler ve faktör analizinden faydalanılmıştır. Marka değerini belirlemede en çok kullanılan pazarlama ölçütü marka bilinirliğidir, bunu Pazar payı ve tüketici verileri takip etmektedir. Satın alma ve birleşme, finansal raporlama ve risk yönetimi ile ilgili kararlar açısından marka ve marka değeri büyük önem arz etmektedir. Sonuçlar, pazarlama yöneticilerine, markanın finansal değerini; yönetime, hissedarlara ve yatırımcılara açıklamada destek vermektedir. Finansal anlamda çekicilik ve uzun vadede yatırımcı güvenini sürdürmede pazarlama açıklamalarına odaklanmanın gerekliliği de ayrıca vurgulanmıştır

Anahtar Kelimeler

Marka, Marka değeri, Pazarlama açıklamaları

Kaynakça

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