Türkiye’nin Küresel Marka Adaylarının İç ve Dış Pazarlardaki Algısı

Musa ÜNALAN

doi:10.37609/akya.1812

Türkiye’nin Küresel Marka Adaylarının İç ve Dış Pazarlardaki Algısı

Yazarlar

Musa ÜNALAN

DOI: https://doi.org/10.37609/akya.1812

Özet

Bu kitap, Türkiye'nin küresel marka adaylarının iç ve dış pazarlardaki algısını incelemektedir. Türkiye'de markalaşmanın önemi anlaşıldığından beri, ülke ekonomisine katkı sağlayan küresel markaların sayısı artmıştır. Ancak, dünyanın en büyük 500 küresel markası arasında henüz bir Türk markası bulunmamaktadır. Bu nedenle, küresel marka yaratmada etkili olan faktörlerin belirlenmesi önemlidir. Bu çalışmada, Türkiye'nin küresel marka olma potansiyeli yüksek markaları belirlemek ve bu markaların satın alınmasında etkili olan faktörleri araştırmak amaçlanmıştır. Çalışma, marka alanında uzmanlara yapılan anketlerle başlamış ve daha sonra Türk ve yabancı tüketiciler üzerinde saha araştırması yapılmıştır. Elde edilen veriler analiz edilerek, marka küreselliği, ülke imajı, etnosentrizm ve kozmopolitanizmin satın alma niyeti üzerindeki etkileri incelenmiştir. Sonuçlar, marka prestiji, marka kalitesi ve duygusal ülke imajının satın alma niyetini etkilediğini göstermiştir. Ayrıca, marka küreselliğinin Türk tüketiciler üzerinde, ürün ülke imajı ve kozmopolitanizmin ise yabancı tüketiciler üzerinde etkili olduğu bulunmuştur. Bu kitap, Türkiye'nin küresel marka adaylarının iç ve dış pazarlardaki algısını anlamak isteyen araştırmacılar ve iş insanları için önemli bir kaynak olacaktır.

This book examines the perception of Turkey's potential global brands in domestic and international markets. Since the importance of branding in Turkey has been understood, the number of global brands contributing to the country's economy has increased. However, there is still no Turkish brand among the world's top 500 global brands. Therefore, it is important to determine the factors that are effective in creating global brands. This study aims to identify high-potential brands in Turkey for global branding and investigate the factors that influence their acquisition. The study began with surveys conducted with experts in the field of branding and later field research was conducted on Turkish and foreign consumers. The data obtained was analyzed to examine the effects of brand globality, country image, ethnocentrism, and cosmopolitanism on purchase intention. The results showed that brand prestige, brand quality, and emotional country image influence purchase intention. Additionally, brand globality was found to be effective on Turkish consumers, while product country image and cosmopolitanism were effective on foreign consumers. This book will be an important resource for researchers and business people who want to understand the perception of Turkey's potential global brands in domestic and international markets.

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