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Türkçe ve Yabancı Dilde Marka İsmi Kullanılmasının Algılanan Kalite ve Satın Alma İsteğine Etkisi

Yıl 2015, Cilt: 23 Sayı: 24, 131 - 142, 21.04.2015

Leyla Özer , Beyza Gültekin , Sinem Aydın

Öz

Bu çalışmada marka ismi ve fiyatın algılanan kaliteye ve algılanan kalitenin de satın alma isteğine etkisi Türkçe ve yabancı marka açısından ele alınmaktadır. Önerilen hipotezler, Ankara’daki 197 tüketiciden toplanan verilerle test edilmektedir. Sonuç olarak, her iki marka için marka ismi ve fiyat, algılanan kaliteyi; algılanan kalite satın alma isteğini olumlu yönde etkilemektedir. Ancak, belirtilen etkilerde Türkçe marka, yabancı dilde marka farklılığı bulunmamaktadır.

Anahtar Kelimeler

-

Kaynakça

  • Aaker, D.A. & K.L. Keller (1990), “Consumer Evaluations of Brand Extensions”, Journal of Marketing, 54(1), 27-41.
  • Aydın, S. (2007), “Türkçe ve Yabancı Dilde Marka İsimlerinin Algılanan Kaliteye Etkileri Üzerine Bir Uygulama”, Hacettepe Üniversitesi, Sosyal Bilimler Enstitüsü, Yayınlanmamış Yüksek Lisans Tezi, Ankara.
  • Batra, R. & V. Ramaswamy & D.L. Alden & J.E.M. Steenkamp & S. Ramachander (2000), “Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries”, Journal of Consumer Psychology, 9(2), 83-95.
  • Baş, M. & Ş. Şahin (2013), “Yabancı marka isimlerinin internet Tüketicisinin satın alma davranışları üzerine etkisi: Teknolojik ürünler üzerine bir araştırma”, İnternet Uygulamaları ve Yönetimi Dergisi (IUYD), 4(2), 21-47.
  • Brucks, M. & V.A. Zeithaml & G. Naylor (2000), “Price and Brand Name as Indicators of Quality Dimensions for Consumer Durables”, Journal of the Academy of Marketing Science, 28(3), 359-374.
  • Dawar, N. ve P. Parker (1994), “Marketing Universals: Consumers’ Use of Brand Name, Price, Physical Appearance, and Retailer Rreputation as Signals of Product Quality”, Journal of Marketing, 58 (April), 81-95.
  • Dodds, W.B. & K.B. Monroe (1985), “The Effect of Brand and Price Information on Subjective product Evaluations”, Advances in Consumer Research, 12, Elizabeth Hirschman and Morris Holbrook, eds. Provo ,UT: Association for Consumer Research, 85-90.
  • Dodds, W.B. & K.B. Monroe & D. Grewal (1991), “Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations”, Journal of Marketing Research, 28, 307-319.
  • Ergin, E.A. & H.O. Akbay & B. Ozsacmaci (2014), “Insights into Consumer Preference of Foreign Brand Names: Reality or Myth?”, International Journal of Marketing Studies, 6(4), 157-164.
  • Gardner, D.M. (1971), “Is There a Generalized Price-Quality Relationship?”, Journal of Marketing Research, 8, 241-243.
  • Iyer, G.R. & J.K. Kalita (1997), “The Impact of Country-of-Origin and Country-of-Manufacture Cues on Consumer Perceptions of Quality and Value”, Journal of Global Marketing, 11(1), 7-28.
  • Jacoby, J. & J.C. Olson (1985), Perceived Qality: How Consumers View Stores and Merchandise, Lexington Books, D.C. Heath and Company.
  • Kinra, N. (2006), “The effect of country-of-origin on foreign brand names in the Indian market”, Marketing Intelligence & Planning, 24(1), 15–30.
  • Leclerc, F. & B.H. Schmitt & L. Dubé (1994), “Foreign Branding and Its Effects on Product Perceptions and Attitudes”, Journal of Marketing Research, 31, 263-270.
  • Lee, D. & S.W. Bae (1999), “Effects of Partitioned Country of Origin Information on Buyer Assessment of Binational Products”, Advances in Consumer Research, 26, 344-351.
  • Lee, D. & G. Ganesh (1999), “Effects of Partitioned Country Image in the Context of Brand Image and Familarity: A Categorization Theory Perspective”, International Marketing Review, 16(1), 18-39.
  • Li, Z.G. & L.W. Murray (2002), “Naming Products in China: Local or Foreign Branding”, Journal of Asia-Pacific Business, 3(3), 53-71.
  • Melnyk, V. & K. Klein & F. Völckner (2012), “The Double-Edged Sword of Foreign Brand Names for Companies from Emerging Countries”, Journal of Marketing, 76 (November), 21-37.
  • Raju, P.S. (1977), “Product Familiarity, Brand Name, and Price Influences on Product Evaluation”, Advances in Consumer Research, 4(1), 64-71.
  • Rao, A. & K.B. Monroe (1989), “The Effect of Price, Brand Name, and Store Name on Buyers’ Perceptions of Product Quality: An Integrative Review”, Journal of Marketing Research, 26, 351-357.
  • Selvi, M.S. & İ. Kılıç (2006), “Assessing Drivers of Brand Choice Process of University Students”, Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 24(1), 189-209.
  • Shiffman, H. (2000), “Product Naming: The Notion of Foreign Branding and Its Use in Advertising and Marketing, Handout for LING057”, Language and Popular Culture, <http://ccat.sas.upenn.edu/~haroldfs/popcult/handouts/adverts/forbrand.html>, 22.03.2015.
  • Sullivan, M.W. (1998), “How Brand Names Affect the Demand For Twin Automobiles”, Journal of Marketing Research, 35(2), 154-165.
  • Tabachnick, B.G. & L.S. Fidell (2001), Using Multivariate Statistics, (4th ed.), Needham Heights, MA: Allyn & Bacon.
  • Teas, R.K. & S. Agarwal (2000), “The Effects of Extrinsic Product Cues on Consumers’ Perceptions of Quality, Sacrifice, and Value”, Journal of the Academy of Marketing Science, 28(2), 278-290.
  • Tığlı, M. & Z. Cesur (2006), “Marka adı stratejisi ve Türk işletmelerinin yabancı sözcük içeren marka adı belirlemelerine ilişkin bir araştırma”, Marmara Üniversitesi İİBF Dergisi, XXI(1), 297-326.
  • Verlegh, P.W.J. (1999), “Ingroups and Outgroups and Stereotyping: Consumer Behaviour and Social Identity Theory”, Advances in Consumer Research, 26, 162-164.
  • Wang, C.K. & C.W. Lamb (1983), “The impact of selected environmental forces on consumers’ willingness to buy foreign product”, Journal of the Academy of Marketing Science, Winter, 11(2), 71-84.
  • Wang C.L. & Z.X. Chen (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.
  • Wheatley, J.J. & J. Chiu & A. Goldman (1981), “Physical Quality, Price And Perceptions of Product Quality: Implications for Retailers”, Journal of Retailing, 57(2), 100-116.
  • Zeithaml, V.A. (1988), “Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence”, Journal of Marketing, 52, 2-22.

Türkçe ve Yabancı Dilde Marka İsmi Kullanılmasının Algılanan Kalite ve Satın Alma İsteğine Etkisi

Yıl 2015, Cilt: 23 Sayı: 24, 131 - 142, 21.04.2015

Leyla Özer , Beyza Gültekin , Sinem Aydın

Öz

Bu çalışmada marka ismi ve fiyatın algılanan kaliteye ve algılanan kalitenin de satın alma isteğine etkisi Türkçe ve yabancı marka açısından ele alınmaktadır. Önerilen hipotezler, Ankara’daki 197 tüketiciden toplanan verilerle test edilmektedir. Sonuç olarak, her iki marka için marka ismi ve fiyat, algılanan kaliteyi; algılanan kalite satın alma isteğini olumlu yönde etkilemektedir. Ancak, belirtilen etkilerde Türkçe marka, yabancı dilde marka farklılığı bulunmamaktadır.

Anahtar Kelimeler

-

Kaynakça

  • Aaker, D.A. & K.L. Keller (1990), “Consumer Evaluations of Brand Extensions”, Journal of Marketing, 54(1), 27-41.
  • Aydın, S. (2007), “Türkçe ve Yabancı Dilde Marka İsimlerinin Algılanan Kaliteye Etkileri Üzerine Bir Uygulama”, Hacettepe Üniversitesi, Sosyal Bilimler Enstitüsü, Yayınlanmamış Yüksek Lisans Tezi, Ankara.
  • Batra, R. & V. Ramaswamy & D.L. Alden & J.E.M. Steenkamp & S. Ramachander (2000), “Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries”, Journal of Consumer Psychology, 9(2), 83-95.
  • Baş, M. & Ş. Şahin (2013), “Yabancı marka isimlerinin internet Tüketicisinin satın alma davranışları üzerine etkisi: Teknolojik ürünler üzerine bir araştırma”, İnternet Uygulamaları ve Yönetimi Dergisi (IUYD), 4(2), 21-47.
  • Brucks, M. & V.A. Zeithaml & G. Naylor (2000), “Price and Brand Name as Indicators of Quality Dimensions for Consumer Durables”, Journal of the Academy of Marketing Science, 28(3), 359-374.
  • Dawar, N. ve P. Parker (1994), “Marketing Universals: Consumers’ Use of Brand Name, Price, Physical Appearance, and Retailer Rreputation as Signals of Product Quality”, Journal of Marketing, 58 (April), 81-95.
  • Dodds, W.B. & K.B. Monroe (1985), “The Effect of Brand and Price Information on Subjective product Evaluations”, Advances in Consumer Research, 12, Elizabeth Hirschman and Morris Holbrook, eds. Provo ,UT: Association for Consumer Research, 85-90.
  • Dodds, W.B. & K.B. Monroe & D. Grewal (1991), “Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations”, Journal of Marketing Research, 28, 307-319.
  • Ergin, E.A. & H.O. Akbay & B. Ozsacmaci (2014), “Insights into Consumer Preference of Foreign Brand Names: Reality or Myth?”, International Journal of Marketing Studies, 6(4), 157-164.
  • Gardner, D.M. (1971), “Is There a Generalized Price-Quality Relationship?”, Journal of Marketing Research, 8, 241-243.
  • Iyer, G.R. & J.K. Kalita (1997), “The Impact of Country-of-Origin and Country-of-Manufacture Cues on Consumer Perceptions of Quality and Value”, Journal of Global Marketing, 11(1), 7-28.
  • Jacoby, J. & J.C. Olson (1985), Perceived Qality: How Consumers View Stores and Merchandise, Lexington Books, D.C. Heath and Company.
  • Kinra, N. (2006), “The effect of country-of-origin on foreign brand names in the Indian market”, Marketing Intelligence & Planning, 24(1), 15–30.
  • Leclerc, F. & B.H. Schmitt & L. Dubé (1994), “Foreign Branding and Its Effects on Product Perceptions and Attitudes”, Journal of Marketing Research, 31, 263-270.
  • Lee, D. & S.W. Bae (1999), “Effects of Partitioned Country of Origin Information on Buyer Assessment of Binational Products”, Advances in Consumer Research, 26, 344-351.
  • Lee, D. & G. Ganesh (1999), “Effects of Partitioned Country Image in the Context of Brand Image and Familarity: A Categorization Theory Perspective”, International Marketing Review, 16(1), 18-39.
  • Li, Z.G. & L.W. Murray (2002), “Naming Products in China: Local or Foreign Branding”, Journal of Asia-Pacific Business, 3(3), 53-71.
  • Melnyk, V. & K. Klein & F. Völckner (2012), “The Double-Edged Sword of Foreign Brand Names for Companies from Emerging Countries”, Journal of Marketing, 76 (November), 21-37.
  • Raju, P.S. (1977), “Product Familiarity, Brand Name, and Price Influences on Product Evaluation”, Advances in Consumer Research, 4(1), 64-71.
  • Rao, A. & K.B. Monroe (1989), “The Effect of Price, Brand Name, and Store Name on Buyers’ Perceptions of Product Quality: An Integrative Review”, Journal of Marketing Research, 26, 351-357.
  • Selvi, M.S. & İ. Kılıç (2006), “Assessing Drivers of Brand Choice Process of University Students”, Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 24(1), 189-209.
  • Shiffman, H. (2000), “Product Naming: The Notion of Foreign Branding and Its Use in Advertising and Marketing, Handout for LING057”, Language and Popular Culture, <http://ccat.sas.upenn.edu/~haroldfs/popcult/handouts/adverts/forbrand.html>, 22.03.2015.
  • Sullivan, M.W. (1998), “How Brand Names Affect the Demand For Twin Automobiles”, Journal of Marketing Research, 35(2), 154-165.
  • Tabachnick, B.G. & L.S. Fidell (2001), Using Multivariate Statistics, (4th ed.), Needham Heights, MA: Allyn & Bacon.
  • Teas, R.K. & S. Agarwal (2000), “The Effects of Extrinsic Product Cues on Consumers’ Perceptions of Quality, Sacrifice, and Value”, Journal of the Academy of Marketing Science, 28(2), 278-290.
  • Tığlı, M. & Z. Cesur (2006), “Marka adı stratejisi ve Türk işletmelerinin yabancı sözcük içeren marka adı belirlemelerine ilişkin bir araştırma”, Marmara Üniversitesi İİBF Dergisi, XXI(1), 297-326.
  • Verlegh, P.W.J. (1999), “Ingroups and Outgroups and Stereotyping: Consumer Behaviour and Social Identity Theory”, Advances in Consumer Research, 26, 162-164.
  • Wang, C.K. & C.W. Lamb (1983), “The impact of selected environmental forces on consumers’ willingness to buy foreign product”, Journal of the Academy of Marketing Science, Winter, 11(2), 71-84.
  • Wang C.L. & Z.X. Chen (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.
  • Wheatley, J.J. & J. Chiu & A. Goldman (1981), “Physical Quality, Price And Perceptions of Product Quality: Implications for Retailers”, Journal of Retailing, 57(2), 100-116.
  • Zeithaml, V.A. (1988), “Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence”, Journal of Marketing, 52, 2-22.
Toplam 31 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Leyla Özer

Beyza Gültekin

Sinem Aydın Bu kişi benim

Yayımlanma Tarihi 21 Nisan 2015
Gönderilme Tarihi 14 Nisan 2015
Yayımlandığı Sayı Yıl 2015 Cilt: 23 Sayı: 24

Kaynak Göster

APA Özer, L., Gültekin, B., & Aydın, S. (2015). Türkçe ve Yabancı Dilde Marka İsmi Kullanılmasının Algılanan Kalite ve Satın Alma İsteğine Etkisi. Sosyoekonomi, 23(24), 131-142. https://doi.org/10.17233/se.84859
AMA Özer L, Gültekin B, Aydın S. Türkçe ve Yabancı Dilde Marka İsmi Kullanılmasının Algılanan Kalite ve Satın Alma İsteğine Etkisi. Sosyoekonomi. Nisan 2015;23(24):131-142. doi:10.17233/se.84859
Chicago Özer, Leyla, Beyza Gültekin, ve Sinem Aydın. “Türkçe Ve Yabancı Dilde Marka İsmi Kullanılmasının Algılanan Kalite Ve Satın Alma İsteğine Etkisi”. Sosyoekonomi 23, sy. 24 (Nisan 2015): 131-42. https://doi.org/10.17233/se.84859.
EndNote Özer L, Gültekin B, Aydın S (01 Nisan 2015) Türkçe ve Yabancı Dilde Marka İsmi Kullanılmasının Algılanan Kalite ve Satın Alma İsteğine Etkisi. Sosyoekonomi 23 24 131–142.
IEEE L. Özer, B. Gültekin, ve S. Aydın, “Türkçe ve Yabancı Dilde Marka İsmi Kullanılmasının Algılanan Kalite ve Satın Alma İsteğine Etkisi”, Sosyoekonomi, c. 23, sy. 24, ss. 131–142, 2015, doi: 10.17233/se.84859.
ISNAD Özer, Leyla vd. “Türkçe Ve Yabancı Dilde Marka İsmi Kullanılmasının Algılanan Kalite Ve Satın Alma İsteğine Etkisi”. Sosyoekonomi 23/24 (Nisan 2015), 131-142. https://doi.org/10.17233/se.84859.
JAMA Özer L, Gültekin B, Aydın S. Türkçe ve Yabancı Dilde Marka İsmi Kullanılmasının Algılanan Kalite ve Satın Alma İsteğine Etkisi. Sosyoekonomi. 2015;23:131–142.
MLA Özer, Leyla vd. “Türkçe Ve Yabancı Dilde Marka İsmi Kullanılmasının Algılanan Kalite Ve Satın Alma İsteğine Etkisi”. Sosyoekonomi, c. 23, sy. 24, 2015, ss. 131-42, doi:10.17233/se.84859.
Vancouver Özer L, Gültekin B, Aydın S. Türkçe ve Yabancı Dilde Marka İsmi Kullanılmasının Algılanan Kalite ve Satın Alma İsteğine Etkisi. Sosyoekonomi. 2015;23(24):131-42.
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